Modern sportswear is all about taking fashion and making it your own, like pairing jeans with a more formal tweed jacket, or a flirty sundress with casual boots. “In 2024, style blending — such as mixing suiting and tailoring with casual pieces — will likely continue to see new variations,” the 2024 US Fashion Consumer Outlook report says. Brands are seeing this shift in real time. “[This category] has evolved significantly over the years, blending fashion with functionality in innovative ways,” says I Love Tyler Madison co-creator Jacqueline Harris, who notes her brand was founded on the same principle. “We took your basic workout legging and elevated it into a more functional working trouser that was appropriate to wear to work, where leggings weren’t.” Their best-seller is ‘The Gwyneth’, which is a slim-fitting style that’s been updated with belt loops and faux pockets. “I believe it’s remained popular because it’s an easy piece to dress up or down,” she adds. Rudow is seeing this evolution in unexpected places as well: “Retailers that have traditionally been special occasion destinations are adding key items to their assortment,” she says, noting companies in this category may want to consider pieces like a shirtdress in a more elevated fabric, such as lace or silk charmeuse, to address this desire for polished pieces. The key is to not stray too far from one’s brand DNA.