Fitness fashion is the result of a trend that consists in combining physical activities and health lifestyles with the interest and use of sportswear fashion.
There is a connection between sportswear and self-affirmation, that exists because of the care for fashion. The action of buying sportswear is led to the feel of being part of a community, assessing its rules and culture.
People get involved in a process in which the major aim is to appear. With regard to fitness fashion, the ritual is a ceremony which consists in the activities that take place in a fitness centre or in a gym and which are the acts of undressing, dressing, exercising, undressing, showering, grooming and dressing again.
Also sportswear has become part of the ritual. Being fit is not just exercising and eating well but also wearing fashionable clothes and showing it also through social media. Clothing comfort is defined by Lauren Slater (1985)
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