Athleticwear label P.E Nation has launched a new era for the brand at Australian Fashion Week this year under the sole creative direction of Pip Edwards.
Pip Edwards took over the helm of the business this year, alongside the other board of directors, after brand co-founder Claire Greaves stepped back from the day-to-day running of the business. Greaves remains on the board of directors.
The athleticwear brand unveiled its ‘Re/Creation’ collection at a solo show that saw 40 models pace a 40-metre-long runway in front of more than 600 invited guests.
“The show has been such a labour of love for the past six months,” Edward said. “We’re so excited to finally share the step-change we’ve been focused on, and present the forthcoming P.E Nation collections in a way that felt very true to our roots as a fashion label, first and foremost.”
Edwards added the new look is a lot more refined.
“It’s pared back, there’s minimal branding, and it’s based around a tonal colour palette,” she said. “Detailing is sophisticated, the quality of fabrication and finish is elevated, and the silhouettes are easy, designed to be more versatile within every wardrobe.”
The collection includes bombers, spray jackets, cargo pants, cropped trousers, skirting, swimwear and layer mesh. It will be released globally from July 11 this year via its international online website, its flagship store in Sydney and over 130 global stockists.
P.E Nation’s runway set was built by creative agency Studio Messa, with music created by producer Dan Lywood.