Australian eTailer Hello Molly has launched its own in-house activewear brand Elette Fit.
The launch of the label follows the surge in demand for activewear during the pandemic, with the market now valued at AUD$222.3 billion according to Hello Molly.
During the lockdowns, the business saw that Australians were searching for comfortable, fashionable, on-trend activewear that featured breathable fabrics, digital prints and colour-blocking elements.
Capitalising on these trends, Hello Molly's Elette Fit is a 19 piece range that features mid to high-intensity sports leggings and sports bras along with a tracksuit, bike shorts and perforated training tees.
The line features trend-driven elements such as pocket detailing, block-colours of bold blue and fuchsia and versatile silhouettes.
Designer Catherine Ellul said that the new range offers pieces for both the lifestyle and fitness focused Australians.
"Activewear is a category that is timeless, but it is having a real moment in the current COVID climate.
"As people are realising what a privilege it is to be able to go outside and be active, everyone is in demand for it, whether it be for functional or fashionable purposes.
"The collection offers a range of styles for the comfort aspect, which is a growing category for us, such as the jogger and jumper set.
"The focus on a healthy active lifestyle is met with performance leggings, crops and technical fabrics.
"Elette Fit has a piece for everyone and will satisfy what customers are looking for in today’s lifestyle," she said.
Brand creative manager Jasmin Fraser added that the business developed Elette Fit to be its own standalone brand within the Hello Molly umbrella.
"Instead of developing a collection branded as Hello Molly, we took the opportunity to define and carve out a new identity within this space, honing in to the ethos of fitness, femininity, boldness and feeling elite while really defining what that means and looks like.
"Elette Fit offers dedicated branding to directly inspire the customers in this space, which is new to us.
"The Hello Molly girl can simultaneously be an Elette Fit girl, however, there are key aspects of the tone of voice, colour palette and branding where we saw an opportunity to dive in heavily to the performance activewear industry.
"Elette Fit being separate in a sense to Hello Molly allows us to explore that.
"We want to have just as strong branding in that space with Elette Fit as Hello Molly does in feminine dresses and party wear, without conflicting with our established Hello Molly identity," she said.
The Elette Fit range is now available to purchase from the Hello Molly website and retails for between $34.95 and $89.95.