For decades, fashion and sports have been intertwined, influencing each other’s trends and aesthetics. This global trend has recently reached new heights, with major events and iconic figures blurring the lines between these seemingly disparate spheres. Tennis-core, a recent fashion trend inspired by stylish tennis apparel, sparked worldwide interest. This trend exemplifies the growing relationship between athleticism and fashion. Kim Kardashian’s SKIMS brand further illustrates this connection. Not only did she launch a men’s line featuring renowned athletes like Neymar Jr., Shai Gilgeous-Alexander, and Nick Bosa, but SKIMS also partnered with the NBA, WNBA, and USA Basketball as their official underwear partners.

Europe has also embraced this synergy. During Paris Fashion Week, athletic star Dina Asher-Smith walked the runway for Virgil Abloh’s Off-White, alongside other Olympic athletes like Katarina Johnson-Thompson, Nafi Thiam, and Renelle Lamote. These collaborations celebrate the merging of sports and fashion, honouring the legacy of the late fashion icon. While South Africa is still catching up to this global trend, a shift is underway. Nounouche has taken a proactive role in bridging the gap. 

Our recent covers featuring prominent sports stars, like Teko Modise and Caster Semenya, are groundbreaking steps towards fostering a more integrated fashion and sports scene in South Africa. These initiatives pave the way for future collaborations, demonstrating the potential for South Africa to join the global conversation on fashion and sports.