When nature inspires fashion

The rise of the outdoor lifestyle transforms our relationship with fashion: between the quest for authenticity and the search for performance, technical clothing becomes a symbol of freedom and commitment, blending urban aesthetics with a spirit of adventure.

The enthusiasm for outdoor activities has seen a significant rise in recent years. More and more people aspire to escape the urban hustle, reconnect with nature, and find a simpler rhythm closer to the elements. This attraction to the great outdoors now transcends leisure to establish itself as a lifestyle, a philosophy shared between adventure, freedom, and well-being.

In a world saturated with digital and artificial, many feel a lack: the call of silence, of the horizon, of the breath of the wind. Through hiking, climbing, or trail running, they rediscover the rhythm of the seasons and the intensity of elemental sensations. This quest fuels the outdoor phenomenon and makes it a necessary space of escape for many.

This rise in outdoor enthusiasm directly impacts the way we dress. Technical clothing, previously reserved for enthusiasts and practitioners, now incorporates more aesthetics. Brands now blend performance and style, offering collections that appeal to both practitioners and city dwellers. The challenge is to design durable, functional, and attractive pieces, and some brands like The North Face are positioning themselves as pioneers of this evolution with their “Urban Exploration” range launched about ten years ago.

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The North Face - Urban Exploration SS25

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The North Face - Urban Exploration SS25

In response to this attraction, classic fashion houses no longer ignore the outdoor. They invest in this area, launch hybrid collections, or partner with specialized players to meet this demand. As an example, the collaboration between Goldwin and _J.L-A.L_ or Salomon with MM6 Maison Margiela.

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Salomon x MM6 Maison Margiela

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Goldwin x _J.L-A.L_

The rise of social networks plays a driving role in this transformation. Influencers, adventure enthusiasts, and outdoor communities document their escapades, sharing their looks in nature, creating a strong image of the “outdoor” style. Instagram, Strava, and other platforms become showcases of outdoor lifestyle, inspiring an ever-growing audience to adopt this style.

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@hildurkarlsson

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@elricsen

For many, the outdoors is not just a one-time activity but represents a true way of life, where equipment becomes vectors of identity as much as practical tools. Embracing this style means showing a connection with nature, a personal commitment, and an aesthetic in tune with contemporary aspirations. This movement is largely amplified by influencers, celebrities, and adventurers who, by sharing their travels, style, and gear, glamorize the outdoors and contribute, through their collaborations with brands, to strengthening the bond between fashion and nature, making once-marginal worlds accessible to the greater number.

However, this trend comes with many challenges. Brands now must reinvent themselves to meet high expectations: proving the sincerity of their sustainable commitment, ensuring the performance of their products, and maintaining their credibility. To remain relevant, they must navigate a more ambitious set of requirements: designing technical pieces without compromising on style, all while embodying strong values. The outdoor market thus represents a major opportunity, but also a particularly demanding terrain.

The rise of the outdoor phenomenon redraws the lines of fashion, renews priorities, and reinvents our relationship with clothing. This movement, at the confluence of desire and need, reflects the profound evolution of values: elegance is no longer simply measured by appearance, but also by the coherence between our choices, our bodies, and our environment.