How the Success of Australia's Sportswomen is Driving Sports Style

As Australian women rise to the global sporting podium, these are crucial milestones for not only women’s sport, but also women’s sports wear.

Designed to win
Karen Lunn, CEO of the ALPG (Australian Ladies Professional Golf), won the British Open in 1993, and the advances in the clothing available to professional sports women have come a long way. “When I started in 1985, there were few manufacturers that had a specific women’s golf line,” she explains. Even golfing pro Karrie Webb was wearing “men’s shirts in a smaller size,” Lunn points out. “If you were lucky you found a [men’s] shirt that looked ok and you could play in.”

Now, we’re seeing custom garments designed for both performance and style, specifically with women in mind. You needn’t be an elite athlete to have access to professional-grade performance wear either. “Women are wearing the same brands professionals are wearing on the course,” Lunn points out. 

THE ICONIC’s Women’s Sports Apparel Buyer, Stuart Saunders says, “Sport brands are now putting huge investments into research and development to create clothing that fits specifically for a womans shape, her sport or activity, and the movements required in that sport. These technical developments flow in to the main consumer ranges that you can find on our site.”

We’re embracing the access to elite-quality sportswear and it’s reflected in our purchase behaviour. According to Australia Post's 2019 eCommerce Industry Report, activewear had the strongest growth in the fashion sector, up 37.5 per cent on the previous year. Nike was definitely on to something when it declared 2019 its “Year for Women”.

The rise of Insta Sport Stars 
Social media undoubtedly plays a part, too. Our most successful sportswomen are inadvertently selling a lifestyle, using their profiles to promote good health and exercise, all wrapped up in comfortable, good-looking threads. 

Serena Williams consistently chooses head-turning tennis attire that makes headlines. Her statement style might ruffle the feathers of conservative commentators, but she’s proof that the tide is turning: fashion is as relevant in sport as it is on a catwalk.  

Closer to home Sally Fitzgibbons, who’s using her influence to highlight her passion, ambition and strength to more than half a million Instagram followers. While Ash Barty and Hannah Green are similarly taking to social media to share their achievements with style and grace. 

The result, says Karen Lunn, is a rise in participation in sports that have traditionally been male dominated. “With all of these fantastic women athletes doing well, girls see it’s ok to play sport,” she explains. “For a lot of young women, there’s a lot of stigma in playing minority sports – maybe it hasn’t been cool or fashionable, but hopefully that will change. It’s great for us as a society.”