MSGM limbers up for activewear launch

Fashion label MSGM is muscling in on the activewear space.

The Italian brand is launching a colorful new sportswear line globally in February, spanning tops, leggings, t-shirts and sweatshirts.

The line will come in splashy shades of pink, blue and neon yellow, playing into the house's bold, playful codes.

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The launch, which is being teased on MSGM's Instagram account, is the latest milestone for the label, which feted its 10th anniversary this June with a special Spring/Summer 2020 show at the biannual Pitti Immagine Uomo menswear event in Florence -- where it was also the Pitti Special Anniversary guest.

Activewear continues to dominate the fashion scene, with brands increasingly incorporating it into their offerings. This year has seen the French lingerie and lifestyle brand Eres move into the category, while Lacoste and Opening Ceremony joined forces on a sportswear collection that dropped in April.

Big-name collaborations are also proving popular in the sector: in March, Olympic skier Lindsey Vonn was snapped up to act as an ambassador for Dwayne "The Rock" Johnson and Under Armour's joint sportswear line, 'Project Rock', while April saw the Olympic gymnast Aly Raisman unveil a new activewear collection for Aerie. Selena Gomez teamed up with Puma on a second collaborative collection that went on sale in May.