For years, activewear has been dominated by tight, compressive gymwear, designed to sculpt and squeeze. But as Jess Cartner-Morley pointed out in her recent Guardian article, “Loosen up: the age of tight, restrictive gymwear is over” (9th March 2025) the way we dress for movement is finally evolving. And it’s about time.

The Problem with Traditional Activewear

For decades, Lycra-based gymwear has been the standard. Marketed as performance-enhancing, these ultra-tight leggings, tops, and bodysuits have often prioritised aesthetic over comfort. But real wellness isn’t about restriction—it’s about freedom, ease, and feeling good in your own skin.

Why Comfort-Driven Activewear is the Future

Consumers today are looking for sustainable, breathable, and body-friendly alternatives to restrictive sportswear. Wellness is no longer about forcing the body into unrealistic ideals—it’s about embracing movement, confidence, and self-expression.

The 7SWAN: loved by yoga teachers like Jacqui  @the_subtle_yogi

7SWAN: A Kinder Alternative to Tight Gymwear

This shift in activewear is exactly why I founded 7SWAN, a wellness-focused, London-made activewear brand designed to offer a softer, more empowering alternative to traditional gymwear.

💫 Meet the 7SWAN Jumpsuit—the ultimate blend of comfort, versatility, and effortless movement.
No tight compression—just breathable, body-loving fabric that moves with you.
Designed for all-day wear—because activewear should fit your lifestyle, not just the gym.
Sustainably crafted in London—made to last, with wellness at the core.

The Future of Activewear is Movement-Friendly

Jess Cartner-Morley’s article highlights an important shift in fashion and fitness—one that embraces looser silhouettes, natural fabrics, and a more intuitive approach to movement. At 7SWAN, we believe the best activewear should be designed for your body, not against it.

It’s time to ditch the squeeze and embrace a new era of movement, comfort, and empowerment.

Are you ready to loosen up?

🔗 Explore the 7SWAN jumpsuit: [7SWAN]
📣 Join the conversation: #LoosenUp #7SWAN #FreeYourSparkle

Besos 

Alicia x