How Naomi Watts Became Athleisure’s Poster Girl
Actress Naomi Watts in her athleisure. Photo: FameFlynet
Like most celebrities with killer bodies, actress Naomi Watts exercises. A lot. But unlike many of her blown-out, airbrushed peers, the 46-year-old mother of two, whose recent films include Birdman and the upcoming Insurgent, is arguably photographed more in her gym leggings than she is in formal gowns. Watts has an affinity for great-looking workout clothes, a category that the fashion industry calls “athleisure.” Her printed tights, textured sweatshirts, and colorful sneakers take her from outdoor yoga sessions to school runs, all of which are snapped by the paparazzi.
Watts probably doesn’t appreciate the daily attention, but the US activewear market sure does. Her frequently photographed workout looks are certainly a boon to the booming industry, which reached over $30 billion in sales in 2014. (That’s according to market research firm NPD.) While she’s often seen in friend Stella McCartney’s line for Adidas, as well as a trusty Alternative Apparel sweatshirt, the actress works newer labels into the mix. “Naomi does appreciate fashion when it comes to activewear,” says Watts’ stylist, Jeanann Williams. “She prioritizes fitness in her life, and she prioritizes being a mom. She’s always going to squeeze in a workout, and she’s always running from one thing to the next, so she dresses for that.”
For the New York-based Alala, which launched a year ago, Watts’ unofficial endorsement offers legitimacy. “On the branding side, there’s a huge impact for us,” says founder Denise Lee. “But we do see it translating into sales as well.” Lee likes that Watts has been photographed wearing the line’s “Toughie” tank ($80) while carrying an elegant Celine handbag. “Our pieces lend themselves to everyday wear,” Lee says. “They’re not just for the gym.”
Robyn Berkley, founder of New York-based activewear collection Live the Process, has actually run into Watts at studio classes. (The actress has been photographed wearing the brand’s cropped leopard leggings, $135.) “I’m a huge fan of Naomi’s style in general: she’s timeless, sophisticated and just keeps getting better,” Berkley says. “I’ve seen her do a hardcore workout at Taryn Toomey’s The Class and look effortlessly chic walking out in her gym gear. To me, she embodies all things Live the Process.”
And those are just two brands that have benefited from Watts’ seal of approval. A Pam & Gela poppy-print sweatshirt, worn by the actress multiple times, quickly sold out. (The same “Hi-Lo” silhouette is now available in grey and black for $145.) She’s also a fan of Bodyism’s “I Am Shiny” stretch-jersey leggings, $145, and has been spotted on several occasions in a logo-ed Chanel sweatshirt.
To be sure, activewear companies have noticed Watts’ affinity for high-style workout wear, and spend a considerable amount of effort courting her. “People reach out, because it can do a lot for their brands,” says Williams. “The consumer relates to Naomi and her style. They might not be able to have red carpet couture, but they can have her tennis shoes.” Watts and Williams have even batted around the idea of starting their own activewear line. “Why not?” says the stylist. “But it’s about finding the time in her schedule.” With her dedication to those daily workouts, school runs, and multiple movie roles a year, it seems like Watts will have to rely on the designs of others for quite a while.
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