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By Benjamen Judd

AFW: Pip Edwards Redefines How We See “Athleisure” With P.E. Nation

The definitive athleisure brand has left the gym

AFW 2024, Australian Fashion Week, P.E. Nation. — SYDNEY, AUSTRALIA – MAY 14: A model walks the runway during the P.E Nation show during Australian Fashion Week Presented By Pandora 2024 at Carriageworks on May 14, 2024 in Sydney, Australia. (Photo by Stefan Gosatti/Getty Images for AFW)

In anticipation for her debut show as sole creative director at P.E. Nation, Pip Edwards followed in the footsteps of Demna, Daniel Lee, and Sabato De Sarno by completely wiping the brand’s Instagram account. A clean start for a new chapter. But Edwards makes clear that the shift in management hasn’t changed the dynamic that has made P.E. Nation such a success.

“As a co-founder and creative director since the brand’s inception, I’ve always driven all creative parts of the business,” she told GRAZIA ahead of the show at Australian Fashion Week presented by Pandora. “Sharing inspiration and collaborating with the team on creative aspects, such as show pieces, styling, vibe, and music, has been integral to my role. So, the transition hasn’t really changed how I operate; I love being hands-on and seeing all the moving parts come together is one of my favourite aspects of the business.”

But change is inevitable and the biggest shift has come in perhaps the way that Edwards, via P.E. Nation, continues to redefine exactly what we mean we think of “activewear”. In the past, she’s referred to the brand’s output more as functional fashion.

Similar to stripping the social media accounts bare, for her debut solo collection Edwards stripped back familiar pops of colour and graphic elements and neon elements that had previously been woven into the P.E. Nation design. Instead, Phase II of the brand is taking a more streamlined approach that really does embrace functionality. Focusing on monochromatic neutral tones, essentials of black and white, the new range will be more about integration into everyday scenarios.

“[The new collection] is very considered,” she says. “We fine-tuned each piece to ensure it’s strong enough to stand alone yet seamless enough to integrate into an existing wardrobe. The neutral base palette is incredibly versatile, and the subtle hardware elevates each piece, making it refined and perfect for layering.”

It’s easy to imagine the skirting paired with crisp white shirts; or the mini-tops worn beneath blazers, some complete with shoulder pads for structure. Or the actual blazers doubling as chic outerwear post-pilates. The natural progression from a brand born out of a desire for freedom of movement into a movement of freedom feels right.

“We aim to create a wardrobe that moves with you, simplifying dressing for everyday activities. If we can make dressing easier, it allows more space to enjoy life. Our focus is on creating pieces that are functional, stylish, and like a second skin, so your personality can truly shine.”

SYDNEY, AUSTRALIA – MAY 14: A model walks the runway during the P.E Nation show during Australian Fashion Week Presented By Pandora 2024 at Carriageworks on May 14, 2024 in Sydney, Australia. (Photo by Stefan Gosatti/Getty Images for AFW)

topics: AFW 2024, P.E nation, pip edwards