With an asphalt runway and a live punk rap soundtrack, 7 Days Active made the case for sportswear with a new kind of energy
If you couldn’t feel the electric energy simmering in the air at the sports hall in Copenhagen’s Kongens Enghave, then hyped Danish punk band Fabräk certainly delivered it. To their feverish live soundtrack of frantic drums and high-octane rapping, 7 Days Active’s models intersected across the line markings of soccer and basketball fields – a very literal location to showcase the suitably sporty ensembles.
For spring/summer 2024, 7 Days Active’s creative director Simon Rasmussen forged a harmonious fusion of style and athleticism, seamlessly merging leather, sequins, recycled cotton, and bedazzled details in a way that – somehow – made a lot of sense. Elsewhere, show-goers caught glimpses of the brand’s latest collaborative pieces in come courtesy of Veja, Hera, and Jane König.
Like previous collections from the brand, it’s all about transitioning from the gym to the streets. “This collection represents our dedication to pushing the boundaries of sportswear and fashion,” Rasmussen says, “embracing unconventional materials and embellishments. We aim to inspire individuals to explore their own unique style and express themselves confidently.”
With the punkish playlist and buzzy faces in the model lineup – consisting of everyone from Nina Marker to Rebekka Eriksen – the collection’s name ‘Bad Boys 4 Life - Hot Girls Love Losers’ felt like a pointed takedown of the ‘clean girl’ and wellness tropes so often associated with athletic wear. And based on the audible reactions from the audience, Copenhagen is ready for it.
Discover the full 7 Days Active SS24 collection below:
7 Days Active - SS24
