Synergy

In the pursuit of a life in balance, these local brands are merging fashion and wellness through activewear

- MARIAN SAN PEDRO

CHÁRMÁ

For local brand Chármá, fashion in activewear is about giving good energy through their pieces, keeping in mind these four aspects: fitness, function, fashion, and free soul.

“Wellness for me is making healthy choices every day to live a fulfilling life,” says founder Charmaine Palermo. “It’s a balance between all aspects— physical, emotional, mental, spiritual, social, and environmental. It’s having positive perspectives and values by which we live, and knowing our strong sense of purpose, then consciously taking mindful actions to live that every day.”

A key factor for good activewear? The effortless transition from running on a track to running an errand. In every design, the brand integrates stretch with sleekness, breathability with boldness, and support with sophistication. And the heart of it all, the brand speaks with intention—to inspire, empower, and bring blessings of energy.

“I want to bring together the characteristics of activewear and streetwear with a sleek minimalist aesthetic,” Palermo says. “I want to give the market pieces that have a very strong focus on function and style, to meet the demands of women with an active lifestyle—women who want to be comfortable with what they wear and, at the same time, look great.”

As Palermo sees it, activewear and athleisure will keep growing as the local culture continues to give importance to self-care and consumers choose to spend their money on clothes that are multiseasonal and multifunctional. There will be more innovations on sustainable materials and design for activewear as well as more collaborations with luxury brands and giant sports labels.