After eight years showing in London, the British fashion brand KNWLS made the choice to show in Milan, marking their commitment to expanding into new communities and showing off their latest collaboration with Nike, Synergy. Over the past few years, sports has seamlessly woven itself into fashion, transforming from functional performance wear into a cultural force that defines style, identity, and luxury. When high fashion began borrowing athletic silhouettes, fabrics, and styles, it showed that sportswear could be aspirational on and off the field. As such prominent parts of society, it’s no wonder the two have finally found common ground. KNWLS’ latest collection reimagined the role of sports in women’s lives, creating a world where the two can coexist to create an untouchable force.
The collection featured weatherproof plaids with reflective threads; leather bonded to neoprene, Nike Flyknit adapted into corsets, sculpted jackets, pointed sneakers, and, of course, their signature denim reimagined for the Italian runway. Sneakers mixed Air Max Muse elements with ballet or boot-like shapes, while models emerged through a semi-transparent tunnel bisecting the industrial space with aggressive techno beats pulsing above as light revealed their silhouettes in stages.
KNWLS’ Milan debut shifted the brand’s narrative and broadened their reach by merging sensual fashion with sportswear. Almost every piece in the collection could be worn in the gym or at the club – talk about versatility. But this fusion of aesthetics goes beyond clothing. As one of the many brands collaborating with Nike this season, KNWLS is part of a movement supporting the desire to indulge in life’s many pleasures while simultaneously prioritising health and wellness. Amid an industry that loves its labels, KNWLS’ collaboration with Nike showcases the power of embracing both strength and sensuality.
Following a successful debut in Milan and rumours of an exciting new project, what does this new demographic mean for the London brand? Known in the UK for its edgy, futuristic aesthetic, entry into the world of Italian luxury and heritage suggests a possible shift in brand direction. It also raises the question whether Milan was the right stage for their EU debut, given that the Nike partnership might have felt more at home on a London runway. What’s clear is that KNWLS is testing the boundaries of its identity, stretching between its London edge and the broader luxury landscape. How the brand continues to merge sensuality, sport, and heritage will shape whether this move becomes a reinvention or simply a new chapter in its evolution.