Dior’s Vibe Collection Gives Gymwear—And Treadmills—A Luxurious Makeover

Few categories have undergone the sea-change that athleisure has experienced over the past few years. All manner of fitness adjacent fashion has transformed from being merely functional to a foundational element of modern dressing. The shift, spurred on by the increase in telecommuting and consumers’ post-pandemic desire to make every outfit worn outdoors count, has prompted many brands to expand their oeuvres with new product offerings. The concept has become familiar. Prada hooked up with Adidas in 2019, Puma joined forces with Balmain and Victoria Beckham gave Reebok a makeover all that same year. Despite the competition, the latest label to offer its take on the athletic wardrobe may be the most surprising. At Maria Grazia Chiuri’s Cruise 2022 show in Athens last June month, the fashion crowd received a preview of the Dior Vibe capsule, a lineup of sporty bags, sneakers, and most interestingly, a range of Dior-ified equipment created in collaboration with Italian sports machine manufacturer Technogym.

Vibe received a splashy debut, with a campaign featuring athletes like South Korean figure skating gold medalist Yuna Kim, skateboarder Brianna King, and Italian ballet dancer Eleonora Abbagnato, Afghan-Danish soccer player Nadia Nadim, surfer Dares Liu, fencer Sun Yawed, and runner Athina Koini. The sleek imagery featuring the women in their element—jumping, dancing, and scoring points—presents their elite achievements and commitment to fitness as the ultimate luxury.

Heading to practice or competition in high fashion might be impractical for these style-conscious athletes. Still, in a moment where the lines between designer fare and workout clothes are blurred and celebrities like Kim Kardashian, Jennifer Lopez, and Kendall Jenner regularly tote handbags worth thousands of dollars while heading to Pilates, Dior gymwear doesn’t seem far-fetched. But the buzziest items within the lineup aren’t wearable. The Technogym objects—which run the gamut from a set of dumbbells and medicine balls to a special treadmill emblazoned with the Dior logo—are a first of their kind. Even if you managed to snag the brand’s Air Jordan 1 or have a few Miss Dior bags hanging in your closet, it’s unlikely that your personal sports equipment is equally high-end. The ultimate accessory for the person who has everything, the treadmill, and assorted tools seem destined to make their way into editorials and Instagram posts. With the prices “available upon request,” the machines might even replace the Birkin as the ultimate status symbol for Hollywood’s gym rats.

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