247 by Represent launches first-ever womenswear collection

UK – Performance wear brand 247 by Represent has unveiled its debut womenswear collection, marking a new chapter as it responds to rising demand for luxury athleisure. The collection drops online and at a London pop-up on 9 April.

Part of the spring/summer 2025 line-up, the 14-piece edit includes standout styles such as the DNA Sports Bra, DNA Legging and DNA Training Jacket – all made from sustainably sourced, high-performance fabrics.

Designed by Represent’s new head of womenswear Toni Purdie (former head of design at Topshop), the collection aims to deliver gymwear with ‘lasting style that can go the distance’. In a press release, Purdie added: ‘The On a Mission ethos of the 247 brand is all about inspiring people to perform at their very best… we want to give people the confidence to go and achieve great things without having to sacrifice their style.’

Represent co-founder George Heaton said the move from menswear to womenswear is a natural progression: ‘We have so many women already in our community who attend our events and our runs all over the world, so we know the demand is already there.’

For more insights on Represent’s secret recipe for success, read our Brand Innovation Debrief: Represent.