August 29 2014

styledotcom Models share their fashion month beauty must-haves: @K_MITT @TheSocietyNYC

Subscribe to Style Magazine

Laain Gives Activewear a High Fashion Edge



“Nobody’s doing cool women’s sportswear, and when you look at men’s collections, so much down the catwalk is sportswear!” That’s the sentiment behind Laain, a new activewear brand from Tamara Rothstein and Sheila McKain-Wade. “And if they do go into it,” Rothstein continued, “it’s very literal, rather than doing a really good look.” The Laain duo hope to remedy that. Rothstein, a stylist and consultant (her client roster includes the likes of Dior, Vuitton, Topshop, and Puma), was a cofounder of the late cult label LMNOP; McKain-Wade is the former head of womenswear design for Brit heritage brand Daks, and presently serves as Jaeger’s creative director.


Debuting exclusively here, Laain’s inaugural collection was created with an eye to the fluid simplicity of eighties Donna Karan, as well as McKain-Wade and Rothstein’s day-to-day as professional mothers in London. “I have a class, and I have a kid, and I have to work. You do bedtime and then you do a run afterwards or go to dinner, and it all becomes part of your life,” said Rothstein. The Fall range boasts plenty of great-looking, versatile knits, and as Rothstein was quick to note, it’s activewear, but not “techy” activewear—i.e., it’s a far cry from Lululemon. Per Rothstein, “We wanted to feel quite smart in our sportswear. We wanted to have a legging you could do sportswear in but you could turn up to yoga in, and then throw on a jumper, and look good enough to go into work.” Dresses and Pilates-ready pieces for the Céline set? Sign us up.

Laain Fall 2014 (ranging from $100-$700) will be sold on Net-a-Sporter from its July 9th launch, and at Kiosk in Palm Beach.

Photos: Courtesy Photos

Designer Update