The Constant is Aritzia’s new active line, and its focus is a juxtaposition between clean minimalism and soft femininity.
When originally planning this palette, we noticed the market was lacking a softer approach to colour in women’s athleisure and activewear. Companies like lululemon, Nike, and Adidas were focusing on brights or primary shades which left us in a position to provide easy feminine shades like pink and mauve to our customer.
When thinking of a soft alternative to brights and primaries, we shifted focus instead towards neutrals and hues that spoke for neutrality. With the popularity of pink in both market and street, we decided we could build the palette around soft pinks that could layer and were both effortlessly feminine and easy to wear.