#PushLIFESTYLE welcomes Fashercise to the Push PR family! Fashercise brings you the latest independent activewear brands from around the world. Their ethos? “Living happy, healthy, balanced lives – we’ll hit the gym hard, but love our wine and pizza”. Now these are life values we can get behind!
Founder, Alexandra Vanthournout, originally started our as a journalist in the fashion industry, working for some of the biggest names including ELLE, Wallpaper*, Louis Vuitton and Chanel to name a few. Struggling to find stylish activewear, Alex started Fashercise as a blog and eventually saw the high demand from her followers for activewear that was comfortable, stylish, but also most importantly fit Every Body. We sat down with Alex to find out more …
What has your four years of experience working as a journalist & being the founder of a successful blog, enabled you to bring to the table with Fashercise?
I originally started Fashercise as a blog. As a fashion journalist, I realised very quickly about 6/7 years ago that there was a huge gap in the market for fitness in fashion and no one was really writing about it or talking about it and a lot of young designers were coming up with sportswear. So, I started Fashercise as a blog and then that became a platform for content, so my background as a journalist definitely did help. Then we decided to turn Fashercise into an e-commerce.
What does it mean to you to be a founder?
I think having your own business and being the founder really allows you to create your own vision and make it come to life. It’s a great opportunity to build something that is yours and build a culture around it.
Have you always been entrepreneurial?
I come from a family that had family businesses from many, MANY generations and I’ve grown up only knowing how to be your own boss so I think for me there was never another option than to be my own boss and to start my own company. I think already at a young age I was always thinking of different ways to make money or how to create something and sell it. Eventually, Fashercise is the one that I stuck with. So I would definitely say that it’s always been in my blood.
You are a huge advocate for body positivity – is this something close to your heart and that you find is crucial in today’s every changing fitness & fashion landscape?
I worked in the fashion industry for nearly a decade, and being short and curvy, I was always the odd one out. I didn’t personally feel strange about it, but I often couldn’t find clothes that fit me, so when I started Fashercise one of the things that I was really keen on doing was finding something for everybody, whether you’re tall, short, curvy, skinny, I think fashion should fit everybody/every body. Of course this is difficult to find in just one item of clothing but it has definitely been a huge commitment on my end. We have pushed brands to stock up to an XL despite them not originally doing it, we are stocking brands that go up to a 4XL. I think it’s just really important to advocate for every body type – so not just skinny, not just curvy, not just tall – and this is now really all coming together on the website with some great brands. For example we have Great American which caters to everybody/every body and I think just because you’re not a sample size doesn’t mean you shouldn’t be able to find something that makes you look and feel great!
Best piece of advice you’ve ever received which helped you to build your profile and your business?
I think the best piece of advice I’ve ever been given is just to be true to yourself. I think if you spend your days pretending to be something or someone you’re not, eventually that will catch up with you. It’s all about being true to your vision, your beliefs. Eventually what you believe in and what you put out into the world will become your reality, so stay true to yourself!
What’s next for yourself and the company?
So the next couple of months are going to be very exciting for both the business and myself. We are opening our very first flagship store in central London (can’t tell you where yet!) and we are also starting our own brand (which again I can’t tell you much about now)! On a personal level, I’m getting married in a couple of months so that will be exciting! It’s definitely a busy summer ahead!
To find out more about Fashercise (and shop their gorgeous selection of activewear):
Push PR x