Silou Active; the sports-luxe label too good to sweat in

No really, this brand is so beautiful – in that effortless, unassuming way – that you’ll think twice before wearing it to your HIIT class.

Silou Active is the latest luxury lifestyle client to join Push and we are hugely excited about championing the debut collection, Celestial Woman.  Designed in London and manufactured in Lithuania using non-toxic materials, the label prides itself on transparency and innovation.

Founder, Tatiana Kovylina, has a very cool 10 years of experience in the fashion industry having modelled for the likes of Givenchy, Calvin Klein, Victoria’s Secret, Ralph Lauren and Oscar De La Renta (ranking up coverage in Vogue, Elle and Harper’s Bazaar). 

She’s got an eye for what looks good, what feels good and is passionate about offering up contemporary activewear that ticks boxes when it comes to function, style and ethical responsibility.

Not only that but Tatiana is a mother of two, massive Radiohead fan and doesn’t believe in superfoods – or super diets. Here’s what else you need to know…

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What does sports-luxe mean to you?
High quality, technical sportswear staples that provide comfort and feel natural on my skin. These pieces blend into my everyday wardrobe because they are classy and timeless. Sports-luxe is now firmly integrated in fashion, it’s no longer limited to the gym or yoga studio.

Brand transparency is fundamental to future-proofing business (as consumers grow more and more conscious about their purchases), is this something you have always advocated?
Where things come from and how they impact the planet is really important to me. As a consumer, I’ve always tried to source products locally. I have an organic farm in Latvia where we produce most of what the family consumes.

I wanted Silou Active to embody this social awareness, responsibility and uphold high standards of production. Our fabrics are tested for toxic chemicals and the clothes are mindfully manufactured in an all-women’s European factory. We have made decisions throughout the creation of the brand to ensure the least impact on the environment.

You have serious fashion creds having modelled for years, how did this exposure to brands influence your designs for Silou Active?

I was very fortunate to witness some great designers, stylists and photographers at work during my 10 years in the high fashion industry. I was always fascinated with seeing the ideas and trends being brought to life. Silou Active came as a result of this, and me being an extremely picky customer –  I was never quite satisfied when it came to activewear.

I’m quite obsessed with the art of construction across our garments, good quality finishes and how something sits on the female body. As a model, I’ve spent years in countless high fashion pieces, but more often than not I was in activewear exercising to keep in shape. Silou Active was born from my love of both high fashion quality and everyday sports-luxe pieces.

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Do you think stereotypes around ethical fashion still exist and why?
I do think there are many misconceptions about ethical fashion. People often think ethical fashion is ugly, recycled or not great quality.

By creating Silou Active, we wanted to show that you can have both a beautiful product that is well made and has had a reduced impact on the environment. The end result is that it costs more to produce, however, these are pieces you keep season after season. In a world where information is so accessible, it is hard to shy away from the fact that everything we do as consumers has a knock-on effect when it comes to other communities and environments.

Silou Active can be worn…?
The collection is designed in a way that every piece can be integrated into any wardrobe.

The range can be worn at the gym, yoga class, cycling, pilates, dance studio. Our pieces can also be dressed up with pumps and a white shirt for a sleek elegant look. We see our customers wearing the collection while doing the school run and then to a meeting. It’s for women on the go, women who truly value their time.

How do you achieve a realistic work/life balance?
I admire women who manage to find balance between business and family without sacrificing one or the other. It’s very much a work in progress for me. I try to be present here and now. Balance is what we all ultimately aim for however what’s key is setting your priorities and doing what you are passionate about.

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Last workout class you did?
I do most of my workouts outdoors regardless of the weather. A combination of cardio and functional training and my TRX is my best travel companion. I take it everywhere I go.

What’s on your playlist?
I could go on for hours here. I fully admit to being a music junkie. Right now you can find Radiohead, The XX, The Cure, Bonobo, Michael Kiwanuka, The Cinematic Orchestra, RY X, Nicolas Jaar, Nils Frahm and Rachmaninov.

Music is my escape, I can’t imagine life without it.

What superfoods are you into right now?
Over the years I have tried many diets and superfoods after being quite curious at 11 years of age. Long story short, I no longer believe in superfoods or super diets.

At home, we eat organic foods that are in season locally and we never use processed or canned foods. If I were to choose one superfood though, it would be avocado.

Describe your debut collection, Celestial Woman, and the women who have influenced it.
Designed to enhance the contours of the female silhouette, every piece is named after a strong woman. They are fearless, gracious and ambitious. From grandmothers to goddesses, each woman has personally influenced or inspired me, one way or another. They hold the strength to climb mountains and weather storms and hold a humble knowledge of their sky-high potential.

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Juice or smoothie?
I’d rather an espresso!

Yoga or HIIT?
Both, with emphasis on yoga

Ultimate bit of beauty kit and why?
My go to items are Geranium and rose otto essential oils. I‘ve used them for years by adding few drops into my day and night creams. Both oils are known for their anti-aging, antiseptic and astringent properties. And both scents are heavenly.

Biggest indulgence?
Red wine, cheese and warm focaccia.

What do you want to achieve in 2017?
2017 is going to lay the foundation of Silou Active as a brand. I see it as planting the seed of a big tree that is going to grow bigger and stronger every year.

Silou Active launches online in February when you can shop the good stuff. Until then, take a look at the brand’s Instagram account for a closer look.

Push x

 

 

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