Real reason we’re not dressing up: Inside the rise of dress code neutral clothing from Hailey Bieber to Nike and SKIMS

Forget fast fashion, the latest trend is about ‘multipurpose’ dressing – and celebrities and major fashion players are taking notice.

Forget fast fashion, the latest trend is about “multipurpose” dressing – and it is taking off in Australia.

Clothing items are being designed to be worn from the office to workouts, and out at night – and some of the world’s most in-demand brands are buying into the trend.

Prompted, in part, by the cost of living crisis which has seen discretionary spending reduced, brands are releasing collections that blur the lines between fashion and functionality, retail experts and stylists say.

And it’s creating a new trend – enter dress code “neutral” clothing.

From smart casual to daytime office attire, athleisure wear and going out pieces you’d wear at night, they’re staple items that negate the need to buy different clothes for each setting.

Hailey Bieber is a fan of the multipurpose dressing trend. Picture: Getty Images

It’s a model popularised by Kim Kardashian’s $US1.6 dollar brand SKIMS – which recently signed a deal with Nike to form NikeSKIMS – where clean lined silhouettes and neutral colour palettes reign over trend-driven designs that fall out of fashion quickly.

(Such was the fanfare, the announcement alone in February generated $US6.1 million in exposure, per Women’s Wear Daily. Vogue noted that Nike shares spiked by 6.2 per cent in the wake of the announcement.)

Nike itself recently launched a collection dubbed 24.7, a line of elevated, athleisure-inspired pieces described as “versatile; distraction-free; and tailored for all-day comfort, style and function”.

And it’s not just international brands who are doing it. Australian designers Henne, Venroy and camilla and marc are also popularising the multipurpose wear trend, with basics that can span workwear to going out attire all in one.

Kim Kardashian’s athleisure brand SKIMS recently announced a mega deal with Nike, dubbed NikeSKIMS. Picture: Nike

‘MAKE THEIR DOLLARS GO FURTHER’

So what is driving the multipurpose dressing trend? Australian Retailers Association chief industry officer Fleur Brown said shoppers were being “more discerning” with their spending – and wanted their purchases to go further.

“Cost-of-living pressures are also leading to an increased desire from shoppers to make their dollars go further,” Ms Brown said.

“We’ve seen the continued rise of fashion flexible clothing post-pandemic as consumers experienced an increased blending of home, work and social experiences,” Ms Brown said.

“It’s no surprise that multipurpose clothing could inspire shoppers to purchase quality goods that stand the test of time, rather than fast-fashion items that have minimal lasting power.”

Latest retail figures from the Australian Bureau of Statistics show a 5 per cent increase in spending on clothing in 2024, compared to the same period in 2023.

Kim Kardashian has long bought into the dress code neutral trend – seen here in red carpet mode at the Vanity Fair Oscars after-party. Picture: Getty Images

“While this rise is encouraging to see, it’s been an incredibly tough economic climate for all Australians in the past year and fashion retailers remain vulnerable,” she said.

And major fashion players are taking notice of the shift in consumer priorities.

With its recent SKIMS deal, Nike is blurring the lines between lifestyle and sports wear. The launch of its 24.7 range reflected signalled a move towards an “ath-life” aesthetic, stylist Jade Leung said.

“This collection is [an] example of how to curate a wardrobe that can cater to your class in the morning to your first work meeting through polished fabrications and classic silhouettes,” Ms Leung said.

A model wearing Nike's line of elevated multi-wear basics, dubbed 24.7.

The full look. Tailored pants aren’t just for the office. 24.7 could be seen as a precursor to NikeSKIMS.

The range features the hallmarks of sports wear – DRI-FIT technology and stretch woven fabric (dubbed ImpossiblySoft and PerfectStretch) – but made into elevated silhouettes.

Among them? Wide-legged tailored pants, collard shirts and midi skirts featuring concealed pockets and pleating in a nod to the sporty luxe trend of the tennis skirt.

The pieces wouldn’t look out of place worn in a corporate environment with heels, or in less formal settings with sneakers.

Celebrity stylist Elliot Garnaut said the rise of dress code neutral clothing is driven by changing consumer lifestyles and economic pressures.

Tennis racquet optional. Neutral tones make it easier to dress up or down, as seen in the new line priced from $110 to $190.

“With the cost of living crisis, shoppers seek versatile pieces that offer more value, moving from the office to the gym and even dinner without needing multiple outfits,” Garnaut said.

“The hybrid work environment has blurred traditional dress codes, pushing comfort and practicality to the forefront while still maintaining style.”

Skims as displayed on a shelf at US department store Nordstrom. Picture: Getty Images

He said multipurpose dressing was a “fusion of athleisure, smart casual, and minimalist tailoring”.

“While athleisure gained popularity in the mid-2010s (or was it the 90s thank you Princess Diana!), the shift toward dress code neutrality went into overdrive post-pandemic as flexible work and lifestyle habits took over,” Garnaut noted.

“The trend hasn’t peaked yet; it continues to grow as consumers seek lasting, versatile pieces over trend-driven items – and I anticipate a long shelf life.

“This trend directly meets the demand for cost-per-wear value.

“Consumers are buying fewer, more versatile staples that work across multiple settings, maximising each purchase. It also supports sustainability efforts, promoting mindful shopping without sacrificing style or functionality.”