‘Incredible run’: Pip Edwards steps down as P.E. Nation creative director
The athleisure brand’s co-founder has made a surprising announcement after an “incredible” eight years at its helm.
Lifestyle
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Pip Edwards will step down as creative director of her athleisure brand, P.E. Nation.
The surprising announcement comes less than three months after Edwards, who co-founded the brand in 2016 with Claire Greaves, relaunched it to much acclaim at Australian Fashion Week.
On Monday morning, Edwards said she was “stepping back from the role … to pursue new creative challenges”.
“My time leading the brand as Creative Director has been an incredible run, and while I am handing over that role, I am maintaining my P.E. Nation directorship and substantial shareholding,” she wrote on Instagram.
“I am forever grateful for and proud of what we have created, and P.E. Nation will always be in my heart and soul.”
Greaves, who left the business in March, also retains a shareholding and board position. P.E. Nation is majority-owned by Sydney-based fashion group Hotsprings.
Prior to Greaves’ departure, rumours circulated she and Edwards had a “spectacular falling out” during a business trip to London last November – claims the company was quick to shut down.
Days after the eight-year-old brand staged the Grand Showcase at this year’s Melbourne Fashion Festival, Greaves confirmed via a P.E. Nation spokesperson she would “step out of the day-to-day running of the business”.
“Claire will remain on the board and will retain her shareholding as the company continues to thrive in the very creative, visionary hands of Pip Edwards,” the spokesperson said.
With Edwards solely at the helm, P.E. Nation’s revamp was unveiled at AFW in May.
“It’s based in activewear, but it’s the layering pieces that then make it ‘fashion’ – and that’s where it’s going to resonate because it’s speaking to how we are living our lives,” she told The Sydney Morning Herald at the time.
“It’s not loud or bold, it’s easy to wear … it’s down to the styling (and) the way you wear it, that energy doesn’t change.
“The logo play is still there, but it’s not as big, (or) in your face. (The goal is) to have a more seamless wardrobe and to get more bang for your buck.”
In its review of the show, Grazia lauded Edwards for “redefining how we see ‘athleisure’”.
Much like the “rebirth” of P.E. Nation, the 44-year-old said in her announcement yesterday, “it is now time for me to pursue my personal Re/Creation (sic) era”.
It’s unclear what that will look like yet for Edwards, who boasts 194,000 followers on Instagram and is represented by global talent agency IMG.
For now, she wrote, “I want to thank our loyal, committed and amazing P.E. Nation staff and community, both in Australia and abroad, for a phenomenal 10 years of birthing, living and breathing everything P.E. Nation, and for enabling us to collectively reach unforgettable heights.”
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Originally published as ‘Incredible run’: Pip Edwards steps down as P.E. Nation creative director
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