The Only, the fashion brand under the Bestseller Group, is stepping into the sportswear market with a fresh and stylish approach. This move comes as the women's sportswear sector continues to grow rapidly in Europe, and The Only aims to capture this trend by offering a range of fashionable yet affordable collections. The brand has recently introduced the "Only Play" series, designed to blend functionality with style, and it will officially launch at the end of January.
The Only Play collection is not just about fitness—it’s about making sporty aesthetics accessible to all women, whether they are regular gym-goers, casual exercisers, or simply love the look of sporty clothing without necessarily engaging in sports. The goal is to appeal to a broad audience, creating a bridge between everyday wear and active lifestyles.
The new line includes four collections per year, with around 80 styles in total. While most of the pieces are sportswear, the series also features professional attire tailored for activities like fitness, dance, Pilates, and outdoor adventures such as hiking. This variety ensures that the brand can cater to different interests and needs within the female market.
To expand its reach, The Only is collaborating with sporting goods retailers that value both fashion and functionality. These partnerships aim to bring the brand’s unique style to new audiences while maintaining a strong presence in existing retail channels. The Only Play series is already available at Vero Moda stores in France, signaling a strategic move to integrate into broader fashion and lifestyle retail networks.
With a focus on affordability and style, The Only Play is set to redefine how women perceive and wear sportswear—making it not just functional, but a key part of their daily wardrobe.
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