French athleisure brand OPOI to open Vita Fitness pop-up in London

By

Nigel TAYLOR

Published
Apr 13, 2023

French activewear brand OPOI is launching in the UK with a new collection via a pop-up in London. The “new adventure in the UK market”, begins at Vita Fitness on Sloane Square across 22 April-7 May.

With an emphasis on versatility, the brand “refuses to belong exclusively to the sports dressing room, [with] OPOI changing the rules of the game and fashion,” is said of the launch. 

Born from the desire of its Franco-Italian designer, Estelle D'Hermy Morelli to offer a wardrobe offering between well-being and elegance, “OPOI is a patchwork of inspirations with infinite compatibility”, said its founder.

And its arrival in the UK comes about because Morelli “has always been a great admirer of how British people find their balance between work and sport. When Vita offered me the opportunity to open in the heart of London it was for me a no-brainer”. 

The “uninhibited” collection features silhouettes expressed in a graphic spirit, “inherited from vintage images, and are adorned with mineral and powerful hues”. 

“From home to a Pilates class to a professional or personal appointment, alone or with an oversize shirt or blazer”, it said OPOI can be “worn everywhere and by all”.

The range has sourced its fabrics between France and Italy while ensuring their OEKO-TEX sustainability label. On the manufacturing side, she has chosen a Portuguese factory whose motto is unequivocal: ‘From nature, with nature, for nature’.