Represent Woman: The Story So Far

2025 marks a pivotal year for Represent as bold steps were taken into womenswear.

Since February, with each launch Represent Woman has carved out its own space whilst staying true to the DNA of Represent. Every milestone has reflected our commitment to clothing that blends function, style, and identity.

Now that we are midway through the year, it allows us reflect on our defining moments so far.

The launch of Represent Woman

The 12th of February saw the launch of our first-ever women's wear line. The luxury women's clothing collection was 2 years in the making, undergoing endless developments and evolutions.

The debut women’s launch ‘Overdrive’. From midi dresses to women's jeans 'Overdrive' brought our signature design ethos into a new era. Clean lines, bold graphics, and considered details, redefined for the modern woman.

“It’s all about keeping the DNA but elevating it in a new way.”
- Toni Purdie, Head of Womenswear Design

To mark the arrival of the womenswear offering, we co-hosted an intimate dinner with long-term partner Selfridges, listed on the official London Fashion Week schedule. We also partnered with END to unveil the new collection as part of Milano Fashion Week. In Manchester we launched at our flagship store hosted by Sexy Fish, and in LA we took over Chateau Marmont.

The launch of 247 Woman

On the 9th of April we launched 247 Woman with an initial 14 piece womens activewear collection. This was a new chapter for womenswear, delivering a collection built for performance without compromise. 247 Woman offers high-functioning activewear that transitions seamlessly from training to everyday wear. Featuring a range of activewear leggings to activewear tops, the collection embodies the ‘On a Mission’ mindset: engineered for movement, designed to elevate.

“Launching 247 Woman was the natural next step for the brand. We have so many women already in our community who attend our events and runs all over the world.”
- George Heaton, co-founder and Creative Director

To celebrate the landmark launch, we hosted a three week 247 pop-up on Soho’s Brewer Street, with the first week dedicated to our new womenswear offering.

Our first Summer

On the 4th of July we launched our Womens High Summer collection, a trans-seasonal wardrobe designed for women who move seamlessly between moments. The collection fuses street and casual wear influences with a refined spin.

We also launched a collaboration with British heritage brand Hunter. The Hunter Womens wear collection blends British tradition with American influence, tapping into our vision to bring a fresh, Americana-inspired edge to our UK streetwear roots.

“This is probably my favourite collaboration idea in our history.”
- George Heaton, Founder and Creative Director

First Partnership Event

On the 13th of August, 247 Woman collaborated on a 5k women’s only run with Free Soul from the Represent London Store. The brand’s first collaboration helped to bridge the gap between performance apparel and science backed nutrition.

The event hosted by @cecep_ fit gave an exclusive preview of the 247 Woman FW collection.

With our womenswear journey underway, Represent Woman is steadily defining a new era for the brand.

The foundations laid this year demonstrate a commitment to design innovation, community and everyday style.

Looking towards the future, the highly anticipated 45 piece Fall/Winter launch, is just around the corner launching on the 1st of October.