Gymshark teams up with Y2K Bratz dolls for limited-edition collection

Gymshark is launching a four-piece womenswear collection with the Y2K Bratz doll, with the aim of empowering women to "feel as strong as they look, and as bold as they feel".

The four-piece sculpting collection includes a sports bra, crop top, shorts and leggings, with pieces "engineered for lifting and designed to be seen".

Bratz dolls were known for their bold, trendy Y2K fashion, almond-shaped eyes and oversized glossy lips. Defined by a sassy, rebellious attitude, the dolls came to life in animated series and films across the early 2000s.

The collection looks to tap into a cultural shift around how Gen Z women show up in fitness today by "embracing strength and femininity at the same time".

The collection's launch coincides with research commissioned by Gymshark that revealed that 53% of Gen Z women in the UK have changed their gym routine in some way because of how a space made them feel as a woman.

Of the women interviewed, 25% said they switched gyms, 23% said they avoided going on occasions, while 6% said they stopped going altogether.

The study also found that 89% of women globally said their outfit impacts how they feel during a workout.

Hannah Hastings, head of brand at Gymshark, said: "This collab is a love letter to every girl who had a Bratz doll growing up. Culturally, Bratz marked something important - it was the first doll that was feminine but also a bit rebellious, unapologetic, and unafraid to take up space.

"With so many women feeling pressured to downplay their femininity just to be taken seriously at the gym, we wanted to create something that encourages them to show up as themselves."

Jasmin Larian Hekmat, President and Creative Director of Bratz, added: "Bratz has always been about pushing culture forward and encouraging girls to own their individuality.

"With Gymshark x Bratz, we loved the opportunity to merge fashion, fitness, and attitude in a way that feels authentic to today’s generation. This collaboration is about showing that confidence comes from embracing every side of yourself, whether that’s glamorous, strong, playful, powerful, and now bratty."

The collection was celebrated with a fully immersive experience in Wynwood, Miami, with the space brought to life with a "bratified" gym experience. This is also the location of Gymshark's first-ever public gym, which is set to open this summer.