Looking good whilst working up a sweat is now more important than ever for Londoners according to a new survey.
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Research carried out by Hammerson, owners of Bullring (Birmingham), Brent Cross (London) and High Cross (Leicester) shopping centres, discovered 43 per cent of people try to keep as stylish as the Kardashians or Made in Chelsea (MIC) cast when breaking a sweat.
A third of respondents (29 per cent) admitted they invested as much in maintaining their sports wardrobe as they do their fashion wardrobe.
Fiona Campbell-Roberts said: ''Sportswear and athleisure has seen massive growth as a category with fashion brands extending their ranges to include fitness clothing.''
Londoners were the most style conscious - with 68 per cent admitting they like to make themselves Instagram-ready like MIC's Louise Thompson whereas 80 per cent of people surveyed in Wales are more concerned with exercising than what they are wearing.
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