As sport and fitness aesthetics become increasingly influential within contemporary fashion, athleticism has become a familiar visual language within fashion editorials. Yet the people who actually embody athletic culture, including professional athletes, fitness professionals, and fitness enthusiasts, are often absent from these representations. Instead, fashion editorials frequently rely on models and celebrities to perform athletic identities, reinforcing the dominance of the traditional “fashion body.”

Even when athletes are included, they are often styled more conservatively, given less visual prominence, or positioned as secondary subjects to the fashion models around them. This raises a larger question: who is considered worthy of visibility within fashion imagery?

FORME Magazine was created in response to this gap. Combining fashion, fitness, movement, and identity, FORME reimagines the fashion and fitness editorial by placing people with lived experiences of movement at the center of the image. Rather than asking athletes to conform to traditional fashion ideals, the magazine explores how fashion can adapt to and celebrate the bodies, identities, and experiences already present within sport and fitness culture.

Issue 01: RETURN, launching in December, marks the beginning of this exploration. The issue challenges conventional ideas of who belongs within fashion imagery and redefines the relationship between fashion and fitness through editorial photography, storytelling, styling, and creative direction.