A former member of Chanel’s haute couture design team is making their mark in cycling attire as the creative director of the American brand Jelenew that first appeared on the scene in 2021. They made quite an entrance too, with American actress Kat Graham strutting Jelenew’s cycling pants on the red carpet at the closing ceremony of Cannes last summer.
Jelenew calls itself “the world's first performance cycling couture apparel and lifestyle brand with advanced protective technology made only for women”. The brand aims to combine sporting performance and haute couture aesthetics, claiming that its jerseys fit women’s bodies better and deliver higher performance..
