90% matchVarley
Same London studio-to-street activewear-meets-knitwear formula
What changes: Broader sweat-set and layering range, wider wholesale reach
Brand profile
VAARA
London label making luxury activewear, swimwear and knitwear designed to move between the studio and everyday wear.
LondonOrigin
WomenswearFocus
Athleisure / SportswearStyle
$$Price
4 brands like VAARA like Varley, Vuori, Sweaty Betty →
What to know about VAARA
Womenswear only, no men's range
Founded in 2015 by former model Tatiana Korsakova, VAARA is a London label that designs exclusively for women.
Gym clothes styled as daywear
The core is SKINSENSE sculpting bras and leggings in muted tonal and bi-colour palettes, extended by cashmere and cotton knits, swimwear and bags.
Priced above the gym-brand middle
Around £95 for a bra and £145 for a legging, sold direct and through wholesale partners including SSENSE, with V Studio adding Pilates and postnatal classes.
If you like VAARA
90% match
73% matchVuori
Surf-yoga technical knits built for all-day wear
What changes: Men-led, more casual and less luxury-fashion in feel
68% matchSweaty Betty
British performance kit, more gym-first than fashion-first
What changes: Mass-market pricing, printed and sportier aesthetic
67% matchÉterne
Second-skin seasonless essentials in the same muted tonal palette
What changes: No performance fabrics or swim; pure wardrobe basics
Brand facts
VAARA is a London womenswear label founded in 2015 by former model Tatiana Korsakova, built around performance activewear that doubles as daywear. The range covers sculpting SKINSENSE bras and leggings, swimwear, cashmere and cotton knits, and bags, in muted tonal and bi-colour palettes. Core pieces sit around £95 for a bra and £145 for a legging. The brand sells direct through vaara.com and wholesale partners including SSENSE, and runs V Studio, a members' platform of Pilates and postnatal recovery classes.
- Founded
- 2015
- Origin
- London, United Kingdom
- Made in
- Portugal, Italy
- Price
- $$
- Focus
- Womenswear
- Facts checked
- September 2026
- Styles
- Athleisure / Sportswear, Minimalist / Contemporary, Quiet luxury