The Ultimate Rebrand: How Pilates Culture Became the ‘It Girl’ Staple

In the age of wellness rebrands, few fitness trends have captured the collective imagination quite like pilates culture. 

From celebrities leaving studios with green juice in hand to the rise of the ‘pink pilates princess,’ pilates culture has become more than a workout. 

It’s an aesthetic and a reflection of today’s shifting ideas about femininity and wellness. This cultural movement has turned pilates into the ultimate status symbol for those seeking to look good and feel good, inside and out.

History of Pilates 

Despite being predominately practiced by women, pilates was actually created by a man named Joseph Pilates over a hundred years ago. Joseph Pilates was born in Germany in 1880. He was a sickly child suffering from asthma and other health issues.

Pilates was determined to become strong and healthy. He took up bodybuilding and gymnastics. In 1912, he left Germany for England to become a professional boxer and circus performer. 

When the First World War broke out, Pilates was arrested and interned in a camp on the British Isle of Man. It was here that he developed ‘contrology,’ the original name for the workout we all know and love.

He felt inspired after seeing the way cats chase rats. He studied cats' movements and created a series of exercises that focused on strengthening the core, improving flexibility, and enhancing overall body awareness. 

From Rehabilitation to Rebrand  

In the 1920s, Joseph Pilates moved to New York and opened his first studio. It quickly became popular within the dance community for its injury rehabilitation and prevention. Thus, pilates culture was born. 

Renowned dancers, such as George Balanchine and Martha Graham, sent ballerinas from their dance companies over to his studios. And he grew a celebrity clientele with Katharine Hepburn and Sir Laurence Olivier.

Pilates culture didn’t hit the mainstream until the 1990s thanks to celebrities such as Madonna, Gwyneth Paltrow, and Jennifer Aniston. They were spotted heading to Pilates studios daily and began attributing their hot physiques to the workout.  

The ‘It Girls’ of the 90s were the blueprint for modern-day pilates culture. 

The Almost Fall of Pilates?

Believe it or not, before we saw the recent explosion in popularity, pilates was in serious trouble. By 2015, pilates attendance was down across the country. Studios were struggling, and some began to close. 

Pilates culture took a hit as power yoga, Pure Barre, SoulCycle, and HIIT began to rise. The popular workouts at the time were in line with what was trending.  

The 2010s was the peak of ‘hustle culture’ and all about being a ‘girlboss.’ Millennials wanted to get their hearts pumping and calories burning. They craved loud, pumping music as they worked up a sweat. 

Unfortunately, the slower pace of pilates did not fit into that. The numbers dwindled, but this was not the end of pilates culture. 

The Rise of the Pilates ‘It Girl’

How did pilates bounce back? COVID played a huge part. With the world shut down and everyone forced into quarantine, they all suddenly found themselves with so much time on their hands. 

People became more health-conscious and willing to change their lifestyles to increase their well-being and improve their mental health. A 2022 study found that 62% of people report that their health is more important to them now than before COVID.

All of a sudden, all of the internet’s ‘It Girls’ were seen leaving pilates studios. Hailey Bieber, Bella Hadid, and Kendall and Kylie Jenner. Green juice in hand, and wearing the cutest athleisure sets. 

Pilates culture was spreading like wildfire. It went beyond working out like the ‘It Girls.’ It became about transforming into an ‘It Girl.’ 

With 208.5K posts on #pilatesgirl on TikTok, pilates is more than just an exercise, it’s now a lifestyle. 

Social Media and the ‘Pink Pilates Princess’

The ‘pink pilates princess’ is everywhere. It’s reached a wide audience on TikTok with 145.4K posts on #pilatesprincess. And beyond the social media app, ‘pink pilates princess’ made its way into 2024’s Spotify Wrapped, going international. 

It’s not another fleeting TikTok trend but a cultural movement. 

The ‘pink pilates princess’ isn’t just someone who loves pilates. She’s known for her matching pink Alo yoga sets, pink Stanley cup, and her matcha latte. She loves her extensive skincare routine and writing in her gratitude journal. She prioritizes self-care over everything.  

Despite how it sounds, the ‘pink pilates princess’ is not solely tied to its aesthetics. It redefined pilates culture as a mindset of wellness. It's a mindset focused on enjoying the little things in life and nurturing your soul to create work-life balance.   

Pilates now represents a pilates culture of self-care, discipline, and elegance that resonates with Gen Z audiences. It has become a curated, feminine existence. 

The Feminine Renaissance in Fitness

For decades, fitness was defined by intensity. Sweat, strain, and slogans like ‘no pain, no gain.’ Pilates culture flipped that script. 

Its movements are small but powerful, emphasizing alignment and control over brute force. The result? A new definition of strength. Feminine, graceful, and enduring.

The magic of pilates culture is working out to cultivate joy, balance, and self-love. Rather than prioritizing burning calories with high-intensity workouts, pilates is building a mind-muscle connection. Nurturing both the mind and the body.   

Pilates strengthens muscles, improves posture, reduces stress, and promotes sustainable wellness, all while celebrating confidence, balance, and self-care.

This doesn’t mean that pilates is easy, though. It’s low impact but still increases the heart rate and gets the muscles burning. All while connecting to one’s feminine side.

Conclusion

Pilates culture has taken the internet by storm. Its impact can be felt all over. From celebrities to TikTok and even to Spotify, pilates culture has reached a global audience.

Pilates culture has become a symbol of modern wellness, offering a way to cultivate strength, confidence, and self-care all at once.

What started as a method to strengthen the body has transformed into a cultural phenomenon. One that blends fitness, mindfulness, and lifestyle.

Whether you step onto a mat for an hour or embrace the lifestyle that surrounds it, pilates offers a blueprint for moving through life with strength, intention, and style. The ultimate wellness rebrand for the modern ‘It Girl.’

✍️ Written by Alexis Marin