Tory Burch enters another competitive market with her newest line of athletic wear—at least her own take on it.

This coming fall, she will be launching a brand called Tory Sport. It’s a collection of stylish tennis ensembles, sleek tracksuits, surfwear, golfwear, and a bevy of après-sport clothes.

Tory Burch, the CEO of her namesake brand, says she started noticing her friends in London were wearing yoga pants with blazers for lunch. “It really seemed like a change in the way women were dressing,” she tells Vogue.

Her new fashion line aims to answer the question: “How do we make this stuff chic again?” And by stuff she meant gym clothes she didn’t find interesting at all.

For the line’s specifics, it’s not just her answer to the athlesuire trend. She wants to focus more on femininity and not the garish kind. “I was thinking more The Royal Tenenbaums,” she says in terms of the line’s design.

As a preview to the collection before it hits the stores, Tory is seen wearing some pieces in what could pass as a family photo, where her three sons, three stepdaughters, and models gathered in their Southampton home for the Vogue shoot.

Growing up as an athlete—riding horses and hitting tennis balls, it makes sense that she’s starting her own line of activewear. She even made FitBit wearable!

Yes, Tory Burch is no stranger in winning. Her Tory Burch brand is now one of the world’s most successful fashion brands, now valued at $3.5 billion. In just a little more than a decade in the business, she has already brought us the iconic Reva ballet flats. And in 2013, she was the second youngest female-self made billionaire.

This collection may be another trophy for Tory Burch and her brand.

[Vogue]

Photos courtesy of Vogue