Not Adidas, Not Nike—Stylish Celebs Are Now Very Into This Under-the-Radar Trainer Brand

I’ll be honest—when I think about the trainer brands making waves right now, Ecco isn't exactly top of mind. Known for its orthopaedic-friendly soles and practical designs, the Danish label has long been synonymous with comfort over cool. But it looks like things are starting to shift.

Just last week, I spotted Suki Waterhouse wearing a pair of Ecco trainers that made me look twice. Ditching the usual Nike or Adidas staples, Waterhouse opted for the brand’s under-the-radar Biom Lite-W style (£120), and honestly, she couldn't have chosen better. With a sleek, streamlined silhouette, subtle stripe detailing and a rich, burgundy hue that matched her tonal shorts, Waterhouse's low-profile trainers felt like a surprisingly natural pairing to her sporty ensemble.

Not just Waterhouse, I also noticed that actor Chloë Sevigny has developed a penchant for the brand. Wearing Ecco's Biom C-Trail Trainers, now on sale for £108 Sevigny created a typically chic outfit, pairing the lace-up style with a swishy, feminine skirt and utilitarian jacket.

Ecco, once the go-to for sensible walking shoes, is clearly in the midst of a rebrand. The brand’s newer silhouettes manage to retain Ecco’s technical edge while tapping into trend-led shapes, colours and design details that feel distinctly now.

Less clueless dad, more cool-girl, scroll on to discover the sleekest styles to shop now—I promise you won’t be disappointed.

Shop ECCO Trainers:

Shop the specific shoe trend Suki Waterhouse loves.

Chloë Sevigny's favourite sneakerinas are currently on sale.

These chunky trainers are amongst my favourites from the brand.

The lace detailing gives these playful trainers a feminine edge.

While I love these in the black, they also come in a fresh shade of white.

Style with white socks to give your look a preppy edge.

Add a pop of colour to your transitional wardrobe.

Every great wardrobe starts with a classic white trainer.

These classic trainers also come in seven other shades.