Given the games’ postponement, athletics are now facing unanticipated additional training. Meanwhile, fashion designers are also working to create outfits for the game.
The COVID-19 pandemic is taking away all the events on hold, including this year’s Olympic Games which are schedule for July in Tokyo. However, the Olympics is one of the more noticeable opportunities for fashion labels to design team uniforms and sportswear collections.
The Olympics may not necessarily be the biggest fashion event, but it does not mean people aren’t looking forward to seeing those collection created by the fashion designers. The opening and closing ceremony are a massive operation for showcasing their designs, worth several billion dollars through sponsorships and broadcasting rights. The International Olympic Committee even hire brand police insuring only paying sponsors show to the public.
“It is a great platform to elevate your brand. You’re on an international stage, one of the only times the international community is together and interacts for a celebratory cause,” trend forecasting firm WGSN’s senior editor Veronica Hendry told Fast Company.
Representing a country is not an easy accomplishment. Its aesthetic value, tradition and popular expectation need to be wisely balanced. When a nation takes its representation personally, there is a sense of ownership and pride on a team’s appearance.
Brand collaboration – Let’s take a look!
Great Britain X Stella McCartney (2012)
People criticise McCartney for taking too many liberties with the adaption of the national flag blue tones, but it is justified as an attempt to make the uniforms feel contemporary.
Sweden X H&M (2016)
H&M dressed Sweden’s Olympians in a sleek and simple uniform. The heavily contrasted colour intended as a social statement rather than a fashion moment.
Cuba X Christian Louboutin (2016)
Louboutin previously had not designed apparel, but the ultimate look showcases modern Cuban culture, instead of the iconic, pre-revolutionary Cuba that is commonly shown.
Italy X Giorgio Armani (2020)
Giorgio Armani launched 5th Olympic campaign for Italy. The latest 2020 official uniform crafted in an elegant midnight blue shade. The green, white and red are referencing the Italian national flag.
United States X Ralph Lauren (2020)
Ralph Lauren has dressed Team USA since 2008. The 2020 collection inspired by the Tokyo graphic look incorporated patriotic, a spirited palette with red, white and blue.
A timely trend
Perhaps the main component of helping Olympics fashion is the ubiquitous trend: athleisure-wear. Because only official sponsors are permitted to feature the Olympic logo, real-life products for the consumer are based on Olympic athleisure-wear inspirations.
Sporty is in, there is a rise in purchases over several seasons. For example, Rihanna for Puma, Nike for Sacai and Yeezy for Adidas. Even luxury brands are joining the prominent evolution like Chloé launched a casual tracksuit, which is a huge wave grown in popularity.
“More [fashion] brands are expanding into sport and athleisure-wear, and this is a great way to do it,” Hendry told Fast Company.
While we won’t get the Games this year, we can at least be fashionistas when celebrating the country’s pride. We’ll just have to wait for 2021 to bring us an exciting and safe Olympic experience.
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