Every four years, our sport-viewing cravings are satiated by the Olympic Games—a 17-day spectacle featuring 10,672 athletes from 196 nations, competing in 32 different disciplines. With its medals, drama, and everything in between, the Olympics capture the attention of millions worldwide.
Courtesy of LVMH
With their extensive media exposure, the Olympics provide the perfect opportunity for brand exposure and partnerships. This year, as the games arrive in Paris, the fashion capital of the world, the possibilities for glamor could not be better. Many sponsors have already proudly revealed their involvement in the Olympic games. Leading the charge, LVMH subsidiaries Louis Vuitton, Dior, and Moët Hennesy have aligned themselves closely with the prestigious games as official sponsors. These Maisons will provide medal designs, trays, champagne, and more. As we travel to the heart of design and luxury, we can’t help but to take a closer look at the brands that will partner with participating nations. Here are seven countries that we will be watching during the opening ceremony on July 26th:
Team USA
Ralph Lauren has designed Team USA ceremony uniforms for the 9th time in history. In the opening ceremony, Team USA will parade down the Seine river in navy jackets contrasted by casual denim bottoms. The athletes will close out the games in a Ralph Lauren look inspired by the classic motorsport uniform. In addition to the formal wear, the American squad has partnered shapewear brand SKIMS to provide loungewear, sleepwear, and swim gear.
Courtesy of Getty Images
Team Netherlands
Dutch athletes are showing up in style! The Amsterdam-founded brand Denham welcomed former athletes into their studio, as a result producing an ensemble that is both stylish and breathable.
Courtesy of Denham
Team Nigeria
Team Nigeria will compete in the Summer Games in a look created by Actively Black, a small LA label founded by former basketball player Lanny Smith. His business, started in 2020, is truly small with only three employees yet like the Nigerian Olympians is playing in the big leagues among giant contenders.
Courtesy of Actively Black
Team India
We are enamored by the ceremonial outfits created by Tasva, a local fashion label based in Delhi. Designer Tarun Tahiliani seamlessly incorporated India’s tricolor and native fabrics into this breathable, contemporary look.
Courtesy of Tasva
Team Poland
It’s Poland’s 100th year anniversary at the Olympics! To celebrate a century at the games, as well as Parisian fashion, BIZUU, a local Polish boutique formed by two sisters, has stepped forward and created a collection of formal uniforms for the opening ceremony.
Courtesy of BIZUU
Team Japan
Inspired by the French sunrise, a symbol of a new day and perseverance, these Japanese jackets are more than just bright and emblematic. Japanese Olympians will receive their medals in eco-friendly uniforms, tagged with a label that shows the amount of carbon emitted by the production of each item. Asics, the maker of the sporting apparel, unveiled that Japan has reduced its emissions by 34% since the last Games, a statistic to be desired by many retailers.
Courtesy of Asics
Team France
Did you think we forgot the host country? Impossible! Team France has truly impressed with both their ceremonial uniforms and movement garments. The French Olympians will float down the Seine in traditional attire by LVMH Berluti known for its enduring craftsmanship and compete in Le Coq Sportif, whose motifs may be winning the Fashion Olympics.
Courtesy of Le Coq Sportif
By Wiktoria Sobera
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