Alice Keegan looks back on the fashion moments from the 2024 Paris Olympics
The Paris 2024 Olympics may be over, but I’m certainly not over some of the incredible fashion moments from the Games. The competition has already been dubbed “the most fashionable Olympics”, and with conglomerate LVMH as its official sponsor, luxury fashion was at the forefront of the Games. Vogue France even dedicated its front cover to the Olympics to mark the occasion. Held in the fashion capital of the world for over two weeks, the Olympics oozed with fashion statements, and fashion houses were going for gold when it came to dressing those representing their countries in their sports.
Opening ceremony outfits were emblematic of the country's individual history. Team USA’s ceremony outfits were designed by Ralph Lauren, who described the looks as patriotic, featuring a “signature palette of red, white and blue”. At the opening ceremony, athletes wore blazers, shirts and denim jeans, while the closing ceremony outfits boasted race car-style jackets with white jeans - a staple of Americana.
The most talked-about uniform at the Olympic opening ceremony was worn by Mongolian athletes, designed by Michel & Amazonka. Flagbearers wore a tunic, known as a deel, with intricate gold embroidery and cultural motif detailing over a white shirt.
Heritage brands including Nike and Berluti were centre-stage at the sporting tournament, and Team Canada were provided ensembles by prominent activewear company, Lululemon. Containing its standout theme of bold red, the Canadian kit was symbolic of the country's flag, with a maple leaf crest adorning the jackets. Athletes wore this for both the ceremonies and when taking their place on the podium. The uniforms themselves were adorned with intricate detailing, displaying aspects evoking Canada’s infamous landscape and environment. Meanwhile, Adidas was Team Great Britain’s official sportswear partner, with uniforms containing the country’s traditional colours, channelling the Union Jack flag.
As seen in the viral breakdancing portion of the Games, the Netherlands dance team wore 80s-style orange tracksuits, designed by Amsterdam-based brand The New Originals. In the sports climbing section, The North Face dressed Team USA, Japan, South Korea and Team Austria. Team Canada wore looks from high-end swimwear brand Left On Friday in the women’s beach volleyball competition. Puma curated the looks for Team Jamaica, with CEO Arne Freundt stating this year's design marries "speed and fashion", considering the appropriate fabrics for the athletes, mindful of breathability and body temperature regulation.
Many countries took the step to champion sustainability in their clothing choices this year. Brazilian company Cariuma is committed to the environment, and provided the outfits for the Portuguese, Dutch and Slovakian skate teams, their jerseys made from recycled plastics. Team Japan, coordinated by Asics, also wore materials composed of recycled materials, produced using renewable energy.
The 2024 Paris Olympics achieved an unprecedented viewership record and marked a fashion-forward approach to hosting the historic games, underscoring the intertwined worlds of sport and fashion. For fashion brands, creating their country’s Olympics uniform was a matter of national pride, highlighting their country’s unique cultural identity. Whether through the design of medals, ceremonial objects, or uniforms, the games set new standards for sports and for fashion.