The Paris Olympics of 2024 have left a mark on our minds in more ways than just a global sporting event. From controversy arising from poor art history education to sporting ‘almosts’ that are still giving us viral updates on possible alternate careers for appendages, it’s also worth noting that accolades are due to some fashion & style moments that caught my eye and would be impacting the industry for the upcoming seasons not just in Sportswear.

LOVI & the Olympic Dream
Firstly, worth mentioning is how LOVI Ceylon being a staunch supporter of local endeavours clothed our Sri Lankan athletes in custom-made finery for the second time in history and became one of the fashion houses going viral online for their national costumes on the lists made by different outlets online.

Featuring hand-made embroidery and beadwork inspired by the attire of the 19th-century royal court and as an extension of their S/S 2024 collection, the Sri Lankan Athletes dressed in LOVI were noteworthy even in the torrential downpour of the opening ceremony unlike some of our neighbouring countries efforts and held their own against Ralph Lauren, Berluti & even the viral sensation of the team Mongolia costumes. I am also told that our Paralympic Athletes will feature their own unique LOVI national costumes and cannot wait to see them.

The Trends & Technology behind the Outfits
From the opening ceremony to the competitions, fashion played a significant role in highlighting national pride and pushing the boundaries of sportswear. Let’s dive into the key trends and innovations that emerged in both ladies’ and men’s fashion. 

Sustainability was a major theme at the Paris Olympics. LVMH designed outfits for Olympic medal bearers using upcycled materials made locally in collaboration with social enterprises that support refugee artisans.  

Many female athletes donned outfits made from recycled materials. Brands like Nike and Adidas led the charge with eco-friendly fabrics that didn’t compromise on style. The use of organic cotton, recycled polyester, and biodegradable materials was prominent, making a strong statement about the future of fashion. The Environmental Media Association report on sustainability at the Olympics listed Team USA with 100% recycled cotton polos from Ralph Lauren, Team Japan with Asics uniforms made from recycled materials and Team Ireland with Laura Weber formalwear made from recycled shirts and bottles. 

Bright colours and bold patterns were everywhere. From neon hues to intricate prints, the ladies’ fashion scene was vibrant and eye-catching. These designs not only made a visual impact but also symbolized the energy and dynamism of the athletes.

Technology played a crucial role in enhancing performance. Smart fabrics that regulate body temperature, moisture-wicking materials, and compression wear were widely used. These innovations helped athletes stay comfortable and perform at their best, especially Team Taiwan with carbon-captured polyester from Far Eastern New Century (FENC) and many 3D printed elements such as their top layer jackets for team Chinese Taipei.

New Wide collaborated with Justin Chou, the creative director of Taipei’s avant-garde streetwear fashion label JUST IN XX (Just in Case), to create two outer jackets and inner polo shirts for the athletes.

There was a noticeable nod to retro styles. Vintage-inspired tracksuits, old-school sneakers, and classic sportswear cuts made a comeback. This trend brought a sense of nostalgia while blending seamlessly with modern elements.

The Guests have ARRIVED
At the Paris Olympics, fashion was a highlight alongside athletic feats not just on the athletes taking part. Ariana Grande & Cynthia Enrivo were clearly promoting their upcoming movie release Wicked in multiple outfits that were coded in their characters (Elphaba green and Glinda pink) and nodding to equestrian chic & Parisian style going to be in the forefront for the coming months.

Serena Williams misunderstood a whole restaurant was booked meanwhile, actress Taapsee Pannu turned heads with her stunning traditional saris paired with modern accessories, captivating social media. 

Her vibrant saris, matched with eclectic tops, celebrated the charm of the traditional nine yards. One standout look was a denim blue shirt with a vibrant yellow and pink sari featuring masked dancers, blending contemporary and traditional styles. Pannu’s fashionable choices not only showcased her unique style but also engaged sari enthusiasts globally as she cheered for her home team.

There was also the curious case of Snoop Dogg at the Olympics that kept everyone scratching their heads, especially when his infamous friend Martha Stewart joined him as he explored Team USA in a myriad of sportswear that was clearly available to purchase from Ralph Lauren for us lesser folk if the need arose.

It is worth noting that Daphné Bürki, the styling and costumes director of the ceremony who oversaw the creation of 3,000 individual costumes and commented on the ceremony live, only mentioned the name of Dior once, although she cited many of the smaller designers that participated in the evening’s artistic tableaux; This Olympic season championed even the smallest victory for Fashion and shows that the world is ready to pay tribute even to the smallest supporter of Fashion in sport or the sporting arena and I hope it encourages every customer and creator to consider opportunities that arise to champion collaborations as they come your way.