Out of the 204 countries that are competing in 2012 London Olympic Games, 20 of the countries have released statements regarding which fashion brands and countries have teamed up to design the winning looks for the corresponding nation’s athletes.
Stand out looks presented included athletic-wear by designers Stella McCartney, Ralph Lauren and Puma. Stella McCartney, the established ready-to-wear master, has been spending her days creating looks for the 2012 Olympics’ host country’s athletes in England. Working with the fabric lycra, a new medium rarely used in past Stella McCartney collections, she is creating Adidas outfits for 26 British Olympic disciplines, 20 Paralympics, and the off-field clothes for the English contenders. Iconic American fashion brand Ralph Lauren referenced inspirations from past Olympic games, such as the summer games of 1948, also held in London. Moreover, this fashion House is producing opening and closing ceremony looks for the American athletes. Puma has designed special looks for Jamaica’s track and field team; and this includes off-field and on-track performance wear. Points of inspirations for these looks include: classic films like ‘Rockers’ and also musicians for example Grace Jones, Gregory Isaacs, and Bob Marley.
Various other fashion brands that have acknowledged the countries they will be supporting included: Halti (Finland), Rodd & Gunn (New Zealand), Bogner (Germany), Sportscraft (Australia), Giorgio Armani (Italy), Adidas (France), Takashimaya (Japan), Hudson’s Bay Co. (Canada), Rajo Laurel (Philippines), Ermanno Scervino (The Azerbaijan Republic), Suitsupply in addition to brand Asics (Netherlands), Jack & Jones as well as label Vero Moda (Denmark), Leigh Schubert (South Africa), Bosco (Russia/ Ukraine), Formeldrei, Switcher and the Swiss Olympic Association (Switzerland), and 4F (Poland).
Above image: Jamaican sprinter Usain Bolt, the fastest man in the world, sporting Puma’s activewear designed for the 2012 summer Olympic games. (Photo credit: WWD)
Above image: 2012 Olympic athletic-gear designed by Ralph Lauren for the Americans. (Photo credit: WWD)
Above image: 2012 Olympic looks, designed by Stella McCartney, for the English athletes. (Photo credit: WWD)