The Olympics and Paralympics are like a great catwalk for brands, where they can demonstrate not only the beauty of their garments, but also their practicality, resistance and efficiency on the field.
Each brand has tried to combine the tradition of its country with fashionable but also innovative elements, which can make the uniforms recognisable, but at the same time can support and withstand the exceptional physical performance of the athletes.
The world of fashion is now totally parallel to the world of sport. In fact, many brands that did not deal with official uniforms have launched limited edition collections dedicated precisely to the Olympics. This has been done, for example, by Lacoste, Golden Goose, Levi’s and many others.
The guideline followed by the stylists, however, is not only based on fashion and the search for beauty, but also on sustainability.