Fashion at the Olympics spotlighted by Mongolia's viral team outfits and luxury partnerships: The rise of athletic style on TikTok
Olympic Fashion Takes Centre Stage at Paris 2024
The world of sports and fashion is merging in a spectacular way at the Paris 2024 Olympics. Designers from all corners are eager to get involved, marking a new era for Olympic attire that celebrates dynamic, culturally attuned, and design-forward uniforms.
One such collaboration is between Kith and the Team USA basketball squad, resulting in a nostalgic, retro-inspired Olympic collection. The launch took place in the courtyard of the Hotel George V, transformed into a basketball court, further emphasising the fusion of sports and fashion.
Meanwhile, French fencer Ysaora Thibus made a statement with Bottega Veneta's translucent, second-skin jersey layers, pushing the boundaries of traditional sportswear into high fashion. This trend towards innovative textile use echoes broader Paris Fashion Week highlights where layering, unique cuts, and experimental combinations inspired by the Olympics have invited a more fashion-forward approach to athletic attire.
Indie designers are also getting a chance to showcase their 'sportified' creations on a global stage. Couturier sisters Michel & Amazonka created Team Mongolia's official kit, using innovative construction techniques and sustainable materials, making it one of the first sustainable brands in the region. Their design took an average of 20 hours across six stages and three months.
Former gymnast Sami Miro, in partnership with Nike, has created a custom jacket for Gen Z athletes, inspired by the Greek goddess of victory, Nike, embodying strength and confidence. Simon Porte Jacquemus, the designer behind the Nike film, launched a new collection and his directorial debut for Nike, a love letter to Paris featuring stars such as Serena Williams, Central Cee, Carine Roitfeld, and Amina Muaddi.
HUMAN MADE has become the official apparel provider of BMX freestyle riders representing Japan, while KENZO will outfit the French Judo Team with designs that honor judo's Japanese heritage.
The current sports x culture x fashion crossover has gone beyond the TikTok echo chamber and captured the attention of a global stage. Social media and digital platforms have showcased street-style influences and themed looks tied to Olympic sports, such as skateboarding, further exposing how indie designers and the broader sportswear market are embracing and reinterpreting athletic aesthetics for a younger, style-conscious audience.
This convergence at the Paris Olympics and Paralympics is accelerating, with major brands leveraging their legacy and design power to dress athletes with nationally significant, high-fashion sportswear collections, while indie designers and fashion innovators influence the market through experimental fabrics, silhouettes, and cultural narratives, collectively expanding the definition and appeal of Olympic sportswear.
Athletic attire is being transformed through a fusion of lifestyle, fashion-and-beauty, and sports at the Paris 2024 Olympics. Designers, from indie creators to major brands, are collaborating to create innovative, design-forward uniforms, pushing the boundaries of traditional sportswear into high fashion.
