Today begins one of the summer’s biggest fashion events: The Olympics. While competing to be the best, these athletes are going to look good while going for gold. The anticipation began when Olympic athletes Hope Solo, Ryan Lochte, and Serena Williams graced the cover of Vogue in June. The fact that such an influential fashion magazine was taking such an interest in the Olympics caught the attention of the public: bringing into question: what role will fashion have in this year’s games?
The question was answered when big names in the fashion industry announced their involvement by designing uniforms for teams both on and off the field. Tommy Hilfiger stayed true to his brand by creating ‘prep’ inspired clothing for the opening and closing ceremonies for team USA, while Stella McCartney used her partnership with Adidas to design athletic gear for British team members. Puma’s involvement in the creation of athletic apparel for Jamaica’s team and Armani’s designs for Italy also attest to the focus on fashion.
Some may say that there is no place for fashion in the Olympic arena, but I would argue differently. While looking good and preforming well may not have direct impact on each other, the importance of image comes into play; and in the end it is all about having the competitive edge.