In 1992, Issey Miyake designed uniforms for Team Lithuania to wear during the opening ceremony of the Olympics in Barcelona — Lithuania was competing for the first time as an independent nation following the dissolution of the Soviet Union. Miyake reportedly donated all of his designs free of charge and the outfits were highly praised for combining innovative materials and cultural elements while illustrating how sportswear could be a form of artistic expression.
The moment marked a switch in Olympic fashion history. Since then, major fashion houses and sportswear brands have been more invested in designing Olympic uniforms, and this trend has become a significant aspect of the Olympic Games.
Designing Olympic uniforms gives brands remarkable visibility on an international platform, increasing consumer awareness and often boosting sales for the brands involved. In the meantime, athletes receive high-performance outfits that push brands to develop new technologies and materials every year. The pieces also often incorporate national symbols and traditions into their designs, promoting cultural heritage.
In 2024, the relationship between fashion and the Olympics continues to grow, with luxury conglomerates like LVMH taking on major sponsorship roles. Several major LVMH houses, including Louis Vuitton, Dior, and Berluti, are involved with the Paris Games.
Here, WWD takes a closer look at some of the fashion brands that are embracing the Olympic spirit for Paris 2024.
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Team USA, Ralph Lauren
Image Credit: Courtesy of Ralph Lauren For the ninth time, Ralph Lauren created uniforms for both the Olympic and Paralympic athletes. These uniforms will be worn by the flag bearers and will be seen in the opening and closing ceremony parades of the Paris 2024 Olympics.
For the opening ceremony, the athletes will wear a classic Ralph Lauren navy wool blazer with red and white accents, a striped oxford shirt, a navy knit tie, tapered light denim jeans and suede shoes.
For the closing ceremony, athletes will wear a sporty moto-style jacket with USA patch detailing, a classic striped polo shirt and white denim jeans.
Courtesy The American brand has also created a line of Villagewear that is less formal than the parade uniforms. The uniforms and Villagewear are available for sale at Ralph Lauren stores and on the Ralph Lauren website, as well as at the Team USA Shop. Proceeds from the sale of the products will benefit the team.
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Team France, Berluti
Image Credit: Kacper Kasprzyk/Courtesy of Berluti Berluti has designed the uniforms for Team France for the upcoming 2024 Paris Olympics. This collaboration includes tuxedo-inspired outfits with different options for male and female athletes.
Male athletes will wear a midnight-blue tuxedo jacket featuring a patina-effect shawl collar in the colors of the French flag. The tuxedo is complemented by matching trousers and Berluti’s signature Shadow trainers. Female athletes will have the choice of a sleeveless tuxedo jacket, paired with either trousers or a silk wrap-around skirt.
The tuxedo is crafted from a blend of cold wool and lycra, ensuring it remains wrinkle-free and comfortable throughout the ceremony.
“It is a unique opportunity for our group and one of our French maisons, Berluti, to dress the French athletes from head to toe for the opening ceremonies. This is one of the most watched events in the world, often with several billion spectators around the globe,” said Antoine Arnault, chairman of Berluti and head of communication, image and environment at LVMH, as previously reported by WWD.
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Team France, Stéphane Ashpool
Image Credit: Pauline Scotto di Cesare / Courtesy Stephane Ashpool Stéphane Ashpool, artistic director and founder of Pigalle, designed uniforms and village outfits for Team France for the upcoming 2024 Paris Olympics.
“When I met up with the athletes, they all told me, ‘We want to look cool, elegant, modern,’” Ashpool previously told WWD.
The uniforms, crafted with technical fabrics, feature a white base with gradient colors representing the diversity of France that is not always depicted in movies or international TV series.
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Team Mongolia, Michel & Amazonka
Image Credit: Courtesy According to social media, Team Mongolia is already winning gold in uniforms for the opening ceremony of the Paris 2024 Olympics. Designed by Michel & Amazonka, the uniforms consist of embroidered vests and caftans resembling Mongolian dresses.
Michel & Amazonka created four different looks: two for men and two for women. Flag bearers have their own special garb, with men wearing traditional pointed hats (buryat) and boots (gutals).
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Team Canada, Lululemon
Image Credit: Courtesy Photo Lululemon is the official outfitter of Team Canada for the Paris 2024 Olympics.
“Paris 2024 marks the next chapter in our partnership with Team Canada, and we’re excited to have deepened our collaboration with top athletes to design an athlete kit with their needs at the forefront,” said Lululemon chief executive officer Calvin McDonald, as WWD previously reported.
This marks their second time outfitting Canada’s Olympic and Paralympic teams, but their first for a Summer Games.
The uniforms feature ultra-lightweight and stretch fabrics, customizable drawcord, newly engineered pocket shapes and placements, SenseKnit technology for thermal comfort and sweat-wicking fabrics for enhanced breathability.
Courtesy Photo For the opening ceremony, athletes will wear a jacquard bomber jacket with a unique print celebrating Canadian art, architecture and nature. For the closing ceremony, they will wear a collaboration with Indigenous artist Mason Mashon of the Saddle Lake Cree Nation, featuring a print inspired by natural illumination, including the Aurora Borealis.
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Team Ireland, Laura Weber
Image Credit: Photo Courtesy Laura Weber Laura Weber created Team Ireland’s uniforms for the opening and closing ceremonies at the Paris 2024 Olympics. She also designed suits for Ireland’s hospitality staff and executive board.
“I’ve been working on this project for three-and-a-half years. It’s been so under wraps for so long. Now that I’m able to chat about it a little bit more, it’s like oh-my-God-this-is happening,” Weber previously told WWD.
The uniforms are white, honoring the ancient Greek tradition of wearing white to symbolize hope for the future. Each athlete’s jacket includes an embroidered patch representing their home county.
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Team Haiti, Stella Jean
Image Credit: Courtesy of Stella Jean Designer Stella Jean created Team Haiti’s uniforms for the Paris 2024 Olympics. The uniforms featured artwork by Haitian painter Philippe Dodard, specifically his piece “Passage.” The 15-athlete team will wear the uniforms at the opening ceremony on July 26.
The women’s uniform consists of a full skirt adorned with Philippe Dodard’s artwork, complemented by a chambray shirt made from Haiti’s traditional “blue cotton,” a craft that is slowly fading. Over this, a sleeveless blazer crafted from recycled fabric features the Haitian Olympic emblem.
For the men’s uniform, the pants showcase the motif from Dodard’s painting, paired with a field jacket inspired by the traditional Guayabera shirt worn by local men, which pays homage to Jean’s grandfather. This ensemble is completed with a striped shirt and a printed scarf.
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Team Spain, Joma
Image Credit: Courtesy of Joma Team Spain’s uniforms for the 2024 Paris Olympics are designed by Joma, a Spanish sportswear brand.
The collection was inspired by the carnation flower, a symbol deeply rooted in Spanish culture, and is described as “fusing tradition with modernity.”The uniforms prominently feature the colors of the Spanish flag – red and yellow. This patriotic color scheme is evident in both the podium outfits and the opening and closing ceremony looks.
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Team Great Britain, Ben Sherman
Image Credit: Courtesy British brand Ben Sherman will dress the Great Britain team for the opening and closing ceremonies. This year marks the 20 anniversary since Ben Sherman first collaborated with the team at the Athens 2004 Olympics.
“This time, the designs reflect the evolving landscape of British fashion and cultural identity. The ceremonial wear and retail capsule collection for Paris 2024 embodies a fresh perspective characterized by vibrant patterns, intricate detailing and renewed energy,” said Rachel Terrace, chief brand officer at Marquee Brands, the parent company that owns Ben Sherman along with Anti Social Social Club, Martha Stewart and Dakine.
The collection features motifs designed for the Olympics, including a deconstructed Union Jack, a unique logo incorporating symbolic flowers from the UK’s four nations: rose (England), thistle (Scotland), daffodil (Wales) and shamrock (Northern Ireland).
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Team Sierra Leone, Labrum
Image Credit: Courtesy of Labrum Adidas unveiled the official team kit for the National Olympic Committee of Sierra Leone, designed in collaboration with London-based label Labrum. The partnership reflects the heritage of Labrum’s founder, Foday Dumbuya, who has received the Queen Elizabeth II Award for British Design.
The collection incorporates elements that celebrate Dumbuya’s cultural background. For instance, the windbreakers feature a striking white and cobalt blue print inspired by cowrie shells, which historically symbolize wealth and prestige in African culture.
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Team Australia, Sportscraft
Image Credit: Getty Images Sportscraft created the official uniforms for Team Australia for the Paris 2024 Olympics. The design features an ombre green and gold print reminiscent of a warm summer sunset, symbolizing Australia’s national colors.
Men will wear a single-breasted blazer over a cotton T-shirt with gold and green ribbing, paired with knee-length beige chino shorts. Women have the option of a double-breasted blazer that can be worn with either beige shorts or a pleated skirt featuring the same ombre design.
Each blazer has the Australian Olympians’ Oath embroidered inside the pocket and the names of all 301 Australian Olympic champions on the lining. Indigenous artwork by Olympic boxer Paul Fleming and Torres Strait Island artist David Bosun is featured on accessories, including scarves.
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Team Australia, Speedo
Image Credit: Getty Images Speedo is the official swimwear supplier for Team Australia for the Paris 2024 Olympics. The brand created a collection featuring high-performance suits designed for various aquatic sports.
The swimwear is engineered to enhance performance in swimming, artistic swimming, water polo, surfing and diving. The collection incorporates Australia’s iconic green and gold colors.
