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Team USA's Ralph Lauren olympic  uniforms.

Team USA’s Ralph Lauren uniforms. Courtesy

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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