Welcome to the grand parade of Olympic fashion where each garment tells a story of triumph, cultural shifts and technological marvels. The Olympics isn't just a gathering of the world's best athletes; it's a global catwalk where fashion takes centre stage, spotlighting national pride and evolving trends over decades. Here, we'll embark on a sartorial sprint through time, exploring how Olympic fashion has mirrored the dynamism of the event itself, transforming mere functionality into a fashion statement watched by millions around the globe.
1896-1936
Turn back the clock to the first modern Olympics in 1896, and you'll find an era where fashion was as modest as the times. Athletes donned full-length trousers and stiff shirts a far cry from today's high-tech wear. But even within these constraints, subtle national hints and functional needs started shaping Olympic attire. For instance, the 1936 Berlin Games introduced more streamlined silhouettes, reflecting the darker socio-political climate of the time. These early uniforms weren't just about competition, they were declarations of identity and resilience.
1948 - 1968
As the world rose from the ashes of conflict, so did Olympic fashion, evolving dramatically during the post-war games. The era of brand sponsorships dawned, revolutionising the fabric of athletic wear. By 1948, the introduction of television broadcasts began influencing designs, making them not only functional but also camera-ready. This era also marked the birth of brand sponsorships, transforming athletic wear into a lucrative billboard.
Athletic wear brands like Adidas and Puma stepped into the arena, equipping sportsmen and women with gear that wasn't just about performance but also about making a statement. The 1960 Rome Olympics were particularly pivotal, showcasing sleeker, lighter uniforms that signalled a new direction in sports apparel.
This story is from the June / July 2024 edition of L'OFFICIEL Malaysia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the June / July 2024 edition of L'OFFICIEL Malaysia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
The LEGACY Continues
It’s a never-ending celebration of New York City, and this season, Coach brings more fun and excitement to the collection with some of the city’s most iconic emblems and motifs.
Golden SPLENDOUR
Chaumet creates a bejewelled buzz with the reinvention of its Bee My Love icon.
Cinematic ROMANCE
Chanel’s romantic Autumn/Winter 2024 collection pays tribute to Claude Lelouch’s A Man and a Woman and draws from Gabrielle Chanel’s wardrobe.
Light & LUXURY
Chopard unveils a dazzling new Ice Cube campaign starring Bella Hadid.
WATCH and listen...
.. literally. CHANEL introduces the Premiére Sound timepiece that combines a watch and wait for it wired headphones.
TIME & Tradition
Van Cleef Arpels champions the preservation of métiers d’art through its Poetry of Time.
Fashion DEVIATION
For Autumn 2024, Tory Burch embarks on another journey to redefine and reimagine her point of view to elevate everyday elegance.
DRAMATIC future
Louis Vuitton’s Autumn/Winter 2024 collection is a symphony of the past, the now and tomorrow.
SAVOUR Savoir-faire
From September 1 to 30, Cartier opens the doors to the third edition of Homo Faber, The Journey of Life, paying tribute to the beauty of nature through its jewellery expertise.
The PATRIOT
Yasmin Ahmad trailblazed a new kind of cinema for Malaysia, redefining local films for our multiracial, multicultural society. Those who know and love her share their thoughts on why this visionary filmmaker will always have a place in the nation’s collective consciousness.