The Tokyo Summer Olympics Has Major Fashion Brands Competing
Fashion has always been a key visual component in the history of the Olympic games, something which separates it from other sports competitions. The international tournament receives a lot of funding, providing brands with an opportunity to showcase their skills while sticking to a strict athleisure criteria. Fashion plays a powerful role in exciting and influencing the crowd, and empowers both watchers and athletes to root for their side and compete at their very best level. This year, many designers have demonstrated solidarity with their home countries, sponsoring various garments as a tribute to the athletes and their valiant efforts in the competition. A number of new designers have also showcased their work at the Tokyo Olympics, including current MATERIAL favourite Telfar Clemens, and Kim Kardashian’s SKIMS. Elsewhere, Giorgio Armani for Italy and Ralph Lauren for the USA continued their legacy as the main fashion houses designing for the Olympics in recent generations. This article will highlight two new designers to join the mix and explore why they have reached new heights in Olympic fashion, and opened up gateways to new visions.
Telfar by Telfar Clemens for Team Liberia
It’s not news when we say that Telfar is brilliant at collaborating with businesses outside of the fashion industry. Previous collaborations with companies like White Castle has led to the brand carrying out further prestigious projects with companies such as UGG, Gap, Converse, and now the Olympics. Director and founder Telfar Clemens is himself a Liberian-American fashion designer, and both he and his business partner Babak Radboy have created unitards, gowns, tank tops, and other items of clothing for team Liberia during the games. This roughly 70-piece capsule first debuted at the Olympic opening ceremony, shown in the Kengo Kuma-designed Tokyo National Stadium, which Clemens cited as one of his main inspirations for the collection. His uniforms incorporate colours from the Liberian flag, with large stars printed as a nod to its single star. African clothing also influenced the genderless collection, with the lappa - a traditional, colourful skirt or dress that wraps around the wearer - manipulated as a garment that can be worn by both men and women.
Since its debut, this collection for Team Liberia has made headlines. Its chic design, sleek silhouettes, and powerful display of sportsmanship has come to define the team and its marketing strategy. Liberia’s heritage and athletes are at the forefront of the designs, which combine key elements of athleisure with shiny textures and bold colour palettes. It is certainly a statement, and Telfar’s work will likely be influential for games to come - the brand has already announced that it will launch an Olympics-informed commercial collection after the games, as a sign of its victory in both athleticism and representation.
SKIMS by Kim Kardashian for Team USA
Shortly before the opening ceremony, Kim Kardashian’s shapewear brand SKIMS announced that they would be providing official underwear, loungewear and pajamas to Team USA female athletes at the Tokyo Olympic and Paralympic games. The line has already been released to the public, with its capsule collection featuring pieces ranging from t-shirts and leggings to socks and bras, all marked with the official Team USA and Olympic branding.
Kim has been very vocal online about why she is taking this step with SKIMS, especially having grown up as part of a family with an ex-Olympic athlete: “Ever since I was 10 years old, I’ve heard every single detail about the Olympics from my stepdad. As I would watch the athletes compete, I would grow to understand the dedication and honor being a part of the Olympics embodied. I traveled with my stepdad and family to all different cities for the Olympic trials, the Olympics and track meets of @caitlynjenner’s and at every stop I would buy an Olympic t-shirt as a souvenir… When I received the call inviting Skims to be a part of @teamusa, every moment I’ve spent admiring the strength and energy of the Olympians at the side-lines came full circle. I am honored to announce that @skims is designing the official team USA undergarments, pajamas and lounge wear for the athletes this year in Tokyo. Available at skims.com.”
This capsule marks new territory for fashion in the Olympic games. Giants like Ralph Lauren and Nike, who have worked exclusively on Team USA garments in the past, usually create clothing for outerwear and competition, rather than underwear or clothing for outside the stadium. This venture is a welcome addition, and a sensible option considering SKIMS is a relatively new company (albeit one which is doing well, with most collections selling out immediately). SKIMS might be produced by a powerful influencer with starry connections and financial backing, but it has also been pulling weight due to its appealing design, which encapsulates the Kim Kardashian nude staple while reaching new heights, elevating the brand and aligning it with Olympic greats.
It seems that this year, the Olympics have focused on reaching new areas of representation in fashion. Tokyo, a fashion capital focused on innovation and design, is the perfect environment for new creativity to emerge within a long-established and traditional competition. With newer brands able to explore their Olympic visions, this should inspire others to follow suit and create capsules that put artistry and greatness at their core, paving the way for a more fashion-forward and internationally inclusive games.