Olympics 2024: The Love Child of Fashion and Sport
The marriage between fashion and sports is nothing new, and the more competitive it gets, the more luxurious the sponsors and partners become. We saw an exaggerated version of this portrait in Luca Guadagnino's “Challengers," but art reflects real life, and that's precisely how the industry operates. The most renowned fashion brands fiercely compete to be present in every aspect of social life, from film festivals to various concerts and events, and naturally, sports events. The 2024 Olympics have, in fact, not been excluded from the luxury bucket list.
The competition, which runs until the closing ceremony on August 11, began with a fancy prelude event at the Fondation Louis Vuitton.
During the Opening Ceremony, Lady Gaga and Céline Dion wore dreamy custom-made Dior Couture gowns. As the games have progressed, everyone from Zendaya to Kendall Jenner has been spotted cheering on the athletes, showcasing a casual (which we could never afford, by the way) yet careless sport-luxe attire. Celebrities landed in Paris not only to watch their favorite games but to make bold fashion statements with their looks and attitudes. From Vogue editor-in-chief Anna Wintour, who attended women's gymnastics in Marni, to Ariana Grande at the opening ceremony in Thom Browne, the fashion presence is unmistakable.
Kendall Jenner by Pascal Le Segretain/Getty Images via VOGUE
Not only among the spectators but also on the athletes themselves, fashion has made a significant mark, despite the numerous restrictions in place. Athletes must adhere to a lot of rules to avoid penalties, some of which pertain not to their sport but to their appearance, including how they style their hair and makeup. Every detail counts and can either enhance or detract from their performance. But despite this, at such high levels, even a simple customization becomes an opportunity for showcasing, and brands fiercely battle and negotiate agreements and collaborations with athletes.
Just think about the magnificent Simone Biles. Three years ago, in Tokyo, she withdrew to protect her mental and physical health. This year, she made a triumphant return, leading Team USA to win gold in artistic gymnastics at the 2024 Olympics. Her look captivated everyone in its simplicity: tied-back hair, a French manicure, and a leotard that sparkled under the Parisian lights. It wasn't overly elaborate (more or less): a starry design adorned with over 47,000 Swarovski crystals, created by GK Elite.
Courtesy of Getty Images
The intertwining of fashion and sports at the 2024 Olympics is a testament to the powerful influence of personal style as a representation of being in all areas of public life. This synergy is not just about aesthetics but also about feeling well with oneself. Athletes, often seen as role models, carry the weight of not only their performances but also their public image, which is carefully curated by brands that understand the value of visibility on such a grand stage.
The relationship between fashion and sports has evolved into a sophisticated dance, where every appearance, whether in the stands or on the field, is a carefully orchestrated performance. As the 2024 Olympics continue, the blend of fashion and sports will undoubtedly keep the spotlight not only on athletic achievements but also on the sartorial choices that define this iconic event.
