Olympic Proportions

PARIS, France — There was plenty to remark on regarding the Opening Ceremony for the 2024 Paris Summer Olympics. While we thought we were well aware of most of what was to come, there were indeed a few treats on the fashion front that made for a pleasant surprise.

First up, Team Liberia arrived fully decked out in Telfar, the second foray for the Liberian-American designer dressing his fellow countrymen for the Olympic Games. This year, the black tunic uniforms stood out not only for their eye-catching sporty white stripes and irregular collars, but also for their prominent logos on display. All in, they represented a powerful command of commercial and national ambition.

London-based Labrum, in addition to their Arsenal tie-up, was also behind the kits for Team Sierra Leone. From the press release, “the vibrant blue and white kit, featuring a reimagined cowrie shell, symbolizes strength, resilience, and Sierra Leonean heritage.” Keeping up with the abstract interpretations, Haitian-Italian designer Stella Jean collaborated with painter Philippe Dodard for Team Haiti uniforms that reflected his conceptual prints on tailored trousers and skirts.

In some ways, the prestigious four-hour occasion also prompted inquiry around designer collabs we wished we had seen on the Seine, including lamentations for not realized Team Togo x Agbobly amongst others. For smaller nations that barely see global awareness, leveraging a buzzy brand can be a powerful way to amplify visibility for all parties involved. Certainly gives one lots more to contemplate.

Lead Image Courtesy Labrum London