The Free Fashion Of The Olympics
Like most humans of my age, I spend a ghastly amount of my time on TikTok, scrolling through my FYP for hours on end trying to relax and break away from the stresses of everyday life. If you have somehow been living under a rock and are unaware, the Olympics are currently taking place in Tokyo, Japan and like every Olympics are providing some fabulous entertainment. I find that, as someone who cannot label themselves sporty in any sense of the word, the Olympics and Paralympic are one of the few times when I genuinely find myself fascinated by these incredible athletes. From the 800m to synchronised swimming, I find myself glued to my television screen in awe.
Social media is a magical invention, allowing us to be closer to our loved ones, connect with strangers and learn on a wider level, it also allows us to get an intimate glimpse into the Olympic village and the behind the scenes lives of these athletes. From dances to room tours, the Olympians of TikTok are providing us with some first-class entertainment. However, what seems to have caught the attention of many is the frankly insane amount of free stuff you get given when you take part in the Olympic games.
Every country participating in the Olympics receives sponsorships from a variety of brands and organisations, as well as having their clothing designed by specific brands. For instance, America’s garbs have been designed by Ralph Lauren and Nike and Kim Kardashian’s SKIMS predominantly. Liberian-American designer Telfar Clemens has created the clothing for Team Liberia - which look awesome by the way. For the Italian team, Giorgio Armani designed the official uniforms, having done so since London 2012. Other designer brands include UNIQLO for Sweden, Lacoste for France and Ben Sherman for team GB.
Telfar Clemens' designs for Team Liberia. Photo: Jason Nocito
While the Olympics are a sporting event they also represent so much more. They are often political, a valuable way for a country to show off and gain credibility and more than anything they’re a massive marketing opportunity. Athletes are expected to represent their country in everything they do during the events, and one obvious way to do this is by wearing patriotic clothing at all times, hence why they need so much of the stuff. Have you ever seen an Olympian walk around the village in their favourite sundress?! Fashion has always been a quick and easy way to make a statement and walking around in a bucket hat with USA written in bold is one way to say ‘here I am!’
Perhaps you don’t need quite so many items, after all, will you really need that many hats team USA? What do Olympians do with so many clothes when they go back home? Surely they can’t all fit it in their wardrobes?!
