Why fashion is integral to the Olympic Games

Why fashion is integral to the Olympic Games

Fashion plays an integral role in the Tokyo Olympics, with the games officially opening today.

The pride of national uniforms, especially from countries with globally recognisable brands and designers, are part and parcel of the competition and representation.

Armani, Lacoste, Ralph Lauren, Skims, Adidas and Nike are just some of the brands that will be pulling out all stops to dress athletes and turn the games into a veritable runway. They join companies including H&M, Levi’s, Louboutin, Stella McCartney, Halston and Valentino who have all had a spell at designing their country’s team uniforms.

Dressing Olympians is both a financial and marketing opportunity for fashion brands, generating global publicity and brand recognition for years to come. Canadian outfitter Roots reportedly sold 25,000 berets after dressing America’s sporting heroes in its pullovers and hats in 2002.

Deals to dress teams, from swimming and athletics to boxing, fencing, skiing and tennis, are complex contracts and often require a royalty to be paid to the Olympic Committee, if its infamous logo is visible in the design. Ralph Lauren will reportedly pay a 10 percent royalty to the Committee this year for its branded merchandise.

Japan summer climate not suited to the Olympics

Dressing athletes in Tokyo’s sweltering heat is not easy. Ralph Lauren for team America designed a patented cooling jacket featuring a self-regulating temperature control device in the garment. Japan’s weather bureau this week issued multiple heat-stroke warnings, with organisers taking to mist-spraying stations and offering cooling vests to referees. Japan’s hot weather climate conditions are not particularly well-suited to outdoor events and the heat adds another complication to an already turbulent Olympics so badly impacted by the pandemic.

Marketing without audiences

Many fashion brands and advertisers had already committed to a marketing presence during the Olympics before the pandemic ensued. But without a physical audience stadiums will be empty and brands have been forced to embrace digital content strategies to replace any physical ads. Advertising companies are counting on this year’s games to remain one of most-watched sporting events in the world, with millions expected to tune in online and via television.

Let the fashion games begin!

Gilly Hicks goes gender-inclusive and unveils new store concept

American lifestyle brand Gilly Hicks, a division of Abercrombie and Fitch Co., has unveiled its first gender-inclusive collection, alongside a new visual identity as part of its ongoing growth strategy.

As part of its brand evolution, Gilly Hicks is introducing underwear, loungewear and activewear in patterns and colours to “match everyone’s styles,” regardless of gender identity, as well as a new store concept and digital experience.

The aim is to be more gender-inclusive while updating its purpose of giving Gen Z consumers their “daily dose of happy,” added the brand in a statement.

Kristin Scott, global brand president at Abercrombie and Fitch Co., said: “We are thrilled to begin this new chapter for Gilly Hicks. From its global reintroduction in 2017 to last year’s addition of our highly successful Gilly Go activewear line, to providing matching underwear, loungewear and sleepwear that can be worn by all genders – the brand has continued to evolve to best meet our customers’ needs.

“Today the brand is celebrating a new purpose focused on helping Gen Z, which is the most stressed-out generation, find their happy place with a renewed focus on wellness and mindfulness. The new product, digital experience, stores and our recent investments in talent further demonstrate our commitment to Gilly as a key part of our company’s long-term growth strategy.”

Image: courtesy of Gilly Hicks

Alongside the expanded gender-inclusive product line, Gilly Hicks is also introducing its new Future Stretch fabric, which is designed to accommodate a variety of body types.

Gilly Hicks targeting Gen Z with gender-inclusive product lines and a new standalone store concept

To highlight the new brand direction and to increase growth, select Gilly Hicks side-by-side stores, next to Hollister locations, have been refreshed to provide a new brand experience, including a side-by-side store in Westfield White City, London. Additional Gilly Hicks carveout locations in Hollister stores are also set to be enhanced soon.

These in-store experiences feature products merchandised by fabric and end-use rather than separated by gender to provide “a comfortable, seamless shopping experience for all,” explained the brand.

Image: courtesy of Gilly Hicks

Gilly Hicks has also launched its first standalone site away from its sister brand Hollister in Easton Town Center in Columbus, Ohio. This highlights the brand’s new gender-inclusive approach and emphasises its three product categories - underwear, loungewear and activewear, and doesn’t label men’s and women’s sections.

The UK currently has 30 Gilly Hicks locations and opportunities for additional global standalone stores will “be evaluated in the future,” added the brand.

Katie Adams, director of EMEA marketing at Gilly Hicks, added: “The introduction of gender-inclusive product truly reflects what our Gen Z customers are looking for today and we are excited to help our EMEA customers find their happy place through our evolved Gilly Hicks experience.

“We look forward to our EMEA customer discovering our new brand purpose, and will continue to evaluate opportunities to expand Gilly Hicks in the European market.”

Image: courtesy of Gilly Hicks

To celebrate its new purpose of bringing a daily dose of happy, Gilly Hicks is giving away 100,000 US dollars to help customers rediscover what makes them smile. Until July 31, fans in the UK, the US and Canada can leave a comment on the new Gilly Hicks Instagram page, @gillyhicks, sharing what takes them to their happy place – such as a physical location, a state of mind, or a group of loved ones. Gilly Hicks will award five participants 20,000 US dollars each to spend on whatever makes their happy place a reality.

Image: courtesy of Gilly Hicks

Image: courtesy of Gilly Hicks

Image: courtesy of Gilly Hicks

Birkenstock and Jil Sander team up for AW21

Footwear brand Birkenstock has unveiled its first collaborative project with designer brand Jil Sander for autumn/winter 2021.

The collection conceived by Jil Sander creative directors Lucie and Luke Meier is part of the Jil Sander+ offering. It blends the brand’s sense of luxury, comfort and design with the authentic Birkenstock silhouette while also giving a “different spirit to sandals which have become contemporary icons,” said Birkenstock.

Commenting on the collaboration, Lucie and Luke Meier, said in a statement: “We have worn Birkenstocks for as long as we can remember. They are comfortable to wear, but also comforting. They have been with us in some remarkable places, from camping in the Canadian wilderness to sitting fireside in the Swiss Alps. However the quality and integrity ofBirkenstock is what convinced us to work with them.”

Image: courtesy of Birkenstock x Jil Sander by Talia Chetrit

The Birkenstock x Jil Sander collection features four different models, three of which are “radical redesigns” of classic Birkenstock styles and one that is a completely new design.

The three existing models, the Arizona, Milano and the Berlin have all been reimagined, sporting an exaggerated silhouette with a rounded, wider and higher profile and larger outsoles, resulting in what they describe as a “strong look and grounded footprint”.

They have also been enlarged and elongated, with straps in pure, raw-edged calfskin or suede, and the buckles have been redesigned thinner, in precious satin nickel.

The new Velan leather clog is a reinvention of the Berlin closed-toe sandal and features a soft Nappa strap to wrap around the ankles.

Image: courtesy of Birkenstock x Jil Sander by Talia Chetrit

Birkenstock chief executive, Oliver Reichert, added: “We chose to work with Jil Sander, believing in the new interpretation of Lucie and Luke Meier. In our view, they have given this important brand relevance and authenticity. Together we achieved what we always strive for – real newness and product innovation.”

The Birkenstock x Jil Sander collection is available at jilsander.com, 1774.com and mytheresa.com, then at select retailers and Jil Sander stores worldwide from July 8. Prices range from 320 to 500 pounds / 475 to 740 US dollars / 350 to 550 euros.

Image: courtesy of Birkenstock x Jil Sander by Talia Chetrit

Image: courtesy of Birkenstock x Jil Sander by Talia Chetrit