BY SAKINA KHAWAJA, FW Writer

At the 2008 Olympics in Beijing, China kicked
off the sporting event with the most beautiful
and elaborate opening ceremony showcasing
how China has outdone its predecessors. More
impressive is the dress code by all athletes- their
ability and speed is definitely the main focus
under the microscope but we here at FW couldn’t
help but check out what they all are wearing.

Uniforms and colour coordination all show
good quality, great taste and excellent branding
opportunities for major retail heads from all
over the world. With the extravagant feel of the
Olympics, the entire event has created much
movement in the fashion industry. “While the
swimmers rock Rei Kawakubo designed Speedo
swimsuits,” WWD reports that the commentators
will wear custom made Ports 1961 outfits. “Tia
Cibani, the brand’s creative director, has met
with four different female TV hosts from NBC,
CNBC, MSNBC and USA “to marry the Ports
aesthetic with each girl’s personality.” Each
woman will wear three separate outfits a day for
every day of the Olympics which run for three
scorching hot weeks in Beijing starting August
8th.” (www.fashionista.com) Furthermore, in the
US- the Olympic Team was not just a patriotic
symbol for the country but rather a “cash-in”
subject for the fashion world. Designers such as
Nike, Adidas, Gucci, Prada, Ralph Lauren and
the list goes on all jumped at the opportunity
to be part of such a major event. However, all
American star Ralph Lauren landed the major
contract- being the official designer for the US
Olympics Team. (www.blackvoices.com)

One can say, the 2008 Olympics is further
proven to be the most fashionable Olympics yet,
when the Beijing Municipal Government’s Capital
Ethic Development Office issue a thirty-six page
booklet outlining what the fashion do’s and
don’ts were when coming to attend the festivities!
They want an image and they will go to any
lengths to keep it stylish. From an Olympics
fan perspective- maybe a little too extreme- but
from the fashion industry’s perspective- it’s just
another opportunity to make everyone (athletes
and non athletes) look good and not to mention
the million dollar profits!