France is set to host the 2024 Olympics in Paris this year, but the truth is they're not playing around. France is a country with a very strong athletic culture, but it is well known that they also have a very high regard for fashion. So Equipe de France (or the French national team) won't be showing up at the Olympic Village dressed like a bunch of scrubs. They hired designer Stéphane His Ashpour, who is his creative director for the streetwear brand “Ashpur” Pigalle, named after his own neighborhood in Paris. The uniforms will be produced by Le Coq Sportif, a French sportswear brand and official supplier of cycling jerseys for the Tour de France.
Sportswear has always played a central role in determining fashion trends, but this move to make the Olympic uniforms incredibly fashionable feels particularly smart. The Olympics are first and foremost a show, and some of the shows are supposed to be staged. The New England Prep has been trending for at least a year now, and it's no secret that Rugby's polo shirts and #blokecore are trending among young consumers. Then there's the fact that sports like F1 racing have also created huge moments in culture outside of the sport. Races have become high-profile events, so being able to wear something cool to a race is a big deal. With Paris 2024 fast approaching and the high profile undeniable, France is seizing the moment.
When it was first decided that Stefan Ashpool would be leading the Olympic uniform, the designer made it a priority to ask the Olympians what they wanted to wear. “They all said the same thing,” he said vogue business Back in January, when the partnership was first announced. “[They said,] “We want to look beautiful, we want to look fresh, and we want to look cool. Sure, we want to look French, but we don't want to be a walking flag.” If you feel good about how you look, your confidence increases, which in turn maximizes your performance.'' Ashpool then incorporated the French flag to create modern, neo-psychedelic textiles. Ashpool and Le Coq Sportif are preparing to equip 560 Olympic and 280 Paralympic athletes. Additionally, 2,400 Olympic staff and coaches are also dressed.
embossed leather jacket
The majority of the national team uniforms will be produced domestically at Le Coq Sportif's facilities in France, with some assembly outsourced to Portugal and Morocco.
fencing uniform
French Olympians will wear costumes by LVMH brand Berluti at the 2024 Paris Olympic Opening Ceremony, which will be held on July 26 on the Seine, the iconic river that flows through Paris.
Judo uniform
Ashpool was determined to produce the uniforms locally and needed permission from Japan's judo regulatory body. This is the first time in history that the kimono worn by the French Judo team will be made from French textiles and manufactured in France.
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