The global impact of the Paris Summer Olympics (July 26-Aug.11) and the 2024 Paralympics (Aug. 28-Sept. 8) is hitting fashion. Brands and retailers aim to fulfill consumers’ Olympic dreams this summer with special collections and new stores that are just a shot put’s throw away from the games.
Here’s a closer look at how fashion is getting into the Olympic spirit.
Ralph Lauren
Ralph Lauren reclaims its role as an Official Outfitter of the U.S. Olympic and Paralympic Teams for the ninth time. The American heritage brand will dress the athletes for the event’s opening and closing ceremonies in “Made in USA” looks that draw inspiration from the host city of Paris and a signature palette of red, white and blue.
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“This summer, Paris is the backdrop where fashion and sport will collide on the world’s stage with a global audience and that is an incredibly exciting proposition,” said David Lauren, chief branding and innovation officer, Ralph Lauren Corporation.
The 2024 Opening Ceremony uniform offers a modern take on a tailored look, featuring a classic tailored single-breasted wool blazer with red and white tipping, a striped oxford shirt, tapered jeans and classic suede buck shoes, the brand stated. A sporty moto-style jacket, white jeans and Ralph Lauren’s 100 percent recycled cotton polo shirt make up the uniform for the closing ceremony.
The Team USA collection with made with thoughtful consideration of material and manufacturing choices, the brand stated. The polo is made with materials innovator NFW’s Clarus technology, which strengthens recycled fibers. Ralph Lauren also partnered with B Corp Saitex in Vernon, Calif. to assemble and manufacture Team USA’s 100 percent cotton jeans.
The women’s opening ceremony jean is a medium wash indigo curved tapered jean with an American flag label at the coin pocket. The women’s closing ceremony jean is a white version of the same style, embellished with moto detailing on the knees and “Team USA 2024” and the American flag printed at left thigh. The men’s opening ceremony jean is a version of Ralph Lauren’s athletic-inspired Parkside Active Taper. Men will wear a white version of the Parkside to the closing ceremony.
The jeans are available for consumers and retail for $398.
Ralph Lauren will host a series of events and activations in Paris and around the world to celebrate the games. The dining room at the iconic Ralph’s restaurant in Paris will feature Team USA tablescapes. At the Team USA House in the Palais Brongniart, Ralph Lauren will open a Ralph’s Coffee popup serving special blends, espresso and teas, along with some sweet treats.
Pacsun
Building on the success of its 2021 Olympic-inspired collection, youth retailer Pacsun celebrates Team USA with a dual-gender streetwear collection that combines athleisure silhouettes with the event’s history.
“Our goal was to create a collection that pays tribute to the heritage of the Olympic and Paralympic movements and also resonates with the style of today’s youth,” said Richard Cox, vice president of men’s and global partnerships at Pacsun. “By combining nostalgic elements with more modern looks, we’re offering our customers a versatile collection that can be worn during the games and beyond.”
The collection is divided into three capsules and nods to a variety of sports including track, tennis, soccer and more.
The International Olympics Committee Heritage capsule offers tees and sweats inspired by the Olympic Games London 1948 and the Olympic Games Stockholm 1956. The USA Heritage capsule taps into the vibrant spirit of the Olympic Games Los Angeles 1984 and the Olympic Games Atlanta 1996 with retro-inspired silhouettes and graphics.
The Team USA capsule presents a trend-relevant approach with patriotic varsity jackets, skorts, tube tops, half-zip sweatshirts, cargo sweatpants, Trucker hats and more.
“The Pacsun Team USA Collection is a testament to our commitment to deliver innovative and fashion-forward offerings under our key pillars, one being sports,” said Addie Rintel, vice president of women’s merchandising and design at Pacsun. “With this collection, we wanted to capture the spirit of the Olympics while bringing it to life in a way that feels fresh and relevant. There is something for everyone to enjoy and celebrate in style.”
The collection ranges from $25 for accessories to $150 for apparel in sizes S-XL for men and XS-XL for women. A variety of Olympic-themed styles is also available under Pacsun’s Kids line.
Retail games
Just in time for Olympic foot traffic, Levi’s opened Levi’s Champs-Élysées, a redesigned flagship that spans more than 5,300 square feet across two levels and features bespoke details like custom mannequins and fixtures.
The store represents Levi’s focus on accelerating its direct-to-consumer and diversification strategies through elevated shopping experiences, the brand stated. Levi’s Champs-Élysées offers a full range of Levi’s styles, including 501 jeans, Trucker jackets, dresses, tops and accessories. The store’s Tailor Shop has also been revamped to include more custom options.
Technology is visible throughout the flagship. The façade incorporates an LED-lighting structure with eye-catching animations visible throughout the day and evening. Fit education has also been enhanced through 3D digital screens available in multiple languages.
“The opening of our Levi’s Champs-Élysées flagship store marks another important moment for the brand in this fashion and cultural capital as we continue to affirm our leadership as a global, DTC-led retailer,” said Lucia Marcuzzo, managing director for Europe at Levi Strauss & Co.
Calvin Klein also recently celebrated the opening of its three-floor flagship on the Champs-Élysées.
The brand said the store provides an elevated setting to host experiential concepts and consumer activations. Each floor is designed to be a clean, natural canvas to showcase the latest collection. The women’s is housed on the ground floor and men’s on the mezzanine. The lower level offers the largest in-store Calvin Klein underwear and loungewear department in Europe.
The 6,450-square-foot outpost boasts Chalk, Calvin Klein’s retail concept that aims to reaffirm the brand’s modern and minimalist aesthetic through contemporary finishes and monochromatic palettes.
“The Champs-Élysées flagship embodies everything that Calvin Klein stands for, creating an environment that inspires our consumers and encourages them to experience the Calvin Klein lifestyle, not just through our products, but also our aesthetics,” said Eva Serrano, Calvin Klein global brand president.
