#PARIS2024: Kit Couture

Get ready for more than just breathtaking performances at the Summer Games. We take a look at the national kits that are turning heads (and a few that might leave you scratching yours!).

By Natasha

#PARIS24 is on, and the sporting world is buzzing about more than just gold medals. While there will be plenty of incredible athletic feats, Paris is also delivering a dazzling display of athletic couture, with uniforms that are sure to earn their own round of applause (and some we think should have been left in the suitcase!).

A kaleidoscope of team kits have been designed to bring both peak performance and national pride, with each team kit offering a canvas to paint the visual identity of one’s home country. From Southeast Asia to Africa, Europe to the Americas, every corner of pan-cultural fashion takes centre stage on the Olympic podium. These uniforms, from intricate opening ceremony ensembles to the most technical of competition apparel, are a testament to our athletes’ heritage as they push human potential to the limit. This year, we see iconic brand collaborations that blur the lines between patriotism and high fashion, from Mongolia’s intricate couture drip, to Australia’s school uniform ensemble; we dive into the best, and the questionable Olympic kits set to take the City of Lights by storm this Summer.

Let’s begin with our Bronze, Silver and Gold medal winners:

Michel & Amazonka for Mongolia

Mongolia: Michel & Amazonka

ARE. YOU. KIDDING?! Our social media feeds went wild when Mongolia’s Olympic uniforms dropped. Forget everything you thought you knew about athletic wear – these showstopping creations by sister duo and Ulaanbaatar-based fashion label, Michel & Amazonka, are pure artistry. The intricate details, the cultural homage, the sheer number of HOURS poured into each piece – Team Mongolia deserves a gold medal just for the fits, even before the Games begin.

Billowing white capes meet dark red, navy, and gold embroidered vests and collars. Inspired by traditional Mongolian ‘deels’ (asymmetrical robes), the uniforms seamlessly blend cultural flair with athletic functionality. But the eye candy doesn’t stop there – embellished pouch bags, sash belts, and dangling earrings add pizazz, while pointed Buryat hats and gutal boots cement the cultural connection.

More than just looking good, these uniforms are symbolic masterpieces. Look for nods to both the Paris Olympics (Eiffel Tower, rings, flame) and Mongolia (Soyombo symbol) woven into the designs. Taking an average of 20 hours per outfit, these aren’t mere uniforms – they’re works of art destined to steal the show at the opening and closing ceremonies.

Glorious rating: 100/10, GOLD! NEW WORLD RECORD!

Taking an average of 20 hours per outfit, these aren't mere uniforms - they're works of art destined to steal the show. Michel & Amazonka.
Stella Jean for Haiti

Haiti: Stella Jean

Haitian athletes will walk into the Paris 2024 Olympic ceremonies with a powerful statement on their backs, designed by Haitian-Italian designer Stella Jean. Jean’s philosophy of “multiculturalism is irreversible” shines through in these uniforms, which blend Haitian heritage with a touch of modern flair.

For the women, a spectacular wide circle skirt takes centre stage. The fabric features the beautiful print of “Passage”, a painting by Haitian artist Philippe Dodard. This is mirrored on the men’s trousers, creating a sense of unity between the sexes. The women’s ensemble is completed with a light blue chambray shirt; a traditional, woven fabric worn by Haitian workers for decades, and a chic sleeveless blazer crafted from recycled materials – displaying practicality and a progressive attitude towards the environment. Meanwhile, the men will don trousers echoing the “Passage” print, paired with a classic striped shirt and a scarf. The jacket, inspired by the Guayabera shirt, a popular garment among Haitian men, adds a touch of national pride. These uniforms are more than just competition gear; they’re a vibrant tapestry celebrating Haitian culture and history – we flippin’ love them!

Glorious rating: 10/10, SILVER! Olympic Record

Team France looking smart in their Berluti tuxedos

France: Berluti

Ooh la la! Tuxedos… at the Olympics?

The host nation is raising the chíc factor with Berluti leading the charge. Berluti, the fashion house owned by luxury giant LVMH Moët Hennessy Louis Vuitton (the major Olympic sponsor), is injecting Parisian flair into the opening and closing ceremonies of both the Olympics and Paralympics, having crafted 1,500 custom-tailored, head-to-toe outfits for Team France. These include elegant, midnight blue wool tuxedos, featuring shawl collars sporting a motif inspired by an all-new “French flag” patina, made especially for the occasion in shades of blue and red. To ensure a perfect fit for every team member, Berluti consulted with the athletes, organisers, and committees, which resulted in an impressive size range, expanding their current chart to offer 14 sizes – from 3XS to 6XL for clothing and size 1 to 22 for shoes. Magnifique!

Stephen Ashpool x Le Coq Sportif kit for Team France

France: Stephen Ashpool x Le Coq Sportif 

Multiple apparel options for France? Why not! After all, it’s their home turf. Once Team France have taken off their tuxedos, Le Coq Sportif (headed by newly-appointed artistic Director, Stéphane Ashpool, who is also known as the founder of iconic streetwear brand Pigalle) has athletes covered. Le Coq Sportif and Ashpool have tackled a MASSIVE challenge, designing everything from competition gear (swimsuits to cycling vests, fencing gear to kayaks) through to off-duty wear for Team France. Le Coq Sportif will dress a staggering number of athletes and staff including 560 Olympians, 280 Paralympians, and a further 2,400 coaches and support staff. That’s a total of 150,000 items, all exclusively produced in France!

Performance is key, so Ashpool and Le Coq Sportif created bespoke designs for 40 Olympic and 24 Paralympic disciplines. Thousands of unique pieces spanning apparel and accessories – all showcasing French craftsmanship.

Glorious rating: 10/10, BRONZE! Personal Best

Stephen Ashpool x Le Coq Sportif have produced 150,000 items, all exclusively produced in France!

showcasing

And now for some other notable national fits: from the medal-worthy to the non-starters…

Australia: Sportscraft & Asics

We love you, Australia, we really do. But who gave the green light to this uniform?!

For the tenth time, Sportscraft, with the Australian Olympic Committee on board, designed the opening ceremony uniform. Volley provides custom shoes again, marking their fourth Olympic partnership. This time, the design draws “inspiration from Parisian fashion,” says Elisha Hopkinson, CEO of APG & Co (Sportscraft’s parent company). “We blend style and function, ensuring our athletes feel confident on the world stage”.

Taking inspiration from the fashion capital of the world for a global event in France… tricky territory. The print is “inspired by a warm summer Parisian sunset with an ombre green and gold print”. Maybe things are different down under, but since when has the sky been green?!

Opening ceremony uniforms, consisting of blazers, skirts, and shorts containing “stretch fabrics” are made in… China. The uniforms, featuring a double-breasted blazer with shorts or a knee-length pleated skirt, both adorned in a questionable green, gold, and white gradient, wouldn’t be out of place in Chris Lilley’s mockumentary sitcom, “Ja’mie: Private School Girl”. Sadly, the options for female athletes fall flat.

That said, it’s not all bad. Asics have stepped up with a solid competition kit offering. The classic green and gold celebrates Australia, but a closer look reveals a powerful message. Indigenous prints by Olympic boxer Paul Fleming adorn the uniforms, his “Walking Together” design reflecting the Olympics’ spirit of global unity. The 2024 uniforms mark a historic moment: the largest-ever integration of Indigenous prints in Summer Olympic history.

Glorious rating: 4/10 Thank goodness for Asics!

L: For the tenth time, Sportscraft have designed the opening ceremony uniform... jury is out! R: Team Australia' pose in their Asics kit.
Nine Olympics down, Ralph Lauren remains the undisputed champ of Team USA uniforms.

United States: Ralph Lauren

Nine Olympics down, Ralph Lauren remains the undisputed champ of Team USA’s uniforms. This year’s Paris collection is a classic Ralph Lauren touchdown – think Americana with a touch of Parisian je ne sais quoi. The opening ceremony ensemble is a classic Ralph Lauren masterpiece of a sharp navy blazer, paired with a crisp striped shirt and tie. Light-washed denim adds a touch of casual elegance, while red, white, and blue accents ensure a patriotic presence. For the closing ceremony, the vibe shifts towards a more relaxed, “heartland” aesthetic. Moto jackets adorned with Olympic patches become the stars of the show, effortlessly paired with clean white jeans.

“This iconic apparel serves as a symbol of unity and inspiration”, said Sarah Hirshland, CEO of the U.S. Olympic & Paralympic Committee. “Beyond looking sharp, each item is proudly manufactured in the United States, adding another layer of national pride”.

The Nike Team USA high-cut one-pieces have sparked a social media firestorm

United States: Nike

A very familiar face at the Olympics, Nike has partnered with over 100 federations and individual athletes for Paris 2024 and will be kitting our Team USA. However, their uniform designs haven’t received a gold medal reception. The culprit? The women’s track uniforms. The high-cut one-pieces have sparked a social media firestorm, with critics questioning if practicality took a backseat to aesthetics. Comments like “Did Nike run out of fabric after designing the men’s kit?” and the more pointed “If the labia are hanging out on a still mannequin, what do we expect to happen to a moving person?” were quickly racking up the likes on X, highlighting concerns about functionality and coverage.

Thankfully, unlike the 2021 situation that saw the Norwegian beach handball team fined for not wearing mandated bikini bottoms (not Nike’s doing!) athletes do have options. Sha’Carri Richardson, for example, opted for the longer shorts and vest combo at the launch of the kit. Nike maintains the design is based on “advanced body scanning” and athlete feedback, but the jury’s still out on this one.

TIMELESS

Almost makes us want to take up golf..... J. Lindeberg for US Golf

United States: J.Lindeberg

We found it slightly strange that team USA have decided to go with Swedish brand, J.Lindenberg, to kit the USA Olympic Golf Team, but hey, credit where credit’s due, the Scandinavian brand has created a set of performance and hybrid pieces that can be worn on the course or as statement athleisure ensembles. They’ve updated timeless golf classics (collared polo shirts, a-line skirts and joggers) with high-tech fabrics, streamlined silhouettes, innovative cut-outs and a colour-blocking palette that nods to both the French tricolour and America’s red, white, and blue. The cardigans have gone straight on our wish list.

Glorious rating: 6/10 Would have been higher if track and field uniforms were lower… Oh the irony!

Laura Weber for Ireland

Ireland: Laura Weber

For Ireland, the journey isn’t just about athletic feats; it’s a celebration of 100 years since their Olympic debut. To mark this milestone, they’ve enlisted New York-based Irish designer Laura Weber. Weber, though new to designing entire Olympic uniforms, has a background rich in national pride. She previously embroidered the wedding dress of Irish Olympian, Natalya Coyle, and contributed to Team USA’s Ralph Lauren uniforms.

For Paris 2024, Weber’s vision blends tradition and contemporary flair. The opening ceremony features double-breasted white jackets symbolising a blank canvas, each adorned with the athlete’s county emblem and four shamrocks, representing Ireland’s provinces. Her signature embroidery personalises each piece with the athlete’s name. The closing ceremony returns to familiar territory with deep green jackets, inspired by Irish legend, Sonia O’Sullivan. Gold strapping across the bodice forms a five-pointed star, with a sixth point added if an athlete wins a medal. These uniforms are more than garments; they’re a canvas for Irish spirit, honouring a century of Olympic dreams and we’re so here for them.

Glorious rating: 9/10 No words needed.

The Netherlands: Denham & The New Originals

Denham, a Dutch denim brand with a strong national heritage, has been named the official fashion wear partner for Team Netherlands opening and closing ceremony kits. Breaking tradition, Denham co-created the uniforms with the athletes themselves. Earlier this year, Denham welcomed the Dutch Olympic Committee and athletes into their Amsterdam design studios. Through collaboration, they aimed to understand what it truly means to participate in the Games. The result? The Kinetic Denim Uniform; a groundbreaking innovation, crafted from Denham’s exclusive fabric (developed with Advance Denim). This ultra-light 6 oz denim utilises cooling thermo-regulating technology and aerogel yarns for superior comfort, breathability, and durability during athletic performance.

We must also give a big shoutout ultra-cool Amsterdam brand The New Originals. The label will be outfitting the Dutch breakdancing team in futuristic orange tracksuits, paying tribute to the Dutch flag and the orange of the football team, for their Olympic debut.

Glorious rating: 9/10 Denim at the Olympics… Just cool.

Denim at the Olympics? Yup! Known for their denim, Denham has designed the kit for The Netherlands

dominance

PUMA's Team Jamaica kit is a celebration of Jamaican national identity

Jamaica: PUMA

Jamaica, a nation synonymous with track and field dominance (boasting a phenomenal 86 of their 87 Olympic medals in this category!), is ready to electrify the Paris Olympics. This year, they’ll conquer the podium not just with speed, but with style, thanks to their brand new Olympic kit designed by their long-standing collaborators PUMA. Jamaica unveiled the highly anticipated kit in front of more than 25,000 people (and many legends of the track!) at the Jamaica National Stadium, during an unmissable showcase of speed at the ISSA Boys & Girls Championships in Kingston, Jamaica. The kit fuses performance with a vibrant celebration of Jamaican national identity. Think bold black, energetic green, and triumphant gold to bare resemblance to the colours of the national flag – but aesthetics are just the beginning.

Engineered jacquard fabric ensures athletes stay cool and comfortable during intense competition. Strategically placed lines flatter their physiques and create a striking silhouette, as PUMA CEO Arne Freundt explains, “The cut lines… emphasise the beauty of an athlete in motion”.

Adding another layer of excitement, Jamaica’s Independence Day falls right in the middle of The Games (6th August). PUMA hints that a special celebration is planned at their Paris headquarters, transforming it into a vibrant hub for athletes, officials, and fans to commemorate both athletic achievements and national pride. Get ready for a Jamaican spectacle on and off the track – it promises to be a scorcher!

Glorious rating: 8/10 Iconic, but seen it before

Jamaica unveiled the highly anticipated PUMA designed kit in front of more than 25,000 people

Canada: Lululemon & Left on Friday

Despite us liking the print, Team Canada’s kit for the upcoming Paris Olympics, from the look of it, doesn’t exactly scream revolutionary fashion (preparing for the Lululemon army to hunt us down here). However, where it truly shines is in its technology and inclusivity. Canadian athleticwear giant, Lululemon, has thrown out the old playbook, ditching the generic, one-size-fits-all approach for a kit designed with accessibility and adaptability at its core.

The real innovation lies deeper than the bold crimson print. Magnetic zippers, pull-on loops, and sensory guides are just a glimpse into the features designed to cater to diverse needs. Lululemon has even created groundbreaking adaptive styles like the Seated-Fit Carpenter Pant for ultimate comfort and functionality for athletes who compete in a seated position.

 

Extensive athlete feedback sessions were conducted with a diverse group of 19 Canadian Olympians and Paralympians across 14 different sports. This athlete-centric approach ensured the uniforms not only look great but also meet the specific physical and mental demands faced by competitors during the Games. We’re into it!

And Team Canada’s Olympic wardrobe isn’t a Lululemon monopoly. The rise of independent labels in the sporting world is evident with the addition of Left on Friday. The Canadian brand, known for its flattering and functional swimwear, has designed the Women’s Beach Volleyball uniforms. Their expertise in signature performance fabrics and bold designs, promises to see the Canadian beach volleyball team looking fierce on the sand.

Glorious rating: 9/10 Good prints, greater tech

Lululemon for Canada coming in strong on the tech (and print) front

United Kingdom: Ben Sherman

British heritage brand, Ben Sherman, returns as the official Team GB designer for both the Opening and Closing Ceremony outfits, and boy things have changed since their brilliant 1960’s inspired 2021 offering, photographed by Rankin!

The uniform draws inspiration from the UK’s rich cultural heritage, aiming to “promote unity and express a sense of pride”. The most exciting piece is an embroidered bomber jacket featuring a specially designed four-nation floral motif on the back, incorporating the rose (England), thistle (Scotland), daffodil (Wales), and shamrock (Northern Ireland), symbolising the identities and histories of each nation within the UK. The jacket is complemented by a knitted open-neck polo made from an organic cotton blend with a geometric motif in classic red and blue. Oxford trousers with a Union Flag tape waistband complete the ensemble.

 

Whilst the kit celebrates British heritage, some might find it a touch uninspiring and… a bit odd?! Why are our athletes wearing what look like Hawaiian shirts and shorts? Regardless, we would have let all of this slide, if it weren’t for the photoshoot… Giant letters? Plastic flowers? Strange lighting? Is this a catalogue feature or an Olympic kit reveal? Who gave this the green light?! Compared with other kit shoots, this one ranks dead last and is frankly, a little bit embarrassing. With the UK brimming with fashion design talent (and creative talent to help with their shoots!), couldn’t Team GB have pushed boundaries even an inch further? Imagine an opening and closing ceremony collaboration with a designer like Christopher Kane or Wales Bonner… Now that’s how you celebrate British heritage with a bang, not a whimper!

Ben Sherman for Team GB. We're sorry, but this shoot is a miss...
That's how it's done! adidas for TeamGB

United Kingdom: adidas

Okay, this is how you photograph kit (Sorry Ben Sherman!) Adidas is back supplying Team GB’s kit for the Paris Olympics – that’s 15 teams the German sportswear giant’s dressing this summer! The kit itself? It’s solid! Dark navy base, pops of fiery red and white that apparently “playfully pop” during movement (we don’t know what this really means either), finished off with those iconic white lion head logos. Classic and functional, the kit unites all the athletes across all disciplines. Do we sound underwhelmed? Meh. Don’t get us wrong, this kit is good. It’s British, it’s cool, it’s practical, but could the boundaries have been pushed even a little further in design and tech? Considering the UK’s reputation for fashion-forward design, we think possibly. Saying this, we’re fans of the kit and we can’t wait to see Team GB wearing it on the world stage this summer!

Glorious rating: 5/10. Thank goodness for adidas…

movement

adidas is back supplying Team GB’s kit for the Paris Olympics and we love this shoot!

Closing Ceremony: Kevin Germanier

The Olympics closing ceremony, titled “Records”, promises an unforgettable spectacle on 11th August at the Stade de France. Over 100 performers, from acrobats and dancers to world-renowned singers, will take the massive stage in a dazzling display. But the athletes aren’t the only ones getting decked out in high fashion – the performers will be adorned by a unique talent: Kevin Germanier.

This Paris-based Swiss designer, known as the “bead master”, creates eye-catching pieces bursting with colour, texture, and a strong focus on sustainability.

 

 

His selection by Paris is a testament to his creative vision, especially considering the city’s abundance of established fashion houses. But Germanier’s designs are more than just clothes; they’re works of art destined to shine under the spotlight.

Unveiling his plans, Germanier revealed that the artistic director and costume director simply requested “a fantasy”. Germanier has hinted at using deadstock materials and unconventional textiles. Freed from the pressure of commercial sales, his inspiration has soared. Expect a display of pure extravagance, a domain where Germanier is a proven master.

Can’t wait!

Closing Ceremony Costume Designer, Kevin Germanier is known for his eye-catching textural pieces

Do you agree with our critiques? Which kits are YOU rating this year?

As always, let us know on social – @glorioussport

Title Image: Lululemon for Team Canada

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