Filling the knife: the history of the Olympic team uniform: before they only care about wearing less
With the opening of the Rio 2016 Olympic Games, the team of national teams smashed the circle of friends. This year's Olympic team uniform design has led to a trend of sportswear and high fashion trends. Whether it's StellaMacCartney×Adidas designed for the British team, the color-matched color sportswear, or EmporioArmani's sportswear for the Italian team, they all incorporate the popular street-style letters or digital prints; Lacoste's French sportswear and PoloRalphLauren's American team sportswear, which uses the red, white and blue colors of the two countries' flags, but presents different French fashion and American styles; DsQuarend2×Hudson'sBay designed the Canadian team sportswear with white Sweater and slightly The red suit jacket with Preppy style is fashionable and extraordinary; the most striking is the French designer Christian Louboutin designed for the Cuban team. The hunting style adds the designer's iconic red, and the jacket is cut with the shadow of the military uniform. , stand out from the crowd of sportswear.
The history of close cooperation between Olympic sportswear and fashion brands is not long, but it has spread rapidly. This summer, many cooperative designs headed by Italian team uniforms can be purchased at the corresponding cooperative brand stores. On the one hand, these cooperations clearly demonstrate that the commercial realization mode of the Olympic Super IP is being refurbished, and on the other hand, it has precipitated the revolution of sportswear represented by the Olympic team uniforms since the launch of the modern Olympic Games, and concealed its After the social concept is changing with each passing day.
Can the Olympic team uniform be shorter?
Under the auspices of the International Olympic Committee, the first Modern Olympic Games was held in Greece in 1896 and was scheduled to be held every four years. The second and third sessions were held in Paris, France and St. Louis in the United States. In the 19th century, sports were male activities, and women's participation in sports caused questions about her female characteristics around the end of the 19th century, when they were allowed to appear in sports and athletics. At that time, women could participate in sports such as cycling, swimming, tennis, archery, etc., but they must maintain good manners and good taste during the exercise, and even sweating is prohibited.
In 1900, men who appeared on the Olympics wore knee-length pants and short-sleeved shirts, including wrestling vests that were quickly allowed. In contrast, female athletes wear long skirts, long sleeves, high collars and heeled shoes. The feminine manner takes precedence over the practicality of sportswear and its contribution to athletic performance. During this period, the dress code for marathon runners was more stringent. From the documentary record of the Marathon in the 1908 London Olympic Games, it can be seen that: “Participants must wear Clothes that are covered from the shoulders and knees, and the sleeves must be long. Elbows, those who do not meet the dress code will be retired."
At the Stockholm Olympics in 1912, short skirts and shorts with a length above the knee appeared on female gymnasts, which led to a discussion of social atmosphere at the time. In addition, the women's swimming and diving competitions were held for the first time. Participants generally wore sleeveless length and thigh-length wool swimwear. The American women's swimming team was withdrawn because American society thought the swimsuit was not solemn. Represents the qualifications for the competition. At the same time, male athletes can wear four-corner and triangle swimming trunks.
The First World War gave women more social space for independent activities. The rise of fashion designers such as CocoChanel has also changed the inherent mode of women's wear. At the Antwerp Olympics in 1920, female athletes learned that Chanel cut short hair and wore sportswear with a lighter, more compact, low-line stretch jersey Fabric. Wrestling vests were also allowed during this period.
By the 1924 Paris Olympics, women were able to wear cooler silk satin and cotton to exercise because of the free and open culture of the "Jazz Age". The designer JeanPatou's skirt and vest design was welcomed by female athletes. The 1981 film "The Chariot of Fire" tells the story of the rivals and friends of the two British athletes in this Olympic Games. It can be seen that the loose bagged high-waist shorts and the tight-fitting vest are the male athletes of this period. Dressed.
By the time of the Berlin Olympics in 1936, the equal relationship between women and male athletes in dressing had improved greatly. Female athletes could wear loose shorts, knitted cotton shirts and neutral tracksuits like male athletes. The pants were also worn for the first time in this Olympic Games.
The charm of the star sports brand
At the Berlin Olympics, Adolf Dassler, one of the founders of the German shoe company Dassler Brothers, took his track and field shoes to lobby American athlete Jesse Owens to wear it during the match. The shoes Jesse Owens won four gold medals. This is the first star sports brand to be hailed by the Olympics. During the Second World War, Dassler Brothers separated their brothers. Adolf Dassler founded the sports brand Adidas. Rudolf Dassler founded Puma. Today, both brands follow the secret of using the Olympics to refresh their brand image. The commercialization of the Olympic Games is gradually Start.
In 1984, the Los Angeles Olympic Games began to receive full commercial sponsorship under the impetus of the Olympic Organizing Committee. The uniforms worn by athletes were marked by the official sponsors. Among the sports brands, Adidas, Reebok, Nike, Puma, etc. saw the opportunity and were willing to provide sponsorship. They are now the leaders in the sports equipment industry.
At the beginning of the 2008 Beijing Olympic Games, the sports brands represented by Nike and Adidas launched a competition for Olympic resources, especially star athletes, which was as intense as the Olympic Games. On the one hand, sports brands continue to upgrade the technological content of fabrics and designs, and strive to help their sponsored athletes to perform better in the competition and get better rankings. Representative ProTurboSpeed ​​super aerodynamic tracksuits such as Nike, Adidas and Puma specialize in ultra-light running shoes for high-tech comfort fabrics that breathe, and Speedo anti-chlorine fabrics that reduce drag in water.
The popularity of streamlined stretch sportswear is due to the use of rayon, which acts like a second layer of skin that fits tightly on the athlete's body, reducing resistance during exercise. In the 1992 Barcelona Olympics, this tight-fitting sportswear with a futuristic style challenged the audience. It almost displayed the athletes' beautiful body curves without any cover, leaving little room for imagination.
Australians' enthusiasm for streamlined stretchwear is huge and creative. At the 2000 Sydney Olympics, local combat track and field athlete Cathy Freeman expanded the possibility of streamlined stretch sportswear and wore a set of tight-fitting jumpsuits called SwiftSuit, which was slightly ridiculous, but helped her. Won the women's 400m gold medal. At this Olympic Games, the Fastskin swimsuit, which is said to simulate the state of shark swimming, was also put into use.
On the other hand, the sport began to work with fashion designers to achieve a more stylish and eye-catching look. Fashion brands also took the opportunity to seize the design of some team uniforms. The more successful examples are the collaboration between StellaMcCartney and Adidas for the British team, the cooperation between Giorgio Armani and the Italian national team, and the design of RalphLauren for the US team. These cooperations are extremely close, and the Olympic teams from all countries have chosen the best. A designer who represents the country's fashion style.
One hundred years ago, people quarreled about the length of Olympic sportswear. One hundred years later, they were picky about their fashion and technology. One hundred years ago, it was thought that female Olympic athletes wearing sportswear were badly wounded. After that, they care whether it shows the beautiful body of the athlete. Olympic sportswear is a mirror of social consciousness. It is influenced by the times. Olympic sportswear is also the leader of the bombs embedded in social consciousness. With an overwhelming degree of attention, it is ready to challenge and change the vision of a generation.
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