There are still more than three months to go before the Beijing 2022 Winter Olympics and Paralympics, but the competition to win the fashion competition has already begun. The first big name in the starting line: Canada, which announced its official sports suits — opening and closing ceremonies, podium clothing and country equipment — on October 26, and established a new multi-year partnership with Lululemon .
Yes: They will devote themselves to sports and leisure for the next four Olympic and Paralympic Games. But did you know? It looks very good.
Lululemon's wardrobe is designed in red, avoiding most common gnashing national clichés, such as the "Canadian tuxedo" full cowboy look that the country’s athletes had to imitate at the Olympic Games last summer (this look was designed by Hudson Bay) ) The maple leaf of the Canadian flag, in a fireside manner, is both appropriately patriotic and visually warm. Even if it does make athletes look a bit like Santa’s elves, exercise version.
Maple leaves also appear as the main print of the series, but not literally: these costumes will not make the athletes look like a fake forest during the parade. On the contrary, it has been magnified under the microscope and then "translated" into a "deformed state". This is a confusing term, but essentially means a more abstract and fluid mode, indicating the process of transformation.
At the opening ceremony, the print was placed on the inside of the jacket (to be close to the athlete's heart); for the closing ceremony, it moved to the outside.
As for the clothes themselves, they have been designed in consultation with the athletes for 18 months. They are indeed inclusive in terms of gender and body shape, which means that everyone wears exactly the same clothes and has an equal opportunity to personalize. Because although the basic models, as you might expect, are mainly puffer fish and leggings, they are not your average puffer fish and leggings.
For example, the coats for the opening ceremony are all... Transformers! Thanks to the zipper part, they can be worn in different ways, so athletes can make them longer or shorter, turn them into vests, or, if they get hot, they can hang them on their shoulders like a backpack.
Even-this is the most interesting part-remove the lower part to form a scarf or travel pillow. Because, you know, in the middle of your time waiting for the next 50 teams to enter the arena. Goose down is 600 filled, which means it can protect to minus 10 degrees Celsius (14 degrees Fahrenheit), or well below freezing point.
As for the leggings, they are made of sweat-absorbing four-way stretch wool: there is no risk of another moment of accidental transparency. There are also some mittens and waist bags with wavy quilting; various beanies and bucket hats; urban sweat; zipper-collar "cocoon" merino wool sweaters worn on the podium (the brand uses them Described as "warm hugs"-when they are away from home and the cold, who wouldn't want to?); and cool platform sneakers with hiking laces.
The closing ceremony seems to have the same equipment, but in silver and cream, with an angel/snowflake atmosphere, suitable for the finale.
All this looks sporty and lively, which is a victory for a brand that has never made an Olympic jersey and the team that will wear it. (It's also fans who want to buy the whole thing, and then they can wear their outfits without looking like ethnic kitsch.)
If anyone wants to know why Lululemon: The brand was founded in Vancouver and has been based there, according to CEO Calvin MacDonald, this involves patriotism. Of course, there is competition — not just sports. After all, making such a major Olympic statement has always been the responsibility of brands such as Nike, Adidas, Puma and Under Armour.
"I think the whole world will be jealous of what we have," said Frédérique Turgeon, an alpine skier and Lululemon ambassador.
This is a kind of abandonment, but considering the context, it is also very appropriate. Literally.