SPORTS AND FASHION: FROM THE STADIUM TO THE STREETS
The connection between sports and fashion has significantly tightened in recent years. Their symbiosis has transformed both worlds, from the origins of sports uniforms to the rise of streetwear and those viral Loewe tennis ball heels worn by Zendaya. Many well-known brands, particularly men's brands, began their journey as technical or sportswear, even manufacturing for other brands before starting their own path.
Although this union is not entirely new, the recent evolution has caught the attention of renowned designers, who are increasingly participating actively in the sports world. In fact, sportswear is expected to surpass any other textile sector in profits, growing around $356 billion globally. In honour of the Paris 2024 Olympics, let's talk a bit about the close relationship between fashion and sports.
Form vs. Function
Sports fashion has played a crucial role in the evolution of contemporary style. Why? Because sportswear prioritised function over form, seeking the athletes' comfort since the first sports uniforms in the 19th century. People soon saw the convenience of wearing clothes that facilitated movement in daily life, not just during sports practice.
While sportswear had been simply looser clothing than usual, the emergence of regulated sports in the 19th century prompted an entirely new industry. English inventor Thomas Hancock discovered the technique of rubber vulcanization (the bonding of elements at high temperatures). This technique is still used today for bonding sports shoe soles and other rubber elements. Combined with the advent of the programmable loom by English merchant Joseph-Marie Jacquard in 1801, the perfect climate was created for the mass production of sportswear.
Luxury Brands and Sportswear
Later, brands and designers joined the trajectory of sportswear. Coco Chanel, for example, was inspired by sports and men's clothing to chart her own fashion revolution. She introduced comfort and functionality, inspired by men's and sportswear, such as nautical stripes (or Breton stripes) and loose trousers. With the support of creators like Chanel, sportswear soon began to make its way into people's daily lives.
Moncler, founded in 1952, is a prominent example of how a sportswear brand became an emblem of modern luxury and innovation. Initially conceived for outdoor activities, Moncler clothing has evolved to become an essential part of cosmopolitan style. Their famous collaborations with designers like Thom Browne and Pierpaolo Piccioli have elevated the profile of one of the largest sportswear brands in the world, placing it alongside the greats of luxury. Their initiatives demonstrated that technical fashion can be both functional and aesthetically striking and sophisticated.
Another great example of fashion and sports' relationship is Stone Island, founded in 1982. Its trajectory is marked by its significant textile research and innovation. The brand is known for its dyeing techniques and advanced materials, which combine high durability with a distinctive and unmistakable style thanks to the Compass patch. Stone Island has achieved a strong presence in football culture and streetwear, becoming a reference for sports fans in 1980s England.
The Rise of Streetwear: From Athletes to Millennials and Generation Z
The 1980s saw a complete shift in sports culture. The emergence of athlete worship in the decade created the perfect climate for the success of brands like Autry and Stone Island. Great athletes, particularly in American culture, became stars in their own right with an audience willing to consume both their image and product.
Since then, athletes have gone from being just figures on the playing field to becoming guests at major fashion campaigns and events. One of the most recent examples is tennis player Serena Williams' relationship with Vogue USA and Anna Wintour. Throughout her career, she has received the Fashion Icon award at the CFDA Awards, a distinction that underscores her various collaborations with major brands and stellar appearances. Football players like Héctor Bellerín and Bukayo Saka have also appeared on runways and collaborations with luxury brands like Louis Vuitton and Burberry.
2024 is considered the biggest year for the union of fashion and sports, starting with Louis Vuitton's campaign with Lionel Messi and Cristiano Ronaldo, the success of the movie Challengers with Zendaya, and Gucci ’s campaign with tennis player Jannik Sinner, promoting the iconic Gucci Duffle Bag.
Another milestone of the new century has been the collaborations between major brands and sportswear firms, inaugurated by Supreme. Collaborations between fashion and sports brands have created iconic products that go beyond their original purpose, becoming collectible pieces like Gucci's collaboration with Adidas.
The influence of sports on everyday fashion grew from the 90s in the form of the athleisure concept, a way of dressing that combines sportswear with fashion elements for everyday wear. Today, athleisure could be considered the foundation of the streetwear concept. This revolution, which adopted other terms like normcore (relaxed clothing for everyday situations), arrived to stay by re-elevating pieces like sweatshirts and track pants to items that can be seen as elegant and sophisticated. This is always in combination with more traditionally dressy pieces.
LVMH: The Star of the 2024 Olympics
The LVMH group, which includes brands like Loewe, CELINE, and Givenchy, is one of the major sponsors of the Paris 2024 Olympics. This collaboration underscores the importance of fashion in sporting events and represents the emblematic nature of LVMH and its presence in French culture. Their various brands will participate in creating actions, medals, and makeup for the games.
Fashion and Sports: The Technology of the Future
The future of sports fashion looks exciting and innovative. With the rise of new technologies and textile innovation, brands have a promising future ahead. Sportswear is a sector that requires constant innovation. This innovation is then applicable to everyday clothing, optimising fabrics, breathability, and resource use. Sustainability is becoming a key focus, with designers like Moncler leading the way toward more eco-friendly sports fashion (ranking at the top of the Dow Jones sustainability index for five consecutive years).
The relationship between sports and fashion has evolved in surprising and creative ways. Brands like Moncler and Stone Island have shown that functionality and style are more than compatible: they are ideal. Innovative collaborations and the support of major groups like LVMH, Prada, or Moncler continue to redefine the boundaries of this symbiosis.
