The London 2012 Olympics are fast approaching and retailers Spring Summer 2012 collections have hit down in the past couple of weeks which can only signal that Olympic fever is hitting the fashion industry. With brands from Unconditional to Arcadia's Burton already cashing in on the Olympics we are sure to see an uprising in Olympic theme ranges. The vibrant colour blocking from SS11 has made a come back, this time focusing on a blue, yellow, black, green and red colour-way (Olympic rings colours incase you hadn't clocked). Collaborations and celebrity endorsement have even been roped in to back the Olympics in London. English brand Dunhill is the latest label to hire Olympians to front its latest campaign, recruiting the help of retired rower and four-time Olympic gold medallist Sir Matthew Pinsent, double gold medal-winning Olympic sailor Iain Percy and two-time European silver medallist and Commonwealth Games Champion gymnast Louis Smith. The trio feature in the British brand's Voice adverts, shot by David Sims, with each image bearing their individual tips on how to make it as an athlete. Oh, how British.
You may think that the 'fashions' are isolated to sportswear brands but these have been cleverly combined by Stella McCartney and her collaboration with Adidas. She has commented on her role as creative director of the Adidas 2012 Olympic Team GB saying the range has challenged her as a designer in more ways than one. "I love the opportunity to stretch that side of design," she told Christa D'Souza in the February issue of Vogue. "I love that you can have the language between two worlds of technology and fashion, because I don't think many designers get to do that.
"And do you know what's quite funny?" she added, "Doing the fittings for men. Quite out of my comfort zone. I'm like 'Oooh, where do I look? What do I do now?'" - Bet 'ya don't darhling.
See Stella's collection at: http://www.vogue.co.uk/news/2010/09/21/stella-mccartney-launches-lifestyle-range/gallery
At the start of the year it was clear that not even the beauty industry is immune to Olympic excitement - with a host of the Games' athletes being named as beauty ambassadors. Olympic and World Champion track cyclist Victoria Pendleton will front Pantene Pro-V's Smooth & Sleek range, heptathlete Jessica Ennis will represent Olay Essentials and swimmer Kerri-Anne Payne will be the face of Max Factor False Lash Effect Gold Mascara.
SPORTY girls in the know have a new go-to brand for comfort, performance and - most importantly - design: Lucas Hugh. Launched by New Zealand-born swimwear designer Anjhe Mules, the range fast became the workout attire of celebrities including Sienna Miller and Elle Macpherson - but when a Saudi Arabian princess buys the entire collection; you know it's seriously desirable - or just another way to splash the cash.
Combining a break through of scientific and technical design - from high-performance fabrics to glued-seam technology - the range doesn't ignore the more aesthetic details, like using on-trend colours and prints, while flattering the female form - who would of thought that was possible in sportswear. Manufactured in the same factory that produces Prada and Burberry's sportswear ranges, each piece is featherlight and durable - a union of form and function.
Lucas Hugh is now available on NET-A-PORTER.COM, LUCASHUGH.COM and Browns Focus, priced from £65 to £285.
Insider note: Look out for Selfridges Olympics campaign (it was inevitable). They have unveiled a host of exclusive products by UK labels including Mulberry, Gieves & Hawkes, Barbour and Fred Perry for its jubilee and Olympics celebrations later this year.
Selfridges commissioned products ranging from Union-Jack lined Barbour jackets to Fred Perry polo shirts designed by artist Peter Blake, which will feature in its Greatest British Shop, opening on May 4 in Selfridges’ Wonder Room in three weeks time.
Mulberry has also created a Union-Jack embellished edition of its Bayswater bag, while my very own team at Ted Baker has come up with an accessories collection, featuring a unique print inspired by the ‘halcyon’ days of England.
The competition is doing something to ... but we won't talk about them. It'll probably be something with stripes. Blah.
The fashionable of fashion comment on what sports they would participate in if they were in the Olympics
HENRY HOLLAND - "I'd be in the gymnastics floor event. I used to compete as a gymnast until I was 13 and got to national level. Can still do a backflip to rival any member of JLS if I'd had enough to drink."
GILES - “I’d do the high jump, I was always asked to do the high jump at school when I was in trouble. Or maybe I’d do one of those three-day events, or maybe horse-riding. But then I wouldn’t mind doing swimming or table tennis either. There’s a lot to choose from.”
SIMONE ROCHA - “Unfortunately I'm not such a sporty person but I would try my hand at poker if it was an Olympic sport." - My kinda gurl, and she's got a drink there.
So there we have it, a brief account of the fashion clan and their involvement in London's 2012 Olympic games - how will you show your fashionable support?
Colour blocking at the ready - with a splash of neon.
