DE­SIGN­ERS GUN FOR GOLD

With cou­ture la­bels stitch­ing sports­wear, here’s a look at why the 2012 Games are a fash­ion de­light

India Today - - SPORTS - By Hitani Kaur

In 1948, Lon­don staged the XIVth Olympics, also known as the Aus­ter­ity Olympics be­cause of postWorld War II ra­tioning. The sport­ing head­lines were dom­i­nated by Dutch sprinter Fanny Blankers- Koen, who won four golds in ath­let­ics. On the side­lines, though, his­tory of a dif­fer­ent kind was be­ing writ­ten. The mag­i­cal meet­ing be­tween Rosita Jelmini and Ot­tavio Mis­soni was then viewed as just an­other Games ro­mance— she was a shy 16- year- old daugh­ter of an Ital­ian shawl maker; he was a hand­some 27- year- old Ital­ian hur­dler. They had dis­cov­ered that in ad­di­tion to their mu­tual love of sport, fash­ion fea­tured high on their lust list. As fash­ion and love col­lided, they came to­gether to form brand Mis­soni.

Sev­eral decades later, the love af­fair be­tween fash­ion and sport has mor­phed into a full- blown re­la­tion­ship, com­plete with whims, tantrums and dou­ble­s­peak. So if you thought the Olympics was a sport­ing spec­ta­cle that purely played it­self out on the track and field, think again. The 2012 Lon­don Games show­cases fash­ion like never be­fore. No longer are ath­letes sat­is­fied with de­sign­ing their own out­fits, as Florence Grif­fith- Joyner once did to a stunned re­cep­tion. To­day, brands are a must on the tracks. Af­ter all, noth­ing screams pa­tri­o­tism louder than a de­signer la­bel. Wear your sup­port, and get ready to wit­ness what Gior­gio Ar­mani de­scribes as “the most fash­ion­able Games ever”.

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