Movement into protagonist "sports" is the selling point of fashion

Every summer, the sport is the absolute protagonist. This year, because of hosting the Olympic Games, London has evolved into a full-scale entertainment. Those who do not like sports will inevitably not find star athletes who are fashionable like Hollywood players on television and on the Internet. British Olympic team players wear sportswear designed by Stella McCartney, American athletes wear Ralph Lauren, Italian athletes are Giorgio Armani’s EA7 Emporio Armani series, the Italian sailing team wears Prada, the French equestrian team certainly chooses Hermes, the Japanese team's uniform is designed by Kosuke Kosaka, and the Australian team's uniform is from the country's design rookie Daniel Bracken.

Well-known designer sportswear is extraordinary, such as the British national team uniform designed by Stella McCartney. Her design is based on red, white and blue, and at first glance, her inspiration comes from the word flag. The elements of the British flag have been used much more. McCartney's designs are slightly different from the national flag in red and blue. The difference avoids clichés. This is where the talent and role of designers are reflected. Three years ago I had interviewed British fashion designer Kevin Tallon. He said: "With fashionable and tech-sportswear, ordinary viewers do not have to be proficient in sports skills and can enjoy the vitality of sports."

Kevin Tallon graduated from the St Martin's College of Art in London and is currently the project manager of the Design Laboratory at the University of the Arts London. He and his team did product development and design for the famous Italian sportswear brand Robe Di Kappa. He said to me: "Today, most ordinary people wear sportswear not to run a marathon, but to relax and relax. Fashion and sportswear The line between the more and more blurred, so that sometimes a sportswear does not know whether to judge it from the functional or aesthetic."

Outside the sports field, the mutual penetration and influence of the two fields of sports and fashion have been long-standing. Pocket-shaped sportswear absorbs the aesthetics of fashion. Fashion fits the functionality of sportswear, such as the elastic band that sportswear loves most. It was Coco Chanel who first linked the two. Miss Cocoa likes the outdoor life of Riviera in the south of France. For more convenience, in the 1920s, she creatively designed two-piece sports style garments with knitted fabrics. She was extremely comfortable and liberated the body of females. The social significance. Chanel has also become one of the first high-end brands to develop a sports series. By the 1990s, fashion brands really realized the importance of sports. The first was Giorgio Armani. In 1994, he designed costumes for the Italian national team to the United States to participate in the World Cup. He uncovered the earliest star model David James, designed the Premier League Newcastle and Chelsea club uniforms, and used football in the whole team. The world opened up the market. At this time, almost every high-end fashion brand has launched a sports line. “Why is more and more fashion brands entering the sports field? Because today’s urban people have a fast pace of life, although the concept of health is deeply rooted in people’s minds, they cannot guarantee that they will exercise every day. But he also hopes to look dynamic. Afterwards, he will feel that he is both energetic and influx,” Tallon said.

Thanks to Armani, many famous designers began to design pure sportswear. Most of them cooperated with pure sports brands, such as Dirk Bikkembergs, one of Antwerp's six gentlemen, and Yup Bao, Kawakubo and Speedo. One of the most commercially successful is Stella McCartney. McCartney is very puzzled why pure sportswear always appears to be "junk"? Are they not the result of designers starting brain cells? She criticized and said: "The silhouette is ugly, the color is disgusting. Can such a sportswear make you run faster?" She introduced adidas sportswear for fashion models, which is really pleasing. This time she designed the British national team uniform and still chose to cooperate with Adidas.