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London looks: Fashion designers go for the gold

In a bid to boost global brand recognition, some big names in fashion are getting in on the Summer Olympics. Here’s a sneak peek at a few of the designer labels outfitting athletes for everything from the opening ceremonies to the medal presentations.

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Ralph Lauren

Members of Team USA will attend the opening and closing ceremonies in classic American sportswear by Ralph Lauren. ”We were greatly inspired by vintage pieces,” says David Lauren, an exec VP at his dad’s company. ”In red, white, and navy, the collection gives [the uniforms] a patriotic nod.” The fashion label’s iconic polo pony is emblazoned on both the blazers and the caps.


Italian athletes will receive a full mix-and-match wardrobe of EA7 Emporio Armani sportswear and formalwear designed by Giorgio Armani. (The sailing team, however, will wear Prada to compete.) The basic white and midnight blue palette is embellished with gold and silver team logos and lettering.

Puma by Cedella Marley

Jamaican track-and-field phenom Usain Bolt modeled the men’s uniform — mirroring the bold colors of the Caribbean nation’s flag — created by designer Cedella Marley, daughter of reggae legend Bob Marley, and PUMA. With names like the ”Buffalo Soldier” button-down and the ”Satisfy My Soul” jacket, many of the pieces in the collection pay tribute to her father’s musical legacy.