On 7 February, the athletes of the 88 nations competing in the 2014 Winter Olympic Games in Sochi, Russia paraded into Fisht Olympic Stadium. As an American, I felt unexpectedly proud as I watched Team USA, led by flag bearer Todd Lodwick, march into the stadium in their red, white, and blue patchwork uniforms, designed and made in America by heritage brand Ralph Lauren. In this singular event, prior to the start of the actual competitions, the patriotically clad bodies of the American Olympic athletes united ideas of sport and fashion and became a symbol of national identity.
Dress historian Christopher Breward has argued that many connections exist between the spectacle of sporting and sartorial performance, and they became especially apparent on the bodies of America’s Olympians during the Parade of Nations. Through these bodies, physically fit and dressed to match the familiar colours of the American flag, Team USA presented itself as a national symbol that embodied athletic strength and foreshadowed the country’s victory in the Games. This display of fashion and athletic prowess was partially directed towards their international peers and competitors. However, Olympians also aimed to inspire feelings of pride and admiration from eager American fans across the globe. These shared emotions of, what Breward described as ‘anticipation and excitement’ are characteristic of both fashion and sport, and, when presented together in this event, evoked nationalist sentiment among American viewers.
The athletes’ patchwork roll-neck cardigans, emblazoned with the stars and stripes, the Olympic rings, and the iconic Polo Ralph Lauren logo, seemed both luxurious and comfortable, classic and modern. This sportswear aesthetic, according to Rebecca Arnold, is an ‘identifiably American form of dressing.’ Known for his fashionable yet active designs, Ralph Lauren has become an icon of America’s sportswear heritage, his clothing and logo were thus fitting choices for the Olympic Opening Ceremony uniforms. Celebrating modernity, glamour, and the ‘heroic, rationalized body,’ Team USA successfully combined sport and fashion to become a symbol of American national identity.
Arnold, R. (2009) The American Look: Fashion, Sportswear, and the Image of Women in 1930s and 1940s New York, New York: I.B. Tauris & Co Ltd.
Breward, C. (2008) ‘Pure Gesture: Reflections on the Histories of Sport and Fashion’, in Breward, C. (ed.) Fashion v Sport, London: V&A Publishing.