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Source: Fashion Magazine
Summary
Fashion brand collaborates with the Winter Games, showcasing high-performance designs and an adaptive project for para-athletes. The collection features innovative technology and materials. The brand partnered with the organizing committee as a premium partner.
Our Reading
The trend returns with a new name.
The brand’s Winter Games showcase features designs that resemble high-tech athletic wear from the 90s. The adaptive project for para-athletes is a rebranding of accessibility initiatives from the early 2000s.
The collection’s emphasis on innovative technology and materials feels like a rehashing of previous “game-changing” fashion moments. The partnership with the organizing committee is a classic move for brands seeking to associate themselves with prestige.
The adaptive project’s focus on para-athletes is a welcome step forward in diversity and inclusion, but it’s a move that’s been done before by other brands.
The whole affair feels like a well-timed marketing ploy, rather than a genuine effort to push the boundaries of fashion and sports.
Original Observation: It’s not the technology that’s new, it’s the name game.
