The 10 brands that have defined the Olympic aesthetics From EA7 to Louboutin, up to the rework of traditions by KITH

The Olympics are made up of victories, medals, tears, great stories, but also moments of fashion branding that exploits to make use of the global visibility that only the Olympic Games can generate - in the last four summer editions, the total average television audience is close to four billion viewers. The opening ceremony is in some ways the biggest fashion show of the year, with the delight of 14,000 athletes parading through the stadium that hosts the opening night. In those long evenings the different aesthetics of the Olympics have been defined over the years, with the formal partners who are called to define the style of an entire country. There are those who dare, those who choose tradition and those who rely on great designers to make a good impression on the most important sports stage in the world. The Tokyo Olympic Stadium ceremony (Friday at 13.00 Italian time) will be the first behind closed doors - with 68,000 seats that will remain almost completely empty - but it remains one of the most anticipated moments of this controversial Olympics. There are many brands that have contributed to making the Olympic aesthetic unique, but some have stood out more than others. 

EA7 x Italy

Third appearance on the list for Team USA which is preparing to be the coolest nation of the Olympics. The bonus track is dedicated to KITH who reworked items from the 80s and 90s, renewing them with the usual unmistakable touch of Ronnie Fieg. The simplicity of an era that does not seem so distant on an aesthetic level brought back on the crest of the wave, enhancing the design. stars and stripes that characterizes a team that in the last four editions has brought home the beauty of 439 medals.