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By Rachel LeeAhead of the 2012 London Olympics, Korean fashion workers have exerted great efforts to make the athletes stand out from the rest.
While enormous Teams GB and USA will be wearing Stella McCartney and Ralph Lauren-designed uniforms, athletes from this small Asian country will be decked out by local fashion house Bean Pole.
The Korean Olympic Committee has sponsored the outfits made by Bean Pole, managed by Samsung’s Cheil Industries. The brand, established in 1989, was deemed to have what was needed for the London Games. It has long sought inspiration from the fashion capital that reinterprets its tradition and culture from a modern viewpoint. Its concept “heritage meets British contemporary sense” also indicates that the brand has a better understanding of the city.
The national team's official kit was unveiled on July 10 and has since been selected as one of the best-looking outfits by Time magazine. It is listed in the top with France, the United Kingdom, Italy, Germany and New Zealand. The worst ones were surprisingly those of the United States, Australia, Russia, China and Spain.
The American weekly publication stated on July 13: “These sailor-inspired suits are some of the most sophisticated uniforms we’ve seen. The blazer has a nice cut, giving athletes some actual shape, and the red scarves are a nice accent.”
According to a statement released by Bean Pole, the design, under the concept of “Honoring the 1948 (Olympics),” aims to recall the first Olympics in which Korea participated under its own flag after liberation from the 1910-45 Japanese colonial rule. The design team reinterpreted the look of the uniforms from the 1948 Summer Games, which was registered as a cultural property early this year, with a modern touch.
The mix of navy double-breasted jackets and gray pants worn in 1948 is replaced by white trousers with white buttons added to the jacket, more appropriate for the summer heat.
The basic colors selected are white, red and navy, all of which symbolize the national flag of Korea, the “Taegeukgi.” The three colors are used in the jacket collars as well as fashion accessories including ties and scarves. In addition, a traditional British feel was added on top of the design; a combination of a navy blazer, oxford shirts and no-tuck pants.
For male athletes, traditional navy blazers are matched with a blue shirt and white no-tuck pants with the three-color patterned ties. Female competitors’ dress is less formal, with striped T-shirts instead of shirts. Other matching accessories include white fedoras with knot details, colorful argyle socks, white oxford shoes, red handkerchiefs, colored woven belts, clutches and messenger bags. The most striking and meaningful feature of the uniform is the supportive messages that Korean fans have sent to the national team, emblazoned around the lining of the jacket.
For all of this one’s current success, the uniforms of the past show a different picture.
Even those kits worn in as recently as the 2008 Beijing Olympics and the 2004 Athens Games clearly lacked sophistication.
The past two uniforms were by Korean sportswear brand Feurza, which was an official sponsor of the Korean Olympic Committee. Established in 1991, the brand has supported various sporting committees over the past 15 years including the Korea Gymnastic Association and the Korea Joku Association.
The official uniform in 2008 was a co-ordination of white jackets made of hemp, sky-blue shirts, navy pants and white ties. The overall design focused more on practicality and functionality than reflecting fashion trends. Both male and female athletes wore the same outfits for the opening and closing ceremonies.
The athletes competing at the 2004 games wore brightly-colored garments. The men were clad in blue jackets, white shirts, and white trousers with multi-colored ties whereas female participants wore the same except for red jackets and white skirts.
That this year’s uniform has been chosen as one of the best shows the nation has realized the importance of elevating its culture, which has become more fashion conscious. Korea has positioned itself as one of the biggest, fastest growing and culturally-rich countries in the world.
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