Alexa Fairchild Designed Belgium’s Olympic Uniforms for Paris 2024 – WWD


Come July, Belgium’s Olympic and Paralympic athletes can be carrying designs imagined by certainly one of their very own for the 2024 Summer time Video games in Paris.

The Belgian Olympic and Interfederal Committee has tapped dressage rider and designer Alexa Fairchild for the delegation’s outfits, which had been formally offered throughout a “Catwalk to Paris” occasion in Brussels late final week.

Fairchild turned concerned in designing outfits for the Olympics after gathering package for her participation within the Tokyo 2020 Video games, after Belgium’s last-minute choice for the equestrian occasion when one other workforce dropped out.

“I don’t have a lot of a filter,” confessed Fairchild, who can be the granddaughter of legendary WWD chairman and editorial director John B. Fairchild.

However somewhat than being offended when she “bluntly made a remark concerning the clothes” that was accessible on the final minute owing to her expertise with the household model, the BOIC invited her to submit a proposal in 2022, she recalled.

Belgian athletes showcase Fairchild's designs during the "Catwalk to Paris" event.

Belgian athletes showcase Fairchild’s designs through the “Catwalk to Paris” occasion.


Central to the gathering is the “Embrace” idea of entwined ribbons within the black, yellow and pink colours of the Belgian flag, impressed by its coat of arms and the nation’s “unity makes energy” motto.

“Belgium is sort of a divided nation, between folks that talk French and [those] that talk Dutch,” Fairchild mentioned. “I feel it was tremendous necessary to create a graphic the place we join the nation and actually carry the unity.”

The motif of arms embracing nods to celebrating triumphs but additionally consolation when experiencing defeat, whereas the ribbons are supposed to point out help, connection in addition to flexibility, velocity — and medals that may hopefully be positioned across the necks of the workforce subsequent summer season.

The BOIC’s advertising and marketing and communications director Dieter Reyntjens mentioned the Fairchild proposal stood out as a result of “it turned evident that the main target prolonged past merely creating an interesting design.”

“The Fairchilds approached the mission by exploring varied genuine and emotional views, weaving them right into a graphical illustration that might articulate a compelling narrative or rationale for the teamwear identification,” he continued.

Athletes who participated within the collection of the successful pitch “counseled the standard of every product, the meticulous materials choice, and the eye to element within the design course of,” which additionally took on board suggestions stemming from the Tokyo 2020 assortment, in accordance with Reyntjens.

Athletic model Peak Sport will manufacture the attire to be worn at base camp, whereas touring to Paris, within the Olympic village and at competitors venues, the homecoming in addition to the closing ceremony.

Though technical sportswear can be made by specialist producers, 2024 will “mark a historic second for Staff Belgium, as it’s the first time that our village put on design has been built-in into the technical put on of assorted federations,” Reyntjens mentioned.

For instance, the kayaking federation is incorporating the Embrace design on boats.

Actually, the one time Staff Belgium won’t be carrying Fairchild is for the Opening Ceremony in Paris on July 26, the place the delegation is anticipated to put on formalwear designed by Caroline Biss for girls and Café Costume for males, with different trend companions offering footwear and different wardrobe parts.

“Unity Makes Energy” is printed in French, Dutch and German, the three official languages of Belgium.

Lars Crommelinck/Courtesy of BOIC and Fairchild

The principal graphic created by Fairchild can be used within the Belgian quarters of the Olympic village and the Belgium home in Paris. 

For Alexa Fairchild, who remains to be within the midst of qualifying competitions, “probably the most unimaginable end result” can be a spot on Belgium’s dressage workforce, which can participate within the 2024 Video games.

“To be the designer of the clothes and compete for Staff Belgium can be the highest of the highest,” she mentioned.

After the Paris Olympic and Paralympic Video games, the athlete and designer can be diving into her subsequent problem: relaunching the model within the second half of 2024, beneath the mononym Fairchild.

“Despite the fact that the [collection] goes to start out with my story, I wished to actually incorporate the entire household as a result of I wouldn’t have the ability to do it on my own,” she mentioned, with the 10-strong model workforce together with her mom Erin and sister Natasha, who additionally signed the video presenting Embrace to the BOIC.

When it relaunches, the model will supply equestrian tailor-made sportswear meant to be worn whereas driving but additionally good-looking sufficient for town.


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