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Brief Published: 10 Aug 2012

Sporting Fashion Design


London’s Design Museum is celebrating the Olympics with a timely exhibition that demonstrates the alliance between design, technology and sport, called Designed to Win.

Capitalising on the huge part fashion design has played in the Olympics, head curator Alex Newson looks at various aspects of sports design in the Olympics from Team GB’s two-man bobsleigh, to materials used in Paralympic wheelchairs.

Fashion designers are becoming increasingly interested in collaborating with sportswear brands for limited-edition collections. Hussein Chalayan for Puma as well as Stella McCartney for Adidas are key examples. And international ready-to-wear designers such as Ralph Lauren, Giorgio Armani, Prada, Hermes and Cedella Marley all contributed to their respective nations’ Olympic kits.

The exhibition also explores ways in which design has helped shape and progress the sporting world. For more in-depth coverage of this exhibition and other London sports and Olympics-themed shows, see our Sports & Performance exhibition report. 

Designed to Win at the Design Museum, London runs from July 27 to September 9 2012.