Yes, London 2012 Olympics is set to be the most stylish sporting event in history – with designers all over the country showing their support for their respective countries. Throughout the summer Team GB hopefuls have been spotted sporting the flashiest of fashion and beauty campaigns.
Stella kits from Stella McCartney were announced back in July 2010, and unveiled, in March of this year, in a succession of glossy ads featuring cyclist Victoria Pendleton, tennis player Andy Murray and paralympic sprinter Johnny Peacock, amongst others.
Coming fast up the rear -cyclist Sir Chris Hoy was announced as the face of Gillette in November 2011.
In January of this year, swimmer Kerri-Anne Payne was named as the face of Max Factor False Lash Effect Gold Mascara, and was shot by Rankin for the campaign.
And British Olympic and World Champion track cyclist Victoria Pendleton was announced as the new ambassador for Pantene Pro-V’s Smooth & Sleek range in later that month.
A hop, skip, and a jump behind was heptathlete Jessica Ennis was signed up to represent Olay Essentials in at the end of the month, appearing in television adverts to promote the brand.
Middle distance runner Emily Pidgeon was selected as one of the faces of Emporio Armani EA7’s The Sense of Being campaign for a line of active wear,in March 2012.
Synchronised swimmer Jenna Randall surfaced as the face of Braun’s Silk-épil Xpressive Pro Epilator in April 2012 as British athletics star Hannah England was announced as the face of Garnier Ambre Solaire’s official Team GB suncare products and Estee Lauder’s manufacturer, Clinique, revealed they would be providing skincare, make-up and sun protection for Team GB volleyball hopefuls Lucy Boulton and Denise Johns.
In May 2012, Next unveiled its formalwear designs for the Team GB Olympics and Paralympics athletes, which they’ll wear during formal occasions during the London 2012 Games. Unfortunately Next were the designers of behind the some-what chav-esque, white and gold trackies worn in the Olympic Ceremony. Nonetheless, swimmer Kerri-Anne Payne, fencer Laurence Halsted, synchronised swimmer Jenna Randall, nine-times Paralympic gold medallist for dressage, Lee Pearson CBE, BMX racer Shanaze Reade and Rower Andrew Triggs-Hodge MBE were amongst the Olympians to feature in their fashion campaigns.
And hot off the mark in June 2012, 10m platform diving star Tonia Couch teamed up with Urban Decay, whose waterproof make-up she will wear throughout training.
Proving fitness can be fashionable Team GB take gold for their garments.