The athletes parade during London 2012 Olympics opening ceremony might as well have been a catwalk show, with some of fashion's biggest companies - Armani, Prada, Ralph Lauren, Stella McCartney.
Many in the fashion industry are already calling this the most stylish Olympics.
Britain's home team covered pup in white and gold tracksuits. McCartney's gear takes inspiration from the iconic Union flag, but she said she deconstructed it to make it "more delicate and feminine."
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Ralph lauren has worked the American team; clean-cut navy blazers, crisp white trousers, skirts, and shoes, accessorized with navy berets and blue, red white stripe d scarves.
Other designers behind the Olympics the year include luxury label Hermes, white has designed riding jackets for the French equestrian team, and Salvatore Ferragamo, which designed the official uniform for the tiny European republic of San Marino.