Team Romania Olympic Costumes
Team Romania’s new emblem, made wearable — and worn down the Seine at the Paris 2024 opening ceremony.
For the Paris 2024 Olympic Games, the Romanian Olympic and Sports Committee asked Brandient to carry the newly created Team Romania emblem onto the most visible stage of all: what the athletes wear as they walk into the opening ceremony.
It was an unprecedented moment. The International Olympic Committee had just agreed that the new Team Romania commercial emblem could appear alongside the Olympic rings — and the parade outfits would be one of its first public expressions. Romania had almost always paraded in standard sportswear; a considered, designer-made outfit was a deliberate step up.
Brandient’s principle was that the Team Romania emblem should be a structural part of each garment, not a badge added at the end — the essence of belonging rather than mere marking. Brandient selected the fashion designer, briefed and stewarded him, and worked alongside him throughout — liaison, presentations, the constant back-and-forth a project like this demands — and supervised how the identity was implemented on every piece: the emblem carried as woven detail and gold embroidery, and, most distinctively, as the gold metal zip-pulls that made the mark the clothing’s functional hardware.
The collection itself — "Joie de vivre," a yellow-and-navy palette of optimism, manufactured in Romania — was the work of the fashion designer, in a second Olympic collaboration with the committee after London 2012; its pieces let athletes choose what to wear, so the team read as one while each stayed an individual. Brandient also designed the team’s parade flags and shaped the public launch of the new look ahead of the Games.
None of it would have reached the Seine without Dedeman: the retailer’s sponsorship made the whole project possible — and with it, Team Romania’s dignified, custom-dressed presence at the Paris Games, in place of off-the-shelf kit.
On 26 July 2024 the Romanian delegation sailed down the Seine at the first open-air Olympic opening ceremony, flag-bearers Ionela and Marius Cozmiuc leading the team out in front of the world — the new Team Romania, head to toe.
Client:
Romanian Olympic and Sports Committee
Industry:
National Identity Programs · Sports, Media and Entertainment
Project type:
Brand Consultancy Specific Solutions
Date:
2023–2024
Services:
Brand Positioning · Brand Name, Narratives and Voice · Logo and Visual Identity Program · Communication Design
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