Ben Sherman, a contemporary British style contributor, is the official ceremonial dress partner of the British Delegation to the Paris 2024 Olympic Games. This is the third consecutive time that Ben Sherman has created the opening and closing ceremonial looks for the British Olympic Delegation at the Olympic Games.BranDNA (He Hongguang) Brand Management Company is Marquee Group’s strategic partner in China, and develops the Ben Sherman brand through licensing cooperation.
Rachel Terrace, Chief Brand Officer of Ben Sherman from Marquee Group, said, “We are honored to continue to work with the British Delegation and to be able to connect with our community during this historic event. The design of the Ben Sherman clothing worn by the athletes as they take to this world stage is rooted in the brand’s British heritage. ”
Tim Ellerton, Commercial Director of the British Olympic Delegation, said, “The Opening and Closing Ceremony costumes were created over a two-year period in close collaboration between Ben Sherman, some of the British Delegation athletes and us. The final result of the collection of costumes is a bright, fresh style that pays homage to tradition but is also contemporary and fun and exciting.”
Inspired by Britain’s rich cultural heritage, the ceremonial attire was designed to promote unity and express pride. Prominent design elements on the dress collection are floral motifs representing the four constituent parts of the UK – the English rose, the Scottish thistle, the Welsh daffodil, and the North Ayr clover – paying homage to the identity and history of the four constituent parts.
The Opening Ceremony attire consisted of aviator jackets embroidered with the iconic floral motif on the back; paired with them were open-collar polo shirts made from an organic cotton blend with a geometric red and blue pattern derived from the British flag motif. The pants are oxfords with a Union Jack waistband. The ensemble also includes an embellished belt, soft suede Louboutins and Happy Socks co-branded socks.
The Closing Ceremony outfit includes the signature floral print shirt with Oxford shorts, decorative belt, suede Louboutins and Happy Socks co-branded Closing Ceremony socks.
British delegation athletes Lola Tambling (skateboarding), Jacob Peters (swimming),
Desiree Henry (Athletics), Kye Whyte (BMX Racing).
In conjunction with the launch of the Delegation’s ceremonial apparel, Benschmann has launched a related retail collection. The retail collection is inspired by the official delegation apparel. The collection is available on the Benschelman website www.bensherman.com and the British Olympic Delegation website www.teamGB.com.
The Benschelman X Happy Socks co-branded collection embodies the essence of both brands –
Inspiring authentic self-expression through color, pattern and cultural influences
In addition to Ben Sherman, other fashion and lifestyle brands managed by BranDNA include Marquee Group fashion brand BCBGMAXAZRIA, watersports brand Body Glove, premium denim brand 7 For All Mankind, skincare brand Borghese, and the British Olympic team’s website. Borghese, luggage brands Porsche Design and Bric’s, as well as Japanese fashion brands United Arrows, Yohji Yamamoto and Pink House.
BranDNA is looking forward to working with more licensee partners to achieve rapid commercial development of the brand.
About Ben Sherman
Ben Sherman is a legend, always looking for something new and better. His flair for design soon led him to designing shirts and launching a fashion line in 1963. Over the decades, the iconic Ben Sherman shirt and brand have been recognized by virtually every seminal youth culture and style movement, revered by fashion leaders and worn regularly. Today, Binschmann remains a leader in modern British style.
About BranDNA
BranDNA He Hongguang (Technology) Shanghai Co., Ltd. facilitate the entry of international fashion and skincare brands into China by providing full management capabilities including online and offline retail, wholesale, product development, merchandising, marketing and communications, human resources, and complete back office support. As a platform for fashion and lifestyle brands with a network of potential licensees, online and offline distributors, owners, and third-party service providers with proven success, BranDNA offers a one-stop solution for brands looking to enter the Chinese and Southeast Asian markets.
