[Interview] Meet Musinsa Standard, the designers behind the uniforms of the Korean national team for the 2024 Paris Summer Olympics
2024-08-09The greatest athletes of the world gathered in the fashion capital of the world, Paris, to showcase their best game in not just sports but fashion as well. The 2024 Summer Paris Olympics proved that athletes could win prestigious medals for their nations while serving iconic fashion looks with their meticulously crafted attires. Designers all over the world stepped up to create uniforms that are both practical and elegant for the teams representing their nation at this historical event through fashion. Fashion was many things. From using the latest technologies or sustainable fabrics to drawing inspiration from centuries-old traditions, each country's uniform reflected their nation’s presence and unique cultural narrative.
With the Paris 2024 Olympic Games drawing to a close, the world has not only witnessed breathtaking athletic feats but also a dazzling display of fashion. Team Korea’s uniforms for the Paris 2024 Olympic Games’ opening and closing ceremony captured the world’s attention with their blend of tradition and modernity. The Korean national team has stood out on the global stage, not just for their athletic prowess but for the elegance and symbolism woven into their uniforms, capturing global attention for their formal yet dynamic ensemble that mirrors the spirit of both the athletes and the nation they represent. Designed by Musinsa Standard, these uniforms, embodying the innovative spirit and cultural depth of Korea, were ranked among the top 10 best opening ceremony uniforms by the International Olympic Committee (IOC).
Musinsa Standard is a modern basic casual wear brand launched by Korea's fashion platform, Musinsa, in 2017. Known for offering high-quality products at reasonable prices, Musinsa Standard proposes a "New Basic" style that reflects the latest trends in Korea, offering a wide range of fashion items, including basics like T-shirts, denim, and slacks, as well as more sophisticated pieces such as blazers, coats, and padded jackets. Musinsa Standard has diversified its portfolio to include clothing lines like Musinsa Standard Kids, Sports and Women, catering to various customer needs. Since 2021, Musinsa Standard has expanded from its online base into the offline market, opening stores in key areas such as Hongdae, Myeongdong, and Seongsu in Seoul, as well as in major department stores like Hyundai Department Store in Jungdong, Starfield Suwon and Lotte Department Store in Centum City. As of the first half of 2024, approximately 4.3 million customers have visited Musinsa Standard’s offline stores.
Watching the Korean team’s uniform at the opening ceremony on my TV screen and researching the design process left me truly impressed. The blend of tradition and contemporary style in Musinsa Standard’s creations sparked my desire to explore the inspiration and intricacies behind these remarkable uniforms. As anticipation builds for the grand finale of the event on August 11, we delve into the creative journey of Musinsa Standard, the visionary behind the Korean team's striking uniforms, exploring the design process, the inspiration drawn from Korea's rich cultural heritage, and the innovative approach that brought these iconic outfits to life.
Below are excerpts from an email interview with Musinsa Standard from July 30 to August 6, 2024.
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- How did the collaboration between Musinsa Standard and the Korean Olympic Committee come about for the Paris Summer Olympics uniform? What was the initial brief shared with your team?
Musinsa Standard entered into a partnership agreement with the Korea Sports & Olympic Committee (KSOC) in 2023 to create the opening and closing ceremony uniforms for the Korean national team participating in the 2023 Hangzhou Asian Games and the 2024 Paris Olympics. The KSOC expressed a strong desire to infuse young and vibrant energy into the national team's uniforms, and Musinsa Standard, aware of the significant responsibility of creating clothing representing the nation, decided to participate after careful consideration. The main point shared in discussion with the Korean Sport & Olympic Committee during the process of creating the uniforms for the Paris Olympics was to make a formal attire. Considering that the uniform made by the company a year ago, for the 2023 Asian Games, was a casual style denim set-up, there was a high interest in a more formal style for the Olympics, the world's largest event.
2. What was the concept and vision behind Musinsa Standard’s design for the Korean national team’s uniforms for the 2024 Paris Olympics? Could you elaborate on the key elements and symbols incorporated into the design to represent Korea?
For the uniforms presented at the 2023 Asian Games, we used the concept of 'Baekui Minjok (white-clad people)', incorporating the colour white. For this Olympics, we wanted to experiment with colours more extensively. Considering that most citizens and viewers worldwide will see the athletes through TV broadcasts, we aimed to create a colour scheme that would stand out even on TV screens.In line with the Korean Sports Council's needs for a formal setup style uniform, we focused on introducing detailed and distinctive elements to showcase Musinsa Standard's unique design capabilities.In terms of colour, we conducted in-depth research and analysis on traditional Korean colours to present Korean elements comfortably. In this process, we found the blue colour spectrum to carry significant messages and meanings, such as progressiveness, youth, dynamism, and vitality. These keywords align well with the spirit of the athletes participating in the Olympics, leading us to choose 'Byeokcheong' (a traditional blue colour).
3.Considering the hot summer climate in Paris, how did Musinsa Standard choose and develop the materials for these uniforms? What key factors were incorporated to ensure comfort, style and functionality for the athletes?
From a perspective of functionality, the blazer and slacks, which are part of the set-up, were both made from summer wool material that ensures breathability.In addition, considering that the opening and closing ceremonies are held in an extravagant and dynamic manner, flexible materials were used to ensure mobility for the athletes.The Ash grey T-shirt inside the blazer features "Cool Standard," Musinsa Standard's summer functional clothing line. Cool Standard uses highly breathable functional yarns that provide a cool sensation when in contact with the skin and has a cooling touch function. It also has a "moisture-absorbing and quick-drying" feature that quickly absorbs and dries sweat fast.
4.The uniform design incorporates the reinterpretation of traditional Korean elements. Can you elaborate on the cultural significance and inspiration behind choosing these elements? How did you balance both traditional and modern elements to create a design that is both innovative and respectful of Korean heritage?
During the design process, we studied traditional attire and were particularly impressed by the "gakdae" (a traditional Korean ceremonial belt) used in the Joseon Dynasty. As a result, we created a belt reinterpreting the gakdae and incorporated it into the blazer, completing the belted suit set-up. While a standard blazer set-up can appear somewhat plain and ordinary in terms of fit and silhouette, adding the belt accentuates the stylishness of the outfit. Initially, after selecting Byeokcheong as the colour, during the discussion process, we were naturally reminded of the ‘Cheonghwa Baekja’ ( Joseon blue-and-white porcelain) that embodied the colour well.We incorporated the beautiful patterns of blue-and-white porcelain into the blazer's lining so that the athletes could once again re-engrave and experience Korea's traditional beauty while wearing their uniforms.
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5. In addition to the blazer and slacks, the uniform includes white sneakers, a silver pendant necklace with the Taegeuk symbol, and the 'Team Korea' logo engraved on various items. What was the thought process behind these additional elements, and how do they contribute to the overall design?
From an external perspective, the uniform is a key element in forming the first impression of national team athletes. On the other hand, it is necessary for the uniform to convey a symbolic message when athletes see or wear it themselves. Therefore, we decided to engrave the ‘Team Korea’ logo on the blazer collar, T-shirt, slacks lining, and shoes to boost the athletes' pride as representatives of the nation.
6. Could you walk us through the design process of these uniforms, from brainstorming to the final product? What were some of the key challenges you faced while designing the uniforms, and how did you overcome them?
The production of this Olympic uniform was a long-term project that took over six months from the initial discussions to design and production. Even before we officially started the design work, we conducted meetings from various angles to brainstorm ideas. The first major task was selecting the colour, followed by discussions on the overall style concept and details.
One of the main challenges during the preparation process was the sizing measurement (채촌) for the athletes who would be wearing the uniforms, which proved to be quite complicated and difficult. Since the national team athletes have more muscle mass compared to the general population, the uniforms needed to be tailored individually rather than following standard ready-to-wear sizes. Moreover, due to the differences in the athletes’ body types depending on the characteristics of a specific sport, our team spent three days in the athletes' village measuring the sizes of all the athletes.
7. As designers, what has been the most rewarding aspect of working on this project for the Korean national team?
It is both rewarding and gratifying to have Musinsa Standard chosen as the brand to produce the official uniforms for the national team and to have received such a great opportunity. We feel proud and honoured to have been given such a great opportunity.
8. What was the reaction of the players and the public about the uniforms?
Most of the young athletes in their teens and twenties liked and were satisfied with the uniform. They particularly appreciated the bright colour and the stylishness added by the belt. As for the public, we believe there are various opinions, which suggests that there is no definitive answer for what a national team uniform should be. However, we held a special exhibition of the actual uniforms at four offline stores in Seongsu, Myeong-dong, Starfield Suwon, and Lotte Department Store Centum City starting on July 19th, a week before the Olympic opening ceremony. Those who saw the uniforms in person generally praised the vibrant colours and design, took a lot of commemorative photos, and reacted positively.
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9. Are there any upcoming projects or collaborations that Musinsa Standard is looking forward to?
Currently, there are no specific projects or collaborations that are being prepared after the production of the Olympic uniforms.Around the same time as the uniform production, we collaborated with the Seoul Metropolitan Government to create fashion items such as T-shirts and ball caps that feature the city's slogan brand, ‘Seoul My Soul.’
10. In the context of the global trend toward sustainability and innovation in fashion, how is Musinsa Standard adjusting or planning its practices for future projects?
Musinsa Standard is also introducing eco-friendly products to support sustainability. Notably, we operate a separate line called 'Musinsa Standard Green,' which uses 'Regen' yarn made by Hyosung, a domestic company specialising in eco-friendly yarn produced from waste PET bottles. Currently, the Musinsa Standard Green line offers a variety of eco-friendly products, including T-shirts, denim, slacks, sweatshirts, and jackets.
11. Lastly, what message would you like to convey to the Korean national team’s athletes participating in the Olympics?
We designed the uniform with the sincere hope that the Korean national team would stand out more beautifully and impressively compared to athletes from other countries on the world stage, the Olympics. We hope that all the athletes wearing the uniforms achieve great results, as much as they have worked and trained hard, and return safely.
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