Forget Brad Pitt’s Burberry or A$AP Rocky’s Bottega Veneta; the real menswear winner of summer 2024 might just be Team Mongolia’s Olympic uniform. As the anticipation builds for the Paris 2024 Olympics, it’s not just the athletes’ prowess that’s capturing attention, but their strikingly stylish opening ceremony attire. Designed by the Mongolian fashion label Michel & Amazonka, these uniforms have garnered unexpected viral fame, winning over even the notoriously critical corners of Fashion Twitter.
Crafted by sisters behind Michel & Amazonka, a design house already renowned for creating uniforms for Mongolian Airlines and previous Olympic teams (Tokyo 2020 and Beijing 2022), this year’s design has hit a global nerve. “We are still in a state of shock,” admits Batbaatar Munkhbaya, director and general manager of Michel & Amazonka, in a Zoom interview from their Ulaanbaatar workshop. Amazonka Chougala, one half of the designer duo, joins her, surrounded by racks of the new uniforms, their golden embroidery catching the light.
The unexpected viral success of the Mongolian Olympic Uniform prompts questions about its design and inspiration. GQ delved into the details with Munkhbaya to uncover the blend of tradition and modernity woven into these much-admired garments.
Drawing Inspiration from Mongolian Tradition
When asked about the creative spark, Munkhbaya points to the heart of Mongolian culture: the Naadam Festival. “Our inspiration is from the Naadam,” she explains. “Naadam is like our Olympics.” This grand festival, held every July in Mongolia, is a spectacle of traditional sports and vibrant national dress. The ceremonial attire worn during Naadam served as the foundational inspiration, albeit refined for the international stage. “You can see similar designs everywhere in Mongolia. It’s very colourful, and the one that we made for the Olympics is more toned down. It’s a little bit fancier with the embroidery. But it’s traditional clothing.” This grounding in national heritage is key to the uniform’s unique appeal.
A Palette Suited for Paris Summer
The choice of a neutral color palette—primarily white and gray accented with gold—was a deliberate decision influenced by the Olympic host city itself. “Well, we like going to Paris. It’s the capital of fashion,” Munkhbaya states, highlighting the city’s style influence. Practicality also played a role: “We considered the hotter weather there, so we chose light colors… Darker colors wouldn’t suit the hot summer of Paris.” Furthermore, inspiration was drawn from the Paris 2024 Olympics torch, noted for its neutral tones of gold and silver, creating a harmonious visual link between the host nation and the participating team’s attire.
Symbolism Woven in Gold
The gold embroidery is a standout feature, rich with cultural meaning. It incorporates elements of nature and national pride, including fish and mountains. Munkhbaya elaborates on the vest’s intricate design: “I don’t know if you can see the embroidery but this [motions to the top half of the vest] is called the ‘Nine White Banner’.” This banner, a significant symbol, marks the commencement of the Naadam Festival, representing new beginnings. The Olympic logo is also subtly integrated. The mountains embroidered on the lower half symbolize “hard work and perseverance,” akin to mountaineers striving for the summit of Everest. The choice of gold thread itself is aspirational, wishing “gold medals” for the Mongolian athletes.
In just three months, Michel & Amazonka successfully crafted uniforms that are not only aesthetically pleasing but also deeply resonant with Mongolian culture. Their creation has not only dressed a nation’s Olympic team but has also captured the imagination of the global fashion community, proving that thoughtful design, rooted in tradition, can achieve universal appeal. As Team Mongolia prepares for Paris 2024, their uniforms have already won gold in the style stakes.
