If there were an Olympic medal for retail (and why not, given the ever-burgeoning sponsorship opportunities?) Stella McCartney would win the first one by a mile.
British athletes, triple jumper Phillips Idowu (L) and heptathlete Jessica Ennis (R) pose with designer Stella McCartney (C) as they unveil the new British Olympic Team GB kit. Getty Images
While the rest of London is complaining about queues at the airport, queues for the tube, and queues for queues, the “Creative Director” of Team GB’s kit is leveraging her moment in the athletic sun far beyond her competitors. Indeed, I’d venture to say a new record has been set that will be a benchmark for years to come.
The London 2012 Olympics may not start until July, but Stella McCartney’s personal marathon begins in February. The designer, who is creating the uniforms for Team GB, has agreed to return to London Fashion Week for a one-off extravaganza on February 18. This follows a pre-collection presentation in NY in January and a perfume launch, and precedes her usual autumn/winter collection show in Paris. Expect drumrolls of pre-publicity, fights for tickets, clogged thoroughfares — expect, in other words, an effective dry run for the Olympics proper. Especially when it comes to competition.