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Tokyo Olympics: which fashion brands are going for gold? Ben Sherman, Ralph Lauren and Lacoste are among the fashion brands hoping to benefit from added exposure and a boost in sales from this year s Tokyo Olympic and Paralympic Games. If fashion retailers and brands needed a boost for what has been – at best – the toughest trading climate in more than a decade, then this summer’s Olympic and Paralympic Games in Tokyo could be just the ticket. The sporting event, which starts today (Friday 23 July), will be broadcast to an international audience of more than 5 billion people across TV and digital live streaming services, predicts the International Olympic Committee. It provides a golden opportunity for fashion brands as all eyes will be on the athletes – and the clothes they are wearing – at the opening and closing ceremonies, and as they enter the arena to compete in their sport.

United statesUnited kingdomEl salvadorHudson bayTelfar clemensGalal yafaiNeil saundersRalph laurenKim kardashianBrandy saxtonDavid laurenTeam united statesTeam canadaCanadian departmentInternational olympic committeeRalph lauren corporation