Indian menswear brand Tasva is partnering with the Indian Olympic Association (IOA) as the ‘Official Ceremonial Dress Partner’ for Indian team at the Paris Olympics 2024.
Tasva is collaboration between Aditya Birla Fashion and Retail Ltd. (ABFRL) and celebrated fashion designer Tarun Tahiliani.
“This partnership is a milestone in the fashion and sports industries, bringing together the elegance and heritage of Indian fashion with the spirit of global athleticism,” ABFRL said in a press release.
As the ‘Official Ceremonial Dress Partner’, Tasva will design and provide ceremonial attire for the Indian team, by blending traditional aesthetics with contemporary flair.
“The aim is to create a look that represents our cultural heritage, incorporates the colours of the Indian flag, and, most importantly, embodies a new, dynamic, agile, and youthful India,” Tarun Tahiliani said.
“We want athletes to feel comfortable yet look formal, with tailored shapes that make them confident as they set out to represent our vibrant country,” he added.
“We are honoured to be the ‘Official Ceremonial Dress Partner’ for the Indian team at the Paris Olympics 2024.” Ashish Mukul, Brand Head at Tasva also said.
“At Tasva, we believe in celebrating the spirit of India, and this partnership allows us to showcase our rich heritage and contemporary style,” Mukul too added.
“We are confident that this collaboration will add a new dimension to the Olympic experience for our team,” T. Usha, President, Indian Olympic Association stated.
“The elegant designs and commitment to excellence that Tasva embodies will ensure that our athletes not only perform at their best but also represent India with pride and style,” Usha informed.
This partnership will elevate the presence of Indian fashion on a global platform, celebrating the convergence of style, tradition, and sportsmanship.
The Indian contingent’s ceremonial attire for the Paris Olympics 2024 will be a blend of sophistication, cultural pride, and contemporary design, giving out a powerful statement on the world stage.
