How did the 1980 Summer Olympics change Soviet fashion? (PHOTOS)

A look abroad

Although most Soviets were not free to travel abroad, world fashion trends were well known. Especially those that trended after massive international sporting events.

Athletes lived in the Olympic Village in the southwest of Moscow. And, of course, for the duration of the Olympics, it was the main hangout. And, of course, the outfits of all the Western athletes were adopted.

Fashionable Western clothes reached ordinary Soviet citizens via speculators. The latter exchanged jeans and jackets for black caviar and precious Soviet souvenirs made of natural stones and gems with tourists.

Sporty style to the masses

The fashion for sneakers came to the USSR after the World Festival of Youth and Students in 1957. And, after the 1980 Olympics, for jeans with lapels, corduroy pants and safari-style shirts and dresses. These were the fashion trends that were raging abroad in 1980. But, the main change in fashion was a revision of the attitude towards the ‘sports style’, in general.

Before the 1980 Olympics, tracksuits were only worn for sports. Leaving the house in sweatpants was not ‘comme il faut’. But, after it, the sports style became widespread in the USSR.

Outfits by Adidas

The 1980 Olympics gave its name to a jacket with front zipper. In the USSR, such a jacket with a stand-up collar became literally known as an ‘olimpika’ (derived from the word ‘Olympics’).

Previously, the Olympic uniforms had been designed by the fashion designers at the All-Union House of Models, but, for the Moscow Olympics, they were ordered from German company ‘Adidas’.

However, without any brand labels. The delivery of sports equipment from abroad was threatened by sanctions against the USSR, but they managed to bypass them.

Thanks to the Olympics, the Soviet Union launched the production of ‘Adidas’ sneakers under license.

The assortment in the 1980s was very modest, but to have “foreign” shoes, albeit Soviet-made, was still considered very prestigious. For many years, it was this company that won the hearts of the Soviet youth.

Logomania

Besides, items with the 1980 Olympics symbols became trendy: T-shirts, bags, even carpets.

Olympic volunteers had very recognizable windbreakers made of light fabric with ‘Mishka’, the Olympic bear mascot.

They were featured on TV and in newspapers and also contributed to the development of fashion.

The original windbreakers, by the way, turned out to be very durable. People wore them even after the collapse of the USSR.

Dear readers,

Our website and social media accounts are under threat of being restricted or banned, due to the current circumstances. So, to keep up with our latest content, simply do the following:

• Subscribe to our Telegram channel
• Subscribe to our weekly email newsletter
• Enable push notifications on our website
• Install a VPN service on your computer and/or phone to have access to our website, even if it is blocked in your country