The English designer has turned her experience collaborating with sportswear label Adidas into the official kit for the British athletes competing in the Olympics this year. The Adidas-produced and sponsored kit has been adapted for 26 different Olympic sports.
Speaking at the event, which showcased a large sepia-toned Union Jack print on the stage, McCartney said she wanted to soften the iconic English moniker. "Something that was very important to me was to try and use that very iconic image but to dismantle it and try to soften it, break it down and make it more fashionable in a sense."
Several Team GB athletes posing in the updated kit, designed by McCartney
Speaking about colour choices and combinations, she continued "talking to the athletes, something that came across early on was that they want to feel like that are a team and they want to look like they are a team and there is such power in that".
The kit took over two years to plan, design and produce and one of the key viewpoints of the 40-year-old designer was that "you shouldn't have to sacrifice style for sport".
The different types of athlete kit on display during the official unveiling
"You have to make the athletes feel like they are in the height of their performance. That they are wearing technical gear that is absolutely going to shave off the tiniest part of a second" she said. It's believed the Adidas red running shoes provided to some of the athletes will be 25% lighter than those used in Beijing at the previous Olympics.
McCartney poses with Phillips Idowu and Jessica Ennis at the unveiling
Triple jumper Phillips Idowu said "I love what Stella has done with the design. Looking good is psychologically important but my sprint suit is also technically advanced". He then added "all eyes will be watching London 2012 so every little detail matters".
Six official kits will be made available to the public during the summer, which include basketball, atheletics, swimming, football, cycling and tennis.
