The Fashion Moments that Deserve a Gold Medal at the Olympics - and What This Means for Sports
The 2024 Summer Olympic Games in Paris marked a historic turning point for the representation of beauty, fashion, and self-expression in elite sports. From Simone Biles’ glittering eye make-up to Keely Hodgkinson’s patriotic nails, this year’s Games demonstrated that beauty and strength are not only complementary but integral to the athletes’ performances.
As someone in the fashion and beauty industry, I noticed how the focus in sports shifted from purely physical feats to also celebrating athletes' personal style and individuality, sparking new conversations around self-expression. Accessories, make-up, and close-up moments on the field suddenly held significant media value for brands that had previously struggled to align with sports. Traditionally, athletic events like the Olympics centred almost entirely on performance, but in Paris, brands once unrelated to sports took the spotlight, thanks to the athletes themselves. This summer, beauty and self-expression became integral to their identities and performances.
Beauty and Strength: A New Narrative at the Olympics
From Sunisa Lee’s graceful pause for a quick make-up touch-up to Keely Hodgkinson’s bold and ever-changing nails, we saw that taking pride in one’s appearance is not a distraction from athletic performance but a reflection of confidence, focus, and personal empowerment.
Photography by Jaie Squire
Sunisa Lee, for instance, paused during her all-around competition for a simple yet resonant beauty moment: applying lip balm. In that one act, broadcast to millions, Lee communicated a key message—taking care of yourself and looking your best is part of the process, even when the world is watching your every move. Remembering watching the Olympics growing up, gymnastics used to be the only thing I’d wait with baited breath. Not only because Romania used to excel at it (they’ve gotten better in 2024, but not yet there), but because it showed grace and glitter and sparkle, and a lot of the other uniforms for sports were just a bit too bland for me. Even though I expanded my sports’ watching since, I loved to see women really shine through at this year’s Games. Their success was unrivaled, and the infusion of what makes them themselves was really what I hope inspires generations of young women from now on.
Lee’s simple act generated widespread media coverage, with commentators celebrating her ability to seamlessly blend focus with personal care. The images of Lee adjusting her make-up, wearing flawless lashes and polished nails, rippled across social media, capturing the attention of beauty brands that are often sidelined in sporting discussions. Brands like Glossier and Fenty Beauty engaged with these moments, recognizing the untapped potential of aligning with female athletes and their authentic beauty routines. Not only have many beauty brands tapped into this (from memeable content, to pushing similar product, or making these athletes the faces of their brands) they have shown that people want to know the person behind the athlete.
The Power of Nails and Accessories: Keely Hodgkinson and Noah Lyles
British runner Keely Hodgkinson’s nails were another iconic moment in the Games, proving that beauty is indeed a form of strength. Her nails, painted in vibrant colours and designs, became her signature during the Games. We already knew she was a force of nature on the fashion side outside of sporting competitions, but it was a great reminder in those close-ups pre and post-race. From Union Jack flags to glittering tips, Hodgkinson’s nails sparked conversations across platforms, with fans marvelling at how a world-class athlete could integrate such detailed artistry into her preparation for high-stakes competition.
Photography by Peter Byrne
Hodgkinson’s nails were more than an accessory—they were a statement of identity, power, and confidence. The Olympics, a stage traditionally dominated by physical prowess, became a platform for her to showcase her individuality through beauty. Her choice of bold nail designs reinforced the idea that athletes can embrace self-expression without compromising their performance. In fact, it enhanced it, as her nails became part of her visual trademark, making her instantly recognisable both on and off the track.
This shift wasn’t limited to women. Noah Lyles, the American sprinter, took accessorizing to a new level. Known for his electric personality and exceptional talent, Lyles brought a touch of glamour to the track with his bedazzled necklace, reportedly worth tens of thousands of dollars. The necklace, adorned with diamonds, wasn’t just a piece of jewellery—it was a statement of Lyles’ confidence and individuality. His fashion sense, which normally comes out through his eclectic outfits, found a space to shine (quite literally) in the pearls in his hair and in his chain link necklace which has since become a bit of a good luck charm, since he has been sporting it quite a bit during competitions. His bold style choices, from the necklace to his iconic sunglasses, caught the attention of fans and media outlets alike, adding to the growing discussion of how male athletes are embracing fashion and personal style. He has since been seen more and more at fashion and beauty events, with his pal Lewis Hamilton, both sporting catwalk looks and chumming around with editors and journalists at events.
Getty Images
Media Value and Brand Impact: Beauty at Centre Stage
What made these beauty and accessory moments truly remarkable wasn’t just their novelty, but the undeniable media value they generated. Historically, brands that cater to fashion, beauty, and accessories have had limited association with sporting events like the Olympics. The focus has traditionally been on athletic apparel, sports gear, or energy drinks. However, Paris 2024 opened the doors to a broader conversation, where beauty products, jewellery, and accessories became part of the narrative.
One great example of sports and beauty converging is Simone Biles’ collaboration with Fenty Beauty. Biles, known for her strength and grace, wore shimmering Fenty products during one of her medal-winning routines. The result? An explosion of social media chatter and brand engagement for Fenty Beauty, which saw its products featured in athletic contexts in a way that was previously unimaginable.
Photography by Naomi Baker
This partnership between an elite athlete and a beauty brand underscored the evolving relationship between beauty, sport, and branding. Biles’ glittering eyeshadow wasn’t just a cosmetic choice; it was part of the performance, contributing to the larger spectacle and drawing attention to the strength of her identity as both a gymnast and a woman.
The numbers speak for themselves. Athletes like Biles and Hodgkinson, by embracing beauty and accessories, generated millions in media value for beauty brands and not only. These were no longer seen as "frivolous" additions to their performance but important parts of their visual storytelling. According to PR agencies, moments like the Fenty beauty spotlight led to significant spikes in both social media engagement and product searches, demonstrating the tangible impact that athletes have on brand visibility.
For events like these, the beauty narrative reminded us to look at the athletes from the perspective of people too. They have their personalities on display and their social media really revelled in their participation too. Tiktok has been a winner for funny videos, ‘get ready with me’ moments, giving us, as the audience, a glimpse into their preparation - both on and off the competition. Seeing the continuation of it through their involvement with local fashion weeks, articles and videos (that are normally reserved for celebrities and influencers) has only reinforced this message.
The Story Behind the Style: PR and Storytelling in the Olympics
As a PR professional, it’s clear that the story here isn’t just about performance—it’s about how athletes use their beauty routines and style choices to craft a narrative. For years, we’ve talked about athletes making history with their physical feats. but now we’re seeing women, in particular, making history through their individuality. Beauty is strength, and strength is beauty in all its forms.
These beauty and accessory moments offer a deeper level of storytelling that brands can harness. It’s about more than just being in the right place at the right time with the right product. The Olympics this year opened up a conversation about female bodies, loud accessorizing, and the pride athletes take in their make-up, nails, and mental preparation before and after a performance. Plus it made the fashion and beauty industries far more approachable, opening doors both ways and ensuring this wasn’t reserved just to the elites.
This holistic approach to athletic preparation resonates with audiences, particularly in a time where there’s greater awareness of the pressures athletes face, both mentally and physically. The way women like Simone Biles, Sunisa Lee, and Keely Hodgkinson balance performance with personal care sends a powerful message: beauty routines are not frivolous distractions but integral parts of mental and emotional preparation.
Written by Andra Maier
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