National: Tasva, the Indian menswear brand by Aditya Birla Fashion and Retail Ltd., partners with designer Tarun Tahiliani to outfit Team India at the Paris Olympics 2024 as the ‘Official Ceremonial Dress Partner’ of the Indian Olympic Association (IOA).
In a notable partnership, Tasva will design exclusive ceremonial attire for the Indian contingent, combining traditional and contemporary styles to showcase India’s rich cultural heritage globally as the ‘Official Ceremonial Dress Partner’.
Commenting on the partnership, Tarun Tahiliani, Chief Design Officer, Tasva, said, “The aim was 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. We wanted the athletes to feel comfortable yet look formal, with tailored shapes that make them confident as they set out to represent our vibrant country. Tradition is honoured while standing on a global sporting arena.”
Ashish Mukul, Brand Head, Tasva, expressed his excitement about the partnership by stating, “We are honoured to be the ‘Official Ceremonial Dress Partner’ for the Indian team at the Paris Olympics 2024. At Tasva, we believe in celebrating the spirit of India, and this partnership allows us to showcase our rich heritage and contemporary style. We look forward to contributing to the memorable journey of our athletes and feel privileged to support them as they strive for excellence on the world stage.”
T. Usha, President, Indian Olympic Association, commented on the new partnership: “We are delighted to welcome Tasva as our ‘Official Ceremonial Dress Partner’ for Team India at the Paris Olympics 2024. 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. We are confident that this collaboration will add a new dimension to the Olympic experience for our team.”
This collaboration aims to showcase Indian fashion globally, uniting style, tradition, and sportsmanship. The Indian team’s outfit for the Paris Olympics 2024 will merge sophistication, culture, and modern design, delivering a strong statement.
