Hello, I'm Megan Lawton and welcome to Business Daily from the BBC World Service.

There's a fashion show coming to the French capital this summer, and it's not Paris Fashion Week.

You can expect a much more stylish Olympics.

With Paris hosting this year's Olympic and Paralympic games, teams are showing up in the city of style.

It is one of the most fashionable cities in the world, so why not show up in Paris in a way that

feels connected to the games, connected to the culture and the sport, but also connected to the city.

We're used to fashion giants like Adidas and Nike designing athlete uniforms for the Olympics.

This year, however, it's likely we'll see smaller labels on the podium too.

It's an opportunity for us as a small brand that's just like absolutely mind-blowing.

With sustainability at the forefronts like never before.

We are making our uniforms, first of all, with all the best practices and sustainable materials

that we could possibly make.

Startup labels aside, some of the host nation's biggest fashion houses are also getting involved.

LVMH, which is a luxury goods conglomerate that owns Tiffany and Bulgari, Louis Vuitton.

They have all of their French brands mobilized to support in different ways.

In this program, we'll hear about the diverse list of labels behind this year's kits

and ask how much the Olympic and Paralympic platforms can benefit a brand.

We're talking millions and millions depends on how far a few things go, billions of people

watching.

That's all coming up in today's Business Daily.

We're starting in downtown Toronto in Canada, and I'm standing outside left on Friday, a premium active

swimwear brand making its Olympic debut.

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