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The resurgence of the British flag: How Team GB fever is transforming its coolness


In a bid to show support for Team GB at the 2024 Olympics in Paris, celebrities and social media stars have been seen sporting Union Jack-inspired clothing. Singer Doja Cat performed at Wireless festival in a bespoke Union Jack corset, while Rachel Chinouriri opted for a Union Jack halter top and skirt at Glastonbury. High street brands like ASOS and GAP are also selling Union Jack-inspired items in light of the renewed interest in British fashion. The iconic Union Jack dress worn by Geri Halliwell at the 1997 Brit Awards has had a lasting impact on fashion, with Dua Lipa giving a nod to it at the 2021 BRITs. Geri Halliwell’s dress design was born out of a desire to add a patriotic touch to an outfit and celebrate all cultures, with the peace sign added to counteract any possible negative associations. The dress became a symbol of girl power and empowerment, with Dua Lipa continuing the legacy with her own Union Jack-inspired outfit. The Union Jack has become a symbol of British pride and fashion inspiration, making a resurgence in the industry thanks to the support for Team GB at the Olympics.

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