22 March 2012
Last updated at 15:56
Team GB's kit launch ahead of London 2012 was a glitzy affair. Designer Stella McCartney's innovative blue-dominated patterns gave the likes of triple jumper Phillips Idowu a part comic-book-hero, part X-Factor-contestant look.
But British kit was not always so bling. Athletes competing at the 1948 Games - the last time they were held in London - were gifted with a simple white vest and shorts, as shown by McDonald Bailey here competing in the 100m heats at Wembley Stadium.
Meanwhile, Team GB's football team were ready for action with office-type white shirts emblazoned with the Union Jack, complimented by billowing shorts and waxed side partings as standard.
Simplicity and hoops epitomised British kits during following Olympics, as seen on a shattered Mary Peters just after she secured gold in the pentathlon in the Munich Olympics in 1972.
Steve Cram (middle), Seb Coe (right) and (to a lesser extent) Steve Ovett (left) showed big hair was the order of the day at Moscow 1980, while the simple red, white and blue hoops remained.
1984 saw the innovation of a set of stripes down the side of the shirts, as shown here by moustachioed decathlete Daley Thomson.
The 1990s are not remembered for their fashion innovations, but magic eye illustrations were popular. Perhaps that is what influenced the kaleidoscopic pattern down the side of the Team GB running tops at Barcelona 1992, as shown here by Linford Christie as he wins 100m gold.
1996 saw the introduction of more stripes in the union colours of red, white and blue, as worn by a young Kelly Holmes here on the right.
Blue started to dominate outfits in 2000, as shown by Paula Radcliffe leading the way here in the 10,000m final at Sydney.
White made a comeback in Athens 2004, as did Kelly Holmes, striding away to victory in the 1,500m.
And for Beijing 2008, red was almost relegated to the borders, as Team GB donned a simple white and blue ensemble - partly to differentiate themselves from the look of nations with similar focal colours, such as the US and France.