British athletes set to compete at the London 2012 Games stormed the stage in their new Olympic gear, as they helped unveil Stella McCartney's specially designed kit.
The kit for up to 500 Olympic and 350 Paralympic athletes was unveiled in a five-minute showcase, starring a range of British hopefuls, at the Tower of London.
Acclaimed designer Stella McCartney told ITV News:
The sportswear has been over two years in the making and combines the best in performance technologies and stand-out British style, with the iconic Union Jack being the main inspiration behind it.
But not all of the competitors who will be wearing the kit are impressed with its design.
European and Commonwealth 110m hurdles champion, Andy Turner, wrote on Twitter:
Bradley Wiggins, who has won three Olympic gold medals in cycling, reportedly tweeted: "Oh Dear, The Olympic kit!!".
The post has since been removed.
ITV News' Romilly Weeks reports on the evolution of Olympic fashion since the last London Games in 1948:
Triple jumper Phillips Idowu said:
Up to 175,000 items of clothing will be supplied to British athletes competing in 26 Olympic and 20 Paralympic sports at London 2012.