Mexican skier Hubertus von Hohenlohe is angling for a title at next month's Sochi Olympics, but it's not a gold medal in the men's slalom.
The crown that the 55-year-old would like to wear? Best-dressed.
In what will be his sixth trip to the Olympics, Hohenlohe will don a mariachi-themed race suit during competition.
"Until I went to Mexico recently to make a documentary, I never realized what a beautiful, amazing, rich past and culture they have and what a proud people they are," he told NBC Olympics. "It actually moved me to see how much they suffered and how much they fought for what they have. The power to have your own identity is so strong and something I believe in so I want to give it a go in a very cool, elegant way. I want to celebrate who they are, but of course in my own style."
Hohenlohe, also a prince of German descent, joked that being one of the most fashionable "is a medal I need so urgently."
"What are my chances?" he asked, according to NBC Olympics.
With those ruffles, probably pretty good.