With multiple premium partnerships in play, the 2024 Summer Olympics is set to present a fantastic collision of sports and fashion
As the countdown to the Paris 2024 Olympics begins, the City of Light is gearing up for the frenzy to come. What will certainly make this year’s event more special compared to the last time the games came to Paris a century ago is how the city is now the capital of fashion, ensuring that this time, the Olympics will be sprinkled with style. And it is all made possible after couture conglomerate LVMH became an official sponsor, with some of the brands under its umbrella taking part in supporting the event.
In short, the 2024 Olympics will see a ton of fashion assortments, from jerseys to custom-made medals and even the trays they will be presented on. Starting off, we have Berluti who will kit out the French Olympians and Paralympians for the Opening Ceremonies on July 26 and August 28. The athletes will wear suits inspired by tuxedos with lapelled collars bearing the colors of the French flag.
LVMH’s partnership with the Olympics extends to its watches and jewellery houses joining the list of premium sponsors. OMEGA returns as the Official Timekeeper for the 31st time since 1932. For this event, there will be 550 official timekeepers and on-site professionals using the brand’s most advanced technologies to not only measure the results that separate the gold, silver, and bronze medalist, but will also unleash a wave of in-depth data that shows exactly how each event is won or lost.
Speaking of gold, French jewellery house Chaumet has been tasked with crafting the medals for this Summer Olympics. Interestingly, each medal contains 18 grams of iron taken from the Eiffel Tower as a hidden nod to Paris’ most iconic landmark. Meanwhile, Louis Vuitton has revealed medal trunks, torch trunks, and a tray design to carry the medals to the podium.
Christian Dior, another LVMH brand, welcomes female athletes from various different sport categories as its new ambassadors. These include fencers Sara Balzer, Misaki Emura, Arianna Errigo, Rossella Fiamingo, Andreea Mogoș, Loredana Trigilia, Beatrice Vio Grandis and Alice Volpi; judoka Clarisse Agbégnénou; swimmer Emma McKeon; surfer Carissa Moore; soccer player Alex Morgan; boxer Estelle Mossely; skateboarder Louise-Aïna Taboulet and sprinter Elaine Thompson-Herah.
This sporty yet unique alliance also invites multi-medalist and international sportsmen such as long jump specialist Erwan Konaté, tennis player Casper Ruud, Rower Matteo Sartori, and climber Matteo Zurloni as well as other many talented players to represent the Dior Men collection while exemplifying their performances and dreams on and off the fields.
The convergence of Olympic sports and fashion doesn’t stop with LVMH, as other notable brands from across the globe have contributed to support their respective national athletes. British menswear brand Ben Sherman will design a uniform for Team British to be worn during the Opening and Closing Ceremonies. For Team U.S.A, American fashion house Ralph Lauren is the official outfitter. Meanwhile, Team Italy has receuved support from EA7 Emporio Armani. This Italian kit was unveiled as part of the brand’s spring/summer 2024 collection. It uses the “Armani blue” colour scheme with podium tracksuits displaying “W Italia” lettering.
Last but absolutely not least, Team Indonesia will gear up in uniforms designed by Paris-based Indonesian designer Didit Hediprasetyo. The collection consists of T-shirt, shorts, track pants, and jersey playing kit customised to fit different sports as well as uniform sets to accompany athletes while off duty.
