July 12, 2024 |
Sport and fashion have become increasingly intertwined over the past few years and the 2024 Olympics and Paralympics, which will be held in Paris starting July 26, are no exception to this increasingly popular union. LVMH is this year’s games official creative partner – Chaumet has designed the medals and Louis Vuitton is behind the trays they will be presented on, with other brands, namely Berluti, Dior and Tag Heuer, having a hand in team kits and sponsorships. The multinational holding company is also using its platform to do some good, continuing its longstanding collaboration with the Secours Populaire Français charity, to offer 1000 kids in vulnerable positions access sports association memberships, training and classes. Outside of the LVMH umbrella, Ralph Lauren, Emporio Armani and Labrum are also getting in on the action. It’s truly set to be a fashion-stuffed affair and we’re excited to watch it all unfold. Anticipating the start of the games at the end of this month, we have broken down what fashion fans can look out for throughout the world competition.
LVMH Is leading the charge
As the official creative partner for the 2024 Olympic Games, LVMH is pulling rank and enlisting a hefty batch of the brands under its far-reaching umbrella. Dior, Berluti, Louis Vuitton, Moët Hennessy and Sephora are all contributing to this year’s festivities, so eagle-eyed fashion fans should keep watch.
Chaumet Is Making The Medals
Parisian luxury jewellery and watch house Chaumet has made history as it is the first jeweller to create medals for the Olympics. For the 2024 games, LVMH enlisted Chaumet to design and craft all the 5,084 medals.
Standing as a testament to Chaumet’s distinguished craftsmanship, each medal is embellished with original iron from the Eiffel Tower which has been conserved since the landmark was built in 1889. The metal is formed in a hexagon — the geometrical shape of France — as a striking display of the country’s dedication to delivering a historic and thrilling Olympics. In addition to this, fine lines are embossed onto the medal projecting outwards around the hexagon, reflecting the shining performances of the athletes at the Games. Yasmine Cariaga
Greek Designer Elena Votsi Is Designing the Medal Faces
Designed by Elena Votsi, the main face of the Chaumet medal depicts the story of the rebirth of the games in Greece, the Goddess of Victory Athena Nike is displayed in the foreground, emerging from the Panathenaic Stadium that witnessed the revival of the Olympic Games in 1896. Another compulsory feature of Olympic medals, the Acropolis of Athens is joined with the Eiffel Tower for the first time in the Paris 2024 design. YC
Louis Vuitton Is Taking On Trays And Trunks
If you’re winning bronze, silver or gold at the Olympics you undeniably deserve the luxury treatment and Louis Vuitton is here to ensure you get it. Crafting the medal trays for the games using the house’s expert artisans, the exterior is covered by its historic Damier canvas and the interior is lined with matt black leather. Designed to be as light as possible, the designer trays can hold up to six medals and feature brass corners and closures like those used on LV’s signature trunks. The trays will be presented by medal bearers sporting unisex, eco-conscious garments also designed by the French house, in a full circle moment inspired by the 1924 Paris Games. BK
Dior has a Line-up of Athletic Ambassadors
Dior has named 15 French athletes as new ambassadors ahead of this year’s games. Ranging from gymnast Mélanie de Jesus dos Santos, fencer Sara Balzer, judoka Clarisse Agbegnenou and swimmer Emma McKeon, the house’s fresh intake of representatives is a testament to the power of women in sport. Speaking on the appointment of McKeon in particular, a representative for Dior stated, “[This] virtuoso partnership is a natural reflection of Dior’s fascination with the values of sport, such as discipline, perseverance, and respect, but above all, the desire to stretch, ever further, the limits of intrepid excellence.” In alignment with the announcement, the brand released an Olympic-themed campaign whereby each athlete was shot performing their respective sports in a full Dior get-up. BK
Adidas and Labrum Are Linking Up
Adidas has joined forces with London-based label Labrum to create the official Olympic kit for Sierra Leone. Featuring iconography that reflects founder Foday Dumbaya’s Sierra Leonean heritage, the kit comes in a vibrant blue and white, emblazoned with a reimagined cowrie shell. Speaking on the collection, Dumbaya says, “Our Olympic team kit design is more than just sportswear; it embodies the spirit of triumph and resilience. Inspired by the captivating journey of Sierra Leonean athletes who have conquered adversity and inspired the next generation, this collection pays homage to their incredible stories of perseverance and success.” BK
Berluti Is Dressing Team France
Wanting to bring the “savoir-faire and experience of its artisans to ensure that the French athletes look their very best” was the impetus for luxury leather maker Berluti to create the official uniform of Team France. Designed in collaboration with Carine Roitfeld – formed editor of French Vogue – over 1500 outfits were created for the team to wear at the opening ceremony, with a distinct focus on tailoring for a range of body shapes and sizes. Pieces include a midnight blue wool tuxedo, Berluti Shadow trainers reimagined in the colours of the French flag and a sleek white shirt made from a cotton-silk blend. Jean-Marc Mansvelt, chief executive of Berluti, comments on the items saying, “With this outfit, we have sought to honour French elegance and to serve French athletes and coaches. In my eyes, it has been a resounding success!” BK
Tag Heuer and Sky Brown
Masters of horology, Tag Heuer, is continuing its partnership with British skateboarding wunderkind Sky Brown, who will be competing in the 2024 games after recovering from an injury. Bringing Brown on board as a brand ambassador in 2022, the luxury brand has custom-built the athlete’s skateboard as well as provided her with a swanky watch to wear as she skates. Becoming Britain’s youngest ever medalist at 13, after her bronze medal at the 2020 Olympics, Brown is as impressive as they come and a great addition to the Tag Heuer family. BK
Giorgio Armani Is Designing The Team Italy Kit
Joining forces with Team Italy this Olympic Games is none other than veteran Italian brand EA7 Emporio Armani. Designing the uniforms for its native athletes, the brand has incorporated a distinctive ‘Armani blue’ into each of the garments, which includes tracksuits, polo shirts, bags, caps and sneakers. A continued partnership that dates back to 2012, designer Giorgio Armani comments that the brand will be, “seeking new solutions for the athlete’s kit, which must blend elegance with practicality”, and that it’s, “always an exciting challenge”. BK
Ralph Lauren Is dressing Team USA
Last but by no means least, American heritage brand Ralph Lauren has designed the opening and closing ceremony uniforms for Team USA. Using elements of classic tailoring as well as more sporty, moto-style elements, the brand has created garments such as a single-breasted wool blazer, custom Polo shirts and a classic suede buck shoe. Marking the ninth time the brand has designs uniforms for American athletes, the collaboration emphasises the importance of Ralph Lauren on the codes of American style. BK
Top image: courtesy of Labrum.
