Why the #ParisOlympics2024 may be the most “fashion” Olympics ever

The Paris 2024 Olympics are gearing up to be the most stylish Games in history, thanks to their new premium sponsor: LVMH. Until recently, the Olympics had largely remained closed to sponsorships from fashion brands, but with LVMH's association with the Pralaympics and Olympics has opened up a new space. The group's brands—Dior, Louis Vuitton, and Berluti—will be everywhere throughout the event. Collaborations with other top brands, athlete ambassadors, and tie-ins with Paris Fashion Week are poised will make the Paris 2024 Olympics a landmark occasion where sport and high fashion converge in a unique celebration of global culture and style. 

A little bit of LVMH everywhere

Several LVMH brands are set to leave an indelible mark on the Paris Olympics, ensuring that the event is as fashionable as it is competitive. Louis Vuitton, a name synonymous with luxury, will design the Medals Trunks and torch trunks for both the Olympic and Paralympic Games. Berluti, renowned for its mastery of menswear, will create the outfits for Team France for the opening ceremonies on July 26 and August 28. Moët Hennessy will provide champagne for winners and VIP attendees, adding a sparkling finish to the Games' victories. The historic jewellery house Chaumet will also craft the competition medals, merging artistry and excellence to create symbols of triumph.

Brand collaborations and more

Fashion brands are taking centre stage at the Olympics, showcasing exclusive collections and teaming up with national teams. Ben Sherman is bringing its British charm to Team Great Britain, ensuring they stride onto the field with style and sophistication. Their opening ceremony attire features floral motifs representing the four nations of Great Britain, with bomber jackets, and open-collar polos adding a stylish twist. Rachel Terrace, chief brand officer at Marquee Brands (Ben Sherman's parent company), remarked that the designs capture the changing nature of British fashion and cultural identity, presenting a new outlook marked by lively patterns, elaborate details, and a revitalised spirit. 

Meanwhile, Stéphane Ashpool and Le Coq Sportif are revolutionising the French team's look, blending avant-garde design with decades of sportswear expertise. Picture archers in all-white ensembles with flared pants and arrow pouches, breakdancers in vibrant tracksuits in patriotic hues of red, blue, and white, and cyclists in sleek lycra all-in-one suits paired with matching racing bikes. These collaborations are transforming the Olympic stage into a runway of innovation and style.

Other notable collaborations include Left On Friday's innovative design for Canada's volleyball teams, ensuring they step onto the court in style with expectations of both functionality and flair. The Netherlands' breakdancing team is set to make waves with uniforms crafted by The New Originals, embodying the spirit of innovation and authenticity. Nigeria's Olympic team will showcase unity and strength with uniforms provided by Actively Black, celebrating the diversity and richness of Nigerian culture. Closer home, the Indian team will don ceremonial outfits created by designer Tarun Tahiliani. Additionally, Saysh, co-founded by 11-time Olympic medalist Allyson Felix, will launch a limited-edition sneaker called Saba in collaboration with Ba&sh. Available in terracotta and vibrant green, this exclusive piece will be priced at £195 and will launch on July 10 (₹20,000 approx.).

Athlete Ambassadors

LVMH’s influence extends beyond sponsorship, with several high-profile athlete ambassadors representing their brands. Dior and Louis Vuitton boast athlete ambassadors like French rugby star Antoine Dupont and Chinese freestyle skier Eileen Gu.

Neeraj Chopra, Indian Olympic champion, is a sports brand ambassador for Omega, the official timekeeper for the Paris Olympics. Other Indian brand ambassadors include World Boxing Champion Mary Kom (Puma) and Indian athletics star Hima Das (Adidas).

French 110-meter hurdles specialist Sasha Zhoya is joining Dior's roster of athlete ambassadors, which already includes champion skateboarder Aurélien Giraud and surfer Kauli Vaast. Dior also recently named 15 female athletes as brand ambassadors, including five-time Olympic gold medalist Elaine Thompson-Herah of Jamaica and U.S. soccer star Alex Morgan.

Previously, Dior revealed three joint ambassadors with its parent company LVMH, gymnast Mélanie de Jesus dos Santos, wheelchair tennis player Pauline Déroulède, and Para-cyclist Marie Patouillet.

The Paris Fashion Week connect 

With LVMH leading the charge, the Games promise to cement Paris as the ultimate convergence of sport and style. The integration of fashion into the Olympic narrative extends to Paris Fashion Week, which took place from February 26 to March 5, 2024. Athletes like Noah Lyles, Miles Chamley-Watson, and Dina Asher-Smith showcased their versatility and fashion acumen alongside their athletic prowess.

Noah Lyles, the world's fastest man, blurred the lines between the track and the runway, striding confidently into Paris and Milan fashion weeks. He transformed every event into a fashion statement and urges his fellow athletes to trade tracksuits for trendsetting ensembles.

Paris Fashion Week sees participation from several athletes who balance their sports careers with fashion ventures. Fencer Miles Chamley-Watson, a bronze medalist at Rio 2016, is known for his bold fashion choices and made his runway debut at the Paris Fashion Week men's fall/winter 2024 show. Outside of fencing, he showcases his creative side in the fashion world, often alongside friend and Formula One star Lewis Hamilton. Chamley-Watson's bold outfits, like polka dot suits and open shirts, highlight his personality.

Sprinter Dina Asher-Smith, a two-time Olympic bronze medalist, engages in Paris Fashion Week as a break from training and walks for Off-White during Paris Fashion Week Womenswear Spring/Summer 2019. Heptathlete and two-time world champion Katarina Johnson-Thompson joined Asher-Smith in the Off-White show. Long jumper and European indoor long jump champion Jazmin Sawyers is often featured in fashion events alongside Asher-Smith.

This fusion means athletes will not only compete at the highest levels but also show off their style on and off the field, blending athletic skill with fashion-forward elegance. This marks a new era for the Olympics and Paralympics, turning it into a global spectacle where luxury, culture, and sport come together seamlessly.

Feature image credit: LVMH 

Also Read: Team India jets off to the Paris Olympics 2024 in new ceremonial outfits created by Tarun Tahiliani

Also Read: Unforgettable moments from Paris Haute Couture Week 2024