Leading up to the ultimate sports event, which kicks off in Paris on July 26th, LVMH and its esteemed maisons are taking the podium as the premium partner of the Olympic and Paralympic Games.
Several storied brands will have the honor of contributing directly to the event. Chaumet, one of Paris’ most iconic jewelers with a history dating back almost 250 years, designed the Olympic and Paralympic medals, and each medal produced includes iron from the Eiffel Tower. Moët Hennessy’s wines and spirits brands will add to the hospitality and festivities, and even skincare and makeup retailer Sephora will get in on the action during the Olympic Torch Relay with public activations.
Some of the highest honors during the festivities will go to French maisons Louis Vuitton, Dior, and Berluti. Under LVMH’s unifying theme of “Artisan of All Victories,” select French athletes will be highlighted as ambassadors and supported directly. Léon Marchand, a 21-year-old five-time world champion swimmer and medal hopeful, is serving as an ambassador for Louis Vuitton, as is fencer Enzo Lefort. Lefort, an individual world champion, won gold in men’s team foil fencing at the 2021 Tokyo Olympics. Dior has brought into the fold as ambassadors Pauline Déroulède, a triple champion of France in wheelchair tennis, and French artistic gymnast Mélanie de Jesus dos Santos, a four-time European champion.
French leather goods brand Berluti gets the distinct honor of dressing the French team from head to toe for the opening ceremonies of both the Olympics and the Paralympics. With input from the Olympic Committee and heads of both games, the collaboration reflects an elegance only the French can exude, with an element of comfort considered for the stamina needed to complete the two-day ceremony.
“This unprecedented partnership with the Paris 2024 Olympic and Paralympic Games will contribute to heightening the appeal of France around the world. It was only natural that LVMH and its maisons be part of this exceptional international event,” says Bernard Arnault, chairman and chief executive officer of LVMH. “The values of passion, excellence, and inclusion championed by high-level sports are cultivated daily by our teams, motivated by an unwavering desire to surpass limits. Sports is a tremendous source of inspiration for our maisons, which will unite creative excellence and athletic performance by contributing their savoir-faire and bold innovation to this extraordinary celebration.”
Ralph Lauren, one of the United States’ most iconic brands through its representation of Americana and the American dream, began its Olympic partnership with Team U.S.A. during the Calgary Winter Olympics in 1992, dressing them for the opening and closing ceremonies. Blue jeans, denim jackets, and T-shirts featuring the American flag and Olympic rings were so successful that the brand formalized its partnership with the U.S. Olympic and Paralympic teams in 2008 as the official outfitter. The brand will once again serve in an official capacity for Paris 2024, also providing a customizable Team U.S.A. capsule collection available online.
It all builds with an eye toward the momentous 2028 Los Angeles Olympics, the first time the games will be in the United States since 2002. In collaboration with LA28, the brand released an official custom emblem inspired by an iconic 1990s Ralph Lauren P-Wing. The custom design, available for purchase now on a men’s and women’s denim jacket, is only the second time in Olympic and Paralympic history that a brand has customized an Olympic emblem.