Why Has Olympics 2024 In Paris Become Luxury’s Zeitgeist?

As the hours tick away before the Opening Ceremony of the Paris 2024 Olympics, the foremost global sporting event has become the centre of all conversations. Scheduled to take place from July 24 to August 11, 2024, the Paris 2024 Olympics sporting events will be spread across 16 cities including Marseille, Lille, Versaille and Nanterre. Set to be revolutionary for many reasons, including the first-of-its-kind multifaceted partnership with the luxury conglomerate LVMH as its Premium Partner of The Olympic and Paralympic Games Paris 2024 and Artisan of All Victories, the Games are set to be an exceptionally glamourous event.

Everything You Need To Know About The 2024 Summer Olympics In Paris

Taking over the City of Light for the third time (1900, 1924 and 2024), regarded as the global fashion capital, this year’s Summer Olympics is set to mark several progressive firsts in the history of the sporting spectacle.  As we wait with bated breath to watch a spectacular, first-of-its-kind Opening Ceremony in the heart of the city along the Seine River, the Paris 2024 Olympics is setting a new record for breaking away from holding the Opening Ceremony inside a stadium. Instead, country contingents and athletes representing 206 countries will be on 100 flotillas on the River Seine, starting from the Austerlitz Bridge and crossing the iconic landmarks of the City of Love such as the Louvre and the Notre-Dame de Paris cathedral. The final ceremonies, opening declaration and lighting of the Olympic flame will take place at Trocadero, opposite the Eiffel Tower. Dignitaries, guests and viewers will be seated on the banks of the river, cheering as the teams pass by.  Reportedly, Céline Dion and Lady Gaga have both arrived in Paris, further fueling speculation that they may be among the headliners for the ceremony.

The official Olympic Games website promises that it will be “bold, original and unique.” Embracing the intersection of sports and fashion as a defining trend for the future, we spotlight some of the key revolutionary associations that will elevate the Paris 2024 Olympics to new heights of luxury and prestige.

Creating History With Many Firsts

Before we get to the glamourous side of thing, a historic milestone for the world of sports, the Paris 2024 Olympics proudly showcases 100% gender parity, marking the first time in Olympic history where the number of female athletes equals their male counterparts. This is in keeping with the motto of the 2024 Paris Olympics “Games Wide Open” (French: Ouvrons grand les Jeux). The slogan represents the goal of delivering a more responsible, inclusive, equal and spectacular games. This year, 10,500 athletes from around the globe will compete, with an equal representation of 50% women, underscoring a significant stride towards equality in the sporting arena.

Adding to the excitement of watching humans pursue excellence in highly specialized disciplines, four new sports have been added—surfing, sport climbing, skateboarding, and breaking, also known as break dancing—will debut at the Paris 2024 Olympic Games, alongside new categories such as Kayak Cross and 3×3 basketball that will join the historic sport traditions of Olympics.

Sustainability At Centrestage

Further elevating the prestige of the Paris 2024 Olympics, this will be one of the most sustainable and eco-friendly Olympics in history, with 95% of the sporting venues being pre-existing or temporary. This commitment to sustainability aligns perfectly with the grandeur and forward-thinking spirit of this illustrious global event.

Olympics In Pop Culture

More than the sports and athletes, the Olympic heritage has made an impact on popular culture. After the enormous success of American rapper Snoop Dogg and stand-up comedian Kevin Hart’s reporting on Tokyo Olympics, this year the former will be an Olympic torchbearer on the final leg. He will continue to report on the sporting events for American broadcaster, NBC.

The Luxury Connect

Set to be the most stylish Games in history, thanks to their new premium sponsor: LVMH, the LVMH Maison brands will be seen across collaborations with top brands, athlete ambassadors, and tie-ins with Paris Fashion Week. A true cultural reset to make the Paris 2024 Olympics a landmark occasion where sport and high fashion converge, creating a unique celebration of global culture and style. With a reported €150 million investment from LVMH, LVMH brands— Berluti, Chaumet, Dior, Louis Vuitton, Moët Hennessy and Sephora, the Official Partner of the Olympic and Paralympic Torch Relays—will be everywhere throughout the event.

The historic jewellery house, Chaumet, is the first jeweller in the history of the Olympic and Paralympic Games to have the honour of designing these medals for the Olympic and Paralympic Games Paris 2024. Merging artistry and excellence to create symbols of triumph, the hexagonal Olympic medals represent France and each medal features a center cut from an authentic piece of iron from the Eiffel Tower, preserved during its renovation. Conceived by the Chaumet design studio, these medals made of gold, silver or bronze illustrate the shared vocation of LVMH and the renowned Parisian jeweler: The Art of Crafting Dreams

Louis Vuitton has crafted special Medals Trunks and Torches Trunks, for the Olympics medals and Olympic torches. The Medals Trunks and Torches Trunks join a celebrated family of Louis Vuitton trophy trunks, which has continuously grown since 1988. The Medal trunks that will protect, display, and showcase the coveted medals, are covered in legendary Monogram canvas, and features brass corners and closures like those used on Louis Vuitton trunks since the 1850s.

The Torches Trunks will elegantly protect and display the Paris 2024 Olympic and Paralympic Torches which will travel across France in the lead up to the Olympic and Paralympic Games Paris 2024. Arriving from Olympia to Marseille on May 8th for the Olympic Torch, and from Stoke Mandeville in the UK in August for the Paralympic Torch, the two torches, designed by French designer Mathieu Lehanneur, will pass through the hands of over 11,000 torchbearers on their way to Paris. The Torch Trunks will elegantly protect and display the Paris 2024 Olympic and Paralympic Torches as they journey across France in the lead-up to the Games and embody the finely honed skills, ever-exacting standards, and continual dedication to excellence of Louis Vuitton and its strong team of artisans.

There will be around 600 volunteers who will be outfitted with LVMH-designed looks inspired by the 1924 Olympics in Paris. The Olympic champions will celebrate their victories with LVMH-owned Moët Hennessy wines and spirits.

 

Most recently, Rihanna’s beauty brand, Fenty Beauty, has come onboard as a premium partner. Fenty Beauty makeup kits will be given to the volunteers as a step towards inclusivity. As part of the major collaboration, the brand will team up with the Paris 2024 organisers to provide training and makeup kits to 600 young volunteers with makeup kits and expert advice.

High Fashion Collaborations

Omega, the luxury watchmaker, is the official timekeeper of Paris 2024. They have also unveiled a special watch inspired by the medals. The vintage look is further inspired by a classic Omega wristwatch from 1939, going back to their earliest years of timekeeping.

Fashion brands are embracing the Olympic spirit for Paris 2024. French fashion brand, Jacquemus has collaborated with sportswear brand Nike for the Spring 2024 collection just in time for the Paris 2024 Olympics. The collection features women’s and unisex apparel, a new J Force 1 and a first-ever accessory, Le Swoosh bag — the first time Nike’s iconic Swoosh has been imagined into a handbag.

The brand also recently released a digital campaign with Olympics as its theme. The campaign has garnered positive feedback for connecting with a larger audience with the brand’s inimitable way.

The International Olympics Committee (IOC) has been collaborating with French luxury sports brand Lacoste for the last six editions to create a limited-edition collection. This year too, Lacoste has released a special collection commemorating the Games held in Paris 100 years ago. Titled ‘Paris 1924’ the collection brings back vintage aesthetics with “Jeux Olympiques” written on the t-shirts, hoodies and other unisex pieces

Another unique collaboration is between IOC and Montblanc. The luxury goods brand has announced the release of two writing instruments inspired by the spirit of the Olympic Games. Launched to mark the centenary of its iconic Meisterstück fountain pen, Montblanc’s new collection also pays homage to the 100th anniversaries of the Olympic Games Paris 1924 and the Olympic Winter Games Chamonix 1924.

There is also the Paris-themed capsule collection curated by French designer and model Inès de la Fressange for swimwear brand, Vilebrequin.

Across the Atlantic, some of the biggest collaborations for the Paris Olympics have been for Team USA.

J Crew has partnered with USA Swimming on a limited-edition collection inspired by vintage swimming graphics and styling from 90s beach apparel and so has Kim Kardashian’s brand, Skims.

Couture Class Uniforms

Uniforms have become the conversation starters ahead of the Paris 2024 Olympics with some extraordinary designs and creativity on showcase. These ensembles will be worn by athletes during the Paris 2024 Olympics opening ceremony.

Team India’s ceremonial outfit has been designed by Tasva, a ready-to-wear line by ace designer Tarun Tahiliani and Aditya Birla Fashion and Retail. The male athletes will wear a kurta bundi set crafted from lightweight moss cotton, ensuring breathability and comfort. Women will drape an elegant viscose crepe saree, for a natural drape and breathability, with ikat-inspired digitally printed panels in saffron and green, with blue buttonholes representing the Ashoka Chakra and with an ivory base that represents peace and unity. The look is completed with modern trainers adorned with traditional Benares brocade, seamlessly blending tradition with contemporary fashion.

“The Team India Ceremonial Dress seamlessly blends modernity with tradition, showcasing the spirit of modern India while remaining true to our roots. The classic kurta bundi silhouette has been updated with contemporary features such as panel detailing, safari pockets, and rolled-up sleeves, adding a touch of modern practicality and style. We have used ikat-inspired prints, a technique prevalent across all Indian regions, with artisans deriving unique variations. Ikat is universal to India, making it a fitting choice for the ceremonial dress. The use of lightweight, breathable fabrics ensures the garments are suitable for the Parisian summer. The saree, a timeless piece of Indian clothing, incorporates a pre-pleated design for convenience, and the blouse is made from cotton satin lycra to ensure comfort and ease of movement. These design choices highlight India’s evolving fashion landscape, where tradition meets innovation. This attire not only honours our cultural heritage but also represents a forward-thinking, dynamic India ready to shine on the global stage,” Tahiliani told us about the design.

Ralph Lauren has designed the ceremonial uniforms for Team USA, returning for the ninth time as the Official Outfitter having done so at every Olympics since 2008.

Mongolia’s Paris 2024 outfits won the Internet as the favourite national uniform at the forthcoming Games. Featuring intricately embroidered vests, pleated robes and accessories inspired by traditional attire, the country’s opening and closing ceremony outfits have taken social media by storm since being unveiled last week. Rooted in the ceremonial garb of Mongolia during National Naadam Festival in Mongolia, the Paris 2024 Olympics opening uniform for Mongolia has been designed by Mongolian designer sisters Michel and Amazonka Choigaalaa. In an Instagram post, the design has been decoded: “This ceremonial display underscores the cultural richness and values inherent in both events. Furthermore, likening athletes to mountaineers ascending Everest serves as a poignant metaphor, highlighting the unwavering commitment, resilience, and relentless pursuit of excellence essential for achieving success in the realm of sports.” It has been widely appreciated for integrating the nation’s heritage with a contemporary style and use of fabrics.

Italians have, for a long time, enlisted the help of the nation’s stellar fashion designers to craft uniforms for various groups. This year, Emporio Armani, under the watchful eye of Georgio Armani, is outfitting the Italian team at the Olympics, with EA7 collection.

Back in France, LVMH brand Berluti took on the mantle to design the French team’s ceremonial uniform. It is a take on the Maison’s classic tuxedo spruced up with a ‘Bleu-Blanc-Rouge’ collar.

Paris Olympics Brings The World Closer With Culture

On the sidelines of the Paris Olympics, IOC is also organising the Cultural Olympiad. It is a multidisciplinary artistic and cultural programme that will run before and during the Games and until 8 September 2024. Through this programme, the Paris 2024 Olympic and Paralympic Games are opening their doors wide to culture and artists. Throughout France and its overseas territories, and in constant dialogue with the Olympic and Paralympic movements, the Cultural Olympiad is a people’s festival featuring thousands of events (mostly free and open to the public) at the crossroads of art, sport and Olympic values.

 

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India has gone a step forward to establish its’s cultural currency by setting up India House, the first-ever country house, at La Villette. Conceptualised by Reliance Foundation as part of their partnership with the Indian Olympic Association (IOA), the India House will be a celebration of the nation’s rich cultural and sporting heritage, showcasing India’s storied past, vibrant present, and exciting future alongside advances in technology and digitalisation. Nita Ambani unanimously re-elected as International Olympic Committee Member is committed to enhancing the Olympic Movement in India and worldwide. Throughout the games, India House will host a series of cultural activities and sports screenings.