Sport and fashion have become increasingly intertwined, and the 2024 Olympics and Paralympics in Paris are no exception. LVMH is the official creative partner for this year’s games, with Chaumet crafting the medals and Louis Vuitton designing the trays on which they will be presented. Other LVMH brands, including Berluti, Dior, and Tag Heuer, are also involved in team kits and sponsorships. LVMH continues its collaboration with the Secours Populaire Français charity, offering 1,000 children in vulnerable positions access to sports association memberships, training, and classes. Additionally, brands like Ralph Lauren, Emporio Armani, and Labrum are participating, making it a fashion-filled event to watch.
LVMH Leads the Charge
As the official creative partner for the 2024 Olympic Games, LVMH is making a significant impact with contributions from its brands such as Dior, Berluti, Louis Vuitton, Moët Hennessy, and Sephora. Fashion enthusiasts should keep an eye on these brands throughout the games.
Chaumet Creates the Medals
Chaumet, a Parisian luxury jewelry and watchmaker, has made history as the first jeweler to create Olympic medals. For the 2024 games, Chaumet crafted all 5,084 medals, incorporating original iron from the Eiffel Tower, formed into a hexagon—the geometrical shape of France. Fine lines are embossed onto the medals, symbolizing the athletes’ shining performances.
Elena Votsi Designs the Medal Faces
Greek designer Elena Votsi has designed the main face of the Chaumet medals. The design tells the story of the rebirth of the games in Greece, featuring the Goddess of Victory, Athena Nike, emerging from the Panathenaic Stadium, the site of the revival of the Olympic Games in 1896. The design also incorporates the Acropolis of Athens and the Eiffel Tower.
Louis Vuitton Handles Trays and Trunks
Louis Vuitton is responsible for crafting the medal trays for the games, using its historic Damier canvas and lining the interiors with matte black leather. The trays, designed to hold up to six medals, feature brass corners and closures reminiscent of LV’s signature trunks. Medal bearers will present these trays while wearing unisex, eco-conscious garments designed by Louis Vuitton, inspired by the 1924 Paris Games.
Dior’s Athletic Ambassadors
Dior has appointed 15 French athletes as ambassadors for the games, including gymnast Mélanie de Jesus dos Santos, fencer Sara Balzer, judoka Clarisse Agbegnenou, and swimmer Emma McKeon. This lineup highlights the power of women in sport. In an Olympic-themed campaign, each athlete was photographed performing their respective sports in full Dior attire.
Adidas and Labrum Collaboration
Adidas has partnered with London-based label Labrum to create the official Olympic kit for Sierra Leone. The kit, featuring vibrant blue and white colors with a reimagined cowrie shell, reflects founder Foday Dumbaya’s Sierra Leonean heritage. Dumbaya describes the design as embodying the spirit of triumph and resilience, paying homage to the athletes’ incredible stories of perseverance and success.
