Fashion has always had its role in the Olympics and in the sporting universe in general, but its predominant presence at this summer’s edition of the Olympic Games is decidedly unprecedented, being LVMH Moët Hennessy Louis Vuitton, the main partner of this edition.
The largest luxury conglomerate, home to labels such as Dior, Chaumet, Sephora and Tiffany & Co., as a premium partner, marks the first time a high fashion company is supporting the world’s most important sporting event.
Visualizza questo post su Instagram
The partnership, which reportedly cost $163 million, has previously belonged to less glamorous large companies such as Visa, Procter & Gamble and General Electric.
LVMH’s choice means that its many luxury brands will be present at the Games in all sorts of creative ways, giving this year’s Olympics event an elegant and exclusive makeover, definitely suited to its host city, as well as a massive media coverage.
This was confirmed by the astonishing opening ceremony held on Friday 26 July, which was in all respects an impressive fashion show staged in the most symbolic points of the city of Paris.
Arm in arm with the big high fashion brands, various important personalities and celebrities gathered.
Visualizza questo post su Instagram
On Thursday evening, LVMH’s “Prelude to the Olympics” event, an opening ceremony all its own, so to speak, at the Fondation Louis Vuitton hosted stars like Serena Williams, Zendaya, Jeremy Allen White, LeBron James, Mick Jagger and Snoop Dogg. The latter also had the honor of carrying the Olympic torch, symbol of these Paris games.
On Friday night, Lady Gaga gave an iconic performance in a black and pink Dior haute couture feather costume. French singer Juliette Armanet wore a black leather set by Dior in collaboration with French designer Clara Daguin, known for her work with light and technology. There was also the eight-meter-long Dior dress in the colors of the French flag for mezzo-soprano Axelle Saint-Cirel. The ceremony ended in style with Celine Dion performing Edith Piaf’s Hymne à l’Amour in a long white silk dress, once again designed by Dior.
Visualizza questo post su Instagram
But the grandiose ceremony was not just a celebration of big brands and sponsors, having also provided equal visibility to some emerging creatives.
Daphné Bürki, stylist and costume director of the 2024 Olympics has selected some emerging designers on the French scene including Jeanne Friot, Victor Weinsanto, Charles de Vilmorin, Kevin Germanier and Alphonse Maitrepierre.
Already defined by many as the most “fashionable” games in history, the 2024 Paris Olympic games therefore represent the pinnacle of the meeting between the luxury, culture and sport sectors.
Visualizza questo post su Instagram
