The most important cultural moment of the year when it comes to sports came to an end in the world capital of luxury fashion: Paris. Some triumphs led by the powerful conglomerate LVMH, stealing the show at its opening and closing ceremonies by dressing singers like Lady Gaga, Céline Dion or Yseult, all of them in Haute Couture gowns by Christian Dior.
As for 2024, the sports industry has not only influenced fashion by starring some macro and micro trends, but also has helped to reinsure the importance of comfortness, the leading roles of sportswear giants like Nike or Adidas, and significant partnerships that end up in social media searches and sales, like Louis Vuitton or Ralph Lauren.
Seizing the viral moment is almost what every brand, whether is luxury or not, is looking for, and sponsorships from brands such as Lacoste or Nike were able to reach almost 33 million people, watching the games in its first week of airing the competitions.
Being one of the biggest sponsors of this year’s games, LVMH didn’t only bring to life incredible craftsmanship and handmade Couture dresses, but also were able to dress as many celebrities as possible for its opening, starring with Pharell Williams, Louis Vuitton’s Menswear Creative Director, also counting with the presence of fashion royalty it girls, such as Zendaya, Cynthia Erivo and most recently the French singer Yseult who wore a Dior Couture black silk jacket paired with a skirt for the closing ceremony.
There was also Ralph Lauren, who surprisingly dressed Emma Chamberlain in archival for the opening, also marketed the USA team for all its appearances and competitions and was one of the fewest non-LVMH brands to dress celebrities when attending the games, like Snoop Dogg, Martha Stewart or Kendall Jenner. Plus, there was Billie Eilish who also performed for the Olympics closing ceremony wearing an identity RL polo shirt.
Having in mind the €150 million that LVMH paid for its status as a premium partner to the games, there were significant moments, but not as many as internet fans and brands followers hoped for, this could’ve been an effect of Europe’s long August Holidays where stylist, photographers, ateliers and PR agencies rest and prepare themselves ahead of September’s fashion month.
Still to this day, fashion and sports have a great and lucrative relationship that keeps growing and getting everyone’s attention and interest, some opportunities are clearer now for those who are already waiting for the next Olympics 2028, that will take place in Los Angeles.
Written by
Juan José Jaimes