Luxury giant LVMH on Tuesday unveiled new eco-friendly outfits for the medal bearers in this summer’s Olympics and Paralympics in Paris and promised a major spectacular by Dior in the opening ceremony show on July 26.
The games will open less than three weeks after this weekend’s upcoming elections, with France in a state of nervousness at the possibility of no clear winner after voting on Sunday, July 7, and potentially almost ungovernable chaos.
“Yes, we are following the evolution of the country’s political landscape, but when it comes to the Olympics, nothing will take away our enthusiasm. We expect there will be a truce on the political front and people will concentrate on sports,” said a sanguine Antoine Arnault, head of “Image and Environment” at LVMH, as he presented the group’s latest contributions to the Games.
He added that Dior will be active with a fashion presentation at the opening ceremony, though did not provide specifics. “You have to keep a few surprises for the day!” Arnault smiled.
Back in 1998, when the French football team won the World Cup, Yves Saint Laurent staged probably the single most watched fashion show in history before the final.
This spring, LVMH has gradually revealed its various houses’ contributions to the games; generally called JO in France. Tony menswear marque Berluti will supply the athletes’ ceremonial outfits for Team France in the Olympic Games; the medal trunks and torches have been produced by Louis Vuitton; and the medals were made by jeweler Maison Chaumet.
Now, LVMH will dress 515 volunteers who will carry out the medals for each victory ceremony. Attired in outfits inspired by the last time Paris staged the Olympics in 1924, an era know as La Belle Epoque, which witnessed the dawn of sportswear.
Both the men and women will be gifted the unisex outfits: beige wide leg pants culled from recycled fabrics, with a side stripe reading Cérémonie des Vainqueurs; roomy white polo shirts; and Gavroche flat caps – both the latter made from textiles provided by French start-up Weturn, a certified B Corp company. Expect them to become collector’s items. Each medal bearer will also receive makeup products from Fenty Beauty, another brand within the greater LVMH group.
“These ceremonies are incredible moments in the lives of the athletes, a consecration of their efforts, a moment of communion with the public and a shared expression of national pride. These absolutely unique moments deserve to be magnified, and they most definitely will be, thanks to the amazing expertise of the maisons of the LVMH Group… These Paris 2024 volunteers will have a chance to share in an absolutely unforgettable experience alongside the athletes. Bravo and thank you!” said Tony Estanguet, President of Paris 2024, in an address.
And, in a subtle play on branding, LVMH’s biggest brand Louis Vuitton will provide the monogram trays to carry each of the three medals – gold, silver and bronze. A smart way of sliding around the Olympic Charter, which restricts advertising at Olympic venues. Asked about those rules, Arnault, the son of CEO Bernard Arnault and LVMH board of member, joked: “Oh, people with a certain culture would probably recognize” the monogram, drawing informed laughter from the press conference.
Questioned about the economic benefits of the LVMH very active sponsorship, estimated to be in the range of €100 million, Arnault cautioned that from past experience, turnover in luxury boutiques during the games in Olympic host cities was unchanged. “What’s important is the effect on our image,” he stressed.
The M element in LVMH will also be busy, as Möet et Chandon will be the official champagne supplier of the games. The luxury giant has set up three hospitality zones; La Maison LVMH, Le Club France and Le Parc des Champions under the Eiffel Tower.
Meaning LVMH will be present at all the key moments of the JO, that runs from July 26 to August 11.
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