Luxury giant LVMH on Tuesday unveiled new eco-friendly outfits for medal bearers at this summer's Olympic and Paralympic Games in Paris and promised a big Dior show at the opening ceremony show on July 26.
The games will begin less than three weeks after the upcoming elections this weekend, with France in a state of nervousness over the possibility of no clear winner after the vote on Sunday, July 7, and potentially near-ungovernable chaos.
“Yes, we are following the evolution of the country's political landscape, but when it comes to the Olympic Games, nothing will take away our enthusiasm. We hope that there will be a lull on the political front and that people will concentrate on sport,” says optimistic Antoine Arnault, head of “Image and Environment” at LVMH, presenting the group's latest contributions to the Games.
He added that Dior will be very active with a fashion presentation at the opening ceremony, although he did not give any further details. “We have to save some surprises for the day!” Arnault smiled.
In 1998, when the French football team won the World Cup, Yves Saint Laurent organised probably the most watched fashion show in history before the final.
This spring, LVMH has been slowly revealing the contributions of its various houses to the Games, generally called the JO in France. Menswear brand Tony Berluti will supply the ceremonial outfits for the French team's athletes at the Olympics; the medal trunks and torches have been produced by Louis Vuitton; and the medals themselves have been made by jeweller Maison Chaumet.
LVMH will now dress 515 volunteers who will wear the medals at each awards ceremony. The outfits will be inspired by the last time Paris hosted the Olympic Games in 1924, an era known as La Belle Epoque, which saw the birth of sportswear.
Both men and women will receive unisex sets as gifts: wide-leg beige trousers made from recycled fabrics, with a side stripe reading Cérémonie des Vainqueurs; roomy white polo shirts; and Gavroche caps, both made from fabrics provided by French start-up Weturn, a certified B Corp. They are expected to become collectors’ items. Each medal wearer will also receive makeup products from Fenty Beauty, another brand within the larger 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 will undoubtedly be, thanks to the incredible expertise of the houses of the LVMH Group… These Paris 2024 volunteers will have the opportunity to share an absolutely unforgettable experience alongside the athletes. Bravo and thank you!” said Tony Estanguet, President of Paris 2024, in a speech.
And, in a subtle play on branding, LVMH’s flagship brand, Louis Vuitton, will provide the monogrammed trays to carry each of the three medals: gold, silver and bronze. A clever way to flout the Olympic Charter, which restricts advertising at Olympic venues. Asked about those rules, Arnault, son of chief executive Bernard Arnault and a member of LVMH’s board of directors, joked: “Oh, people with a certain culture would probably recognize” the monogram, prompting reported laughter at the news conference.
Asked about the economic benefits of LVMH's very active sponsorship, estimated at around 100 million euros, Arnault noted that, based on past experience, the turnover of luxury stores during the Games in the host cities has not changed. “What is important is the effect on our image,” he stressed.
LVMH's M element will also be very active, with Möet et Chandon being the official champagne supplier for the games. The luxury giant has created three reception areas: La Maison LVMH, Le Club France and Le Parc des Champions under the Eiffel Tower.
This means that LVMH will be present at all the key moments of the Olympic Games, which will take place from July 26 to August 11.
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