Fashion Olympics: Who Brings Home the Gold?
At the Paris 2024 Olympics, brands combined national pride with profit, blending fashion and performance to captivate consumers.
by Kailey Correa
Viewers were tuned in at the 2024 Paris Games this summer for more than just the extraordinary athletics. The fashion and theatrics captivated the audience and emphasized the allure of the prestigious sports competition. The glitz and glamor that adorned many nations’ best athletes turned heads this season—fitting for the fashion capital of the world. The Paris Olympics created an unprecedented opportunity for fashion brands to align themselves with the spirit of the Games, enhancing visibility and engaging with consumers.
LVMH, the largest luxury conglomerate, home to labels like Louis Vuitton, Dior, Chaumet, and Tiffany & Co., was the premium partner for this year’s iteration. This partnership was the first time a high-fashion company has backed the Olympics. The sponsorship, costing $163 million USD, meant that these heavyweight labels made a statement throughout the Games. Notably, LVMH designed the trunks housing the medals and torches for both the Olympics and Paralympics, showcasing the timeless LV Damier Ebene Checkerboard canvas as the foundation for the world’s greatest winners.
The opening ceremony set the stage for a fashion spectacle, with countries collaborating with renowned designers to create inspiring looks. Mongolia’s outfits were designed by sisters Michel and Amazonka Choigaalaa, incorporating the traditional Mongolian deel to pay homage to the country's heritage. Stella Jean led Haiti’s design, featuring chambray shirts and full skirts adorned with Philippe Dodard’s artwork. Despite having just seven athletes, Haiti’s striking ensemble stood out. Other notable designers included Ralph Lauren, who crafted Team USA’s ensemble with a classic, preppy uniform look, and Lululemon, who designed red-patterned prints for Canada’s athletes.
Fashion brands like Gucci, Adidas, and Nike launched limited-edition lines that incorporated Olympic colors, symbols, and themes. J. Crew teamed up with the USA Swim team to create navy jackets and swimsuits, while Suni Lee modeled LoveShackFancy’s latest red, white, and blue sundresses, proving she could perform gymnastics in style. A standout favorite, SKIMS, focused on post-competition attire, featuring tank tops, lounge pants, and undergarments modeled by stars like Suni Lee, Gabby Thomas, and Caleb Dressel. These limited editions created a sense of exclusivity and urgency, encouraging fans to purchase items before they sold out.
The Paris Games represent a unique intersection of athletic performance, fashion, and business, with brands achieving remarkable success. In just the first week, internet searches for Louis Vuitton increased by 43%. The brand gained $53 million in Media Impact Value (MIV), which measures the impact of a brand’s marketing activities and calculates its return on investment. Nike and Adidas also earned upwards of $41 million each from their athletic sponsorships. Ralph Lauren’s use of stars like Billie Eilish, Simone Biles, and H.E.R. gained them millions in MIV.
There is no better commercial market than the Olympics, where brands employ product placement in one of the most televised events of the year to earn revenue. The Paris 2024 Olympics stand as a testament to the role that style plays in sports. This blend of competition and creativity enhances the viewing experience while showcasing how fashion can elevate athletic achievements. The remarkable theatricality of the Paris Games will resonate long after the last event, setting a new standard for Olympic fashion.
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