Luxury Giant LVMH Takes Center Stage at Paris Olympics

With the Paris Olympics and Paralympics just around the corner, excitement is palpable across the globe and especially in the heart of France. Among the many sponsors for the Games, one is set to make an unforgettable impression—LVMH Moët Hennessy Louis Vuitton. With an investment of INR 1366.58 crore (€150 million), the French luxury goods conglomerate is stepping far beyond its usual high-end circles. Rather than just attaching its name to the events, the company is diving in headfirst, ensuring its products are front and centre. 

In a collaboration that marked LVMH’s Premium Partnership with Paris 2024, the group enlisted several of its Maisons to highlight France’s expertise during this global sporting event. Parisian jeweller Chaumet, a fixture at Place Vendôme since 1812, did just that. LVMH-owned Chaumet has become the first jeweller in the history of the Olympic and Paralympic Games to have designed the victory medals. Each hexagonal medal, made from gold, silver and bronze, has a wrought piece of iron from the Eiffel Tower.

After the medals, the group went on to lift the cloth from the four trunks designed for the upcoming Games. Two of these Louis Vuitton trunks are dedicated to carrying the medals of the Olympic and Paralympic Games Paris 2024, while the other two housed the Official Olympic and Paralympic torches. 

Since 1988, Louis Vuitton has been crafting trophy trunks for some of the world’s most premium sporting events, with its savoir-faire gracing notable occasions, including the Austalia Open, the Grand Prix de Monaco, the FIFA World Cup, the Ballon d’Or and the NBA Championship. For the 2024 Games, LVMH Moët Hennessy Louis Vuitton also introduced a slogan: “Artisans of All Victories”, linking the skill of artisans, the dedication of athletes and their common quest for success and performance.  

The torch trunks feature Louis Vuitton’s recognisable Damier canvas on the outside, a design that has been a hallmark since 1889, complemented by brass corners and clasps. Inside, the trunks are lined with black leather to protect the torches from scratches and to provide a contrast when the trunks are opened and display the embossed Paris 2024 logo. “Louis Vuitton and the Olympic and Paralympic Games Paris 2024 share common values such as the quest for excellence, creativity and beauty technique. Once again, victory travels in Louis Vuitton”, said Chairman and CEO of Louis Vuitton, Pietro Beccari, in the press release.

Finally, the medal trays and the unisex outfits for the medal bearers, selected from national sports federations across France, were revealed. To connect with the last time that the City of Lights hosted the Games, Louis Vuitton designed outfits inspired by the 1924 styles. These designs honoured the origin of sportswear, the debut of unisex fashion and the rise of feminism.

The 600 outfits, which include polo shirts and Gavroche caps, are produced from jersey fabric made from recycled textiles, incorporating offcuts from various LVMH Maisons. The polo shirts are produced in the Vosges region of France by Duval, a family-owned business with a long-standing partnership with LVMH. The pants are made by La Fabrique NOMADE, a non-profit organization that LVMH has collaborated with since 2019, helping refugee artisans integrate into the French market by utilizing their craft skills and.

“Through this contribution to the Victory Ceremonies we are showcasing the work of our artisans and the organisation with which we work, adding a special touch to this historic moment for the athletes, one of the most beautiful moments in their careers and a lifelong memory,” said Antoine Arnault, Image and Environment at LVMH, in the official statement. “As for each of our creations, we are tremendously proud to once again help make these Olympic and Paralympic Games ever more creative and sustainable.”