There will be a couple of unexpected stars at this year’s Paris Olympics: Louis Vuitton and Christian Dior.
LVMH, the conglomerate behind the brands — as well as Moët and Chandon, Sephora, Tiffany, and more — is one of the games’ major sponsors, meaning the athletes will be decked out in, sipping, and winning the best of the best.
The French company, led by one of the world’s richest men, Bernard Arnault, spent a reported $160 million — in total sponsoring the games in its hometown of Paris, known for its chic fashion houses. Some of that money went into custom wear for the athletes, medals for the ceremonies, and other custom products.
The sheer volume of luxury names owned by LVMH helps their presence across the massive event, from bars to bling. “They’re able to have Moët Hennessy at these hospitality moments, they can have some of their jewelry houses looking after the medals,” Ellie Thorpe, the global director for Kantar BrandZ, told Business Insider. “There are lots of different ways that they can have that portfolio tap into their audiences.”
The hope is that, in return for the sponsorship, LVMH not only gets brand exposure, but also gets in the good graces of the public — some of whom have turned against the excess of luxury in recent months.
“At a time of challenging cost-of-living and inflationary pressures, this partnership could go a long way in reminding people why LMVH brands are worth paying for,” Thorpe wrote in a recent report.
Here’s a look at the luxury wares that LVMH has created for the event:
Berluti created suits for Team France.
For the opening ceremonies of the Olympic and Paralympic Games, French athletes will wear suits by the luxury house Berluti, known for its fine shoes and menswear. A suit from Berluti starts at $4,710.
Chaumet medals were designed with France in mind.
Storied French jeweler Chaumet designed the medals for this year’s Olympic games. The medals feature a hexagon to represent France and a piece of iron from the Eiffel Tower.
Custom Louis Vuitton trunks will hold medals and the torch.
Louis Vuitton has manufactured trunks in the brand’s signature checkered print to hold the Olympic torch and Olympic medals.
Medal-bearers will also wear custom designs.
The 600 volunteer medal-bearers will wear LVMH-designed looks inspired by the 1924 Olympics in Paris. They will carry trays created by Louis Vuitton that will hold the medals.
Dior has assembled its own “Dream Team.”
Dior is sponsoring 15 Olympic and Paralympic athletes, including American soccer star Alex Morgan and Jamaican sprinter Elaine Thompson-Herah.
Louis Vuitton has also sponsored a number of athletes.
The conglomerate’s namesake Maison counts French rugby player Antoine Dupont and swimmer Léon Marchand among its partner athletes.
The post Take a look at the luxury items LVMH is custom-making for the Paris Olympics appeared first on Business Insider.
