Fashion Wins Gold: Luxury Takes Center Stage at Paris 2024

The medal tables at the Paris Olympics are almost tallied, but the unofficial winner of 2024’s Games has to be luxury fashion.

Discussion of the athletes’ sartorial style has dominated the conversation surrounding this year’s Olympics, with Mongolia’s kit by couture house Michel & Amazonka capturing global attention even before the games began. Inspired by Mongolia’s Naadam Festival, the kit blends traditional craftsmanship with clean, genderless shapes finished with detailed gold embroidery, resulting in something akin to a luxury streetwear capsule.

Other notable fashion moments included Jordan Chiles receiving her gold medal wearing diamond-studded grills by Jimmy Boi, and the sharpshooter Kim Yeji becoming a viral style icon with her minimalist black Fila jacket, futuristic-feeling shooting glasses, and notably cool demeanour.

One reason for fashion’s outsized presence at the 2024 Olympics could be an exclusive sponsorship deal with the world’s largest luxury conglomerate, LVMH, reportedly worth €150m ($166m). As a Premium Partner of Paris 2024, LVMH drew on the savoir-faire of its Maisons to emphasise the nation’s rich history of couture, described by Harold Koda as “a dream of quality in an era of industry.”

The entire LVMH empire dominated the event, with several iconic brands playing high-profile roles during the defining moments of the festivities. This year’s champions celebrated with Moët Hennessy champagne; the medals were designed by LVMH-owned Chaumet and housed in signature Louis Vuitton checkerboard trunks.

The LVMH Olympic partnership has shaped France’s national identity on the global stage, with Paris as the epicentre of luxury goods past and present. The collaboration suggests a level playing field between sport and luxury, with shared values of excellence, precision, and dedication.

Image Credits: Michel & Amazonka, Korean Sport & Olympic Committee, LVMH/Moët, Paris 2024/Chaumet, LVMH