Ralph Lauren, Louis Vuitton, Balenciaga at Olympic Games 2024, Pros and Cons. Story by Eleonora de Gray, Editor-in-Chief of RUNWAY. Photo Courtesy: Ralph Lauren / GettyImages / Beyoncé / LVMH / Philippe Servent / Balenciaga.
In the grand spectacle that is the Olympic Games 2024 in Paris, where athletic feats unite the world, we have an unexpected twist: the fashion world is sprinting alongside the sprinters. Ralph Lauren, the official outfitter of the USA team, is scoring gold with his wildly successful collections. Meanwhile, Louis Vuitton seems to think the Olympics are the perfect stage for a high-stakes game of “spot the logo,” turning the event into a massive product placement extravaganza. And then there’s Balenciaga, offering souvenirs that look like $5 keychains from a souvenir shop—but with a $200 price tag, because apparently, the logo adds a whole lot of “magic”. As we dive into the pros and cons of these iconic brands strutting their stuff on the international sports stage, let’s see if they score a perfect 10 or if they need to take a lap.
Ralph Lauren – Official Outfitter and Fashion Winner of Paris Olympic Games 2024
Ralph Lauren has continued its longstanding tradition of outfitting Team USA for the 2024 Paris Olympics, marking the 9th time the iconic brand has taken on this role. The uniforms for both the Opening and Closing Ceremonies are designed to blend classic American style with innovative, sustainable materials, reflecting both the brand’s and the athletes’ commitment to excellence and environmental responsibility.
The 2024 uniforms feature a prominent red, white, and blue color scheme, symbolizing both American and French national colors. A key innovation in this year’s collection is the RL COOLING technology, which helps regulate body temperature to keep athletes comfortable during high-stress moments. Ralph Lauren has introduced a “Villagewear” collection for athletes to wear off-duty. This collection includes more casual items like cable-knit vests, fleece baseball jackets, rugby tees, and USA-emblazoned sweatshirts, all made from recycled materials.
Ralph Lauren’s Olympic collection for the 2024 Games has been a runaway success, selling out almost instantly at his flagship stores in New York and Paris, as well as online. The Olympic collection is the most popular, with fans and supporters eagerly seeking out items to display their national pride. While the initial stock has been depleted, select pieces may still be found at some retail locations.
The Ralph Lauren collection presented multiple pieces from socks for $20 and t-shirts for $109 to jackets for $1200. When it appeared on Ralph Lauren online American store – all pieces, all sizes were gone in 4h (the most expensive ones gone first). Ralph Lauren presented collection with the prices for everyone. When this collection landed in Paris, it had exactly the same outcome – all pieces were gone in a few hours… Absolute success! Ralph Lauren, I’d say, is the official outfitter of us all!
The collection’s popularity is unprecedented – Beyoncé snagged an entire ensemble, and even Dr. Jill Biden got herself a jacket, couple of jumpers and the USA team pants. Clearly, everyone wants to be a part of this Olympic fashion moment with Ralph Laurent.
Beyoncé is in New York, and she is flaunting in her Ralph Lauren Team USA Olympic Games 2024 wear.
LVMH / Louis Vuitton / Dior official sponsors of Olympics 2024
The participation of LVMH, the parent company for Louis Vuitton, Dior, Moët Hennessy, and Chaumet, in the Olympic Games 2024 sponsorship was controversial. The Olympic Games is a public event for all, not just the wealthy. LVMH provided €150 million ($166 million) for premium partner status. Antoine Arnault, handling the deal, demanded that the Seine banks, podiums, and runways at the opening ceremony be covered with giant Louis Vuitton logos. Medals were to be presented on trays with Louis Vuitton logos, and medals and trophies were to come from Louis Vuitton trunks. These were to be filmed by a major French TV channel covering the Olympics. However, the TV channel has focused on happy athletes with medals, not showing the branded trunks or trays.
Dior dressed select athletes, not entire teams, focusing on chosen champions. Moët Hennessy sponsored private luxury events with no public involvement. Traditionally, torch bearers participate in public activations to symbolize engagement with everyone. However, LVMH opted for a “rich and famous activation,” hosting a private party where the Olympic flame was touched by select individuals for a fee.
Did I first have to say “Eww”? And also I’m still wondering: did these selected “rich and famous” people actually get “activated”? And what for?
Key Contributions negotiated by LVMH
Louis Vuitton:
Medal and Torch Trunks: Designed trunks to carry and display the Olympic and Paralympic medals and torches. These trunks feature Louis Vuitton’s iconic Damier and Monogram canvases.
Medal Trays: Created special medal trays for the winners’ podiums, showcasing wealth and luxury of Louis Vuitton.
Dior:
Athlete Outfits: Provided ceremonial attire for the selected French athletes (primarily champions).
Moët Hennessy:
Hospitality: Supplied wines and spirits, including iconic brands like Dom Perignon, for hospitality private luxury events.
Chaumet:
Medal Design: Tasked with designing the Olympic and Paralympic medals, reflecting its rich history and expertise in fine jewelry.
LVMH issued communication about their participation. “You are never served better than by yourself” (this is actually a French Proverb)…. “Louis Vuitton is contributing to the Olympic and Paralympic Games Paris 2024 with bespoke versions of its iconic trunks to safeguard unique symbols of the Olympic Games. The Medals Trunks safeguard and showcase the medals designed by Chaumet, while the Torch Trunk housed the Olympic Torch during its journey across France to Paris. The trunks are covered in Louis Vuitton’s iconic Monogram and Damier canvases respectively, embodying over 170 years of savoir-faire. Louis Vuitton is proud to figure at the heart of the Olympic and Paralympic Games Paris 2024 Opening Ceremony through three breathtaking scenes, from the rooftops of Paris to the workshop where Louis Trunks are crafted and the Seine, showcasing 170 years of savoir-faire.”
When I read LVMH’s communication, it feels like they’re describing a completely different event, not the Opening Ceremony of the Paris Olympics. Another level of “Eww” comes from the bizarre video mash-up featuring Louis Vuitton trunks, a performance on Pont Neuf (place between Louis Vuitton’s headquarters and Samaritaine), and an emerging designer, Charles de Vilmorin (LVMH choice I presume), who featured a “Ménage à trois” theme. Not a single media outlet mentioned this video or live performance.
“During the Opening Ceremony route and in particular at the Pont de la Concorde, transformed into a prestigious hospitality venue, and throughout the Games, Moët Hennessy’s wine and spirits Houses are providing products for hospitality programs, bringing guests exceptional tasting experiences,” – another part of LVMH pamphlet. I’d like to add here that this “prestigious hospitality venue” proposed €9,500+VAT per person for a ticket (we received the proposition with all prices).
LVMH’s role in the opening ceremony of the Paris 2024 Olympics has caused tensions due to its dominance over the event’s organization.
Obviously for opening ceremony banks of Seine were not covered with logos of Louis Vuitton.
The luxury group’s extensive involvement, from designing athletes’ outfits to executing various ceremonial elements, has sparked concerns among organizers and government officials about LVMH’s control and the commercialization of the Olympic Games.
This is a sporting event, not a branding platform. Antoine Arnault wanted complete control over the Olympics in Paris, impacting key decisions and planning. This led to friction with the organizing committee and government officials, who felt they were losing control over the event’s direction. Officials worried that LVMH’s branding would overshadow the sporting essence of the Olympics. I have a certain feeling that Antoine Arnault forgot that macho-vacho posturing does nothing for product desirability – quite the opposite. And that’s exactly what happened.
Drug Race runway show and Naked Blue Man
According to information shared with us by the organizers of the opening ceremony, there was supposed to be a runway show presenting a special “sports” collection by Pharrell, with crocodile bags for Louis Vuitton Millionaires, I presume. He presented this “special edition” just day before.
Instead… Thomas Jolly, the artistic director for the Paris 2024 Olympics, decided to showcase fashion decadence by bringing Drag Queen dancers to the runway, depicting a Dionysian feast that celebrated diversity and festivity. The organizers supported Jolly, stating that the ceremony was meant to reflect a celebration of humanity, inclusivity, joy, and the diverse culture of France. The inspiration for this scene was the painting “Feast of the Gods.”
Enter Philippe Katerine as the “Naked Blue Man,” portraying Dionysus, the Greek god of wine and ecstasy, in the most wacky, wonderful, and rule-breaking moment of the Olympic opening ceremony. He poked a finger in the eye of global audiences, especially LVMH. Singing, he questioned, “Where to hide a revolver when you’re completely naked?” while pointing down to his groin. “I know where you’re thinking. But that’s not a good idea.” He continued, “No more rich and poor when you are naked. Yes.”
LVMH – the Artisan of All Victories, or marketing a memorable milestone in their history
The Olympic Games are all about inclusivity, not selectivity. The spirit of “No more rich and poor” ensures that everyone is equal, with no separation. For the first time, LVMH participated as a sponsor, and their demands to turn the Opening Ceremony into a “Branding LVMH Ceremony” were met with understandable disdain. Unlike Coca-Cola, Omega, and other long-time sponsors who have always loved the inclusive nature of the Olympics, LVMH’s actions sparked controversy.
Antoine Arnault wanted to completely take control of the Olympic Games in Paris, with disregard to other major sponsors, impacting key decisions and planning. His demands were refused.
“LVMH has once again demonstrated the creativity deployed for its partnership with Paris 2024 by presenting an outfit that combines exceptional savoir-faire and creative circularity as well as medals trays designed by Louis Vuitton,” – reads communication on LVMH website. Do you, guys, have tickets to come to see these trunks and trays? And do you take special fee “to touch”?.. once again…
Official outfitter of French team is Le Coq Sportif, despite announces of LVMH. Official French team outfits can be purchased HERE.
And by the way, did you see, Mr Arnault, your trays or trunks on TV at the games when the medals were given to the champions? They were carefully avoided by the cameras. Does it say anything to you?
The controversy culminated in some bizarre dinner arrangements. LVMH hosted an exclusive prelude event at the Foundation Louis Vuitton, filled with celebrities and Michelin-starred cuisine, which felt like an alternate universe’s “LVMH State Dinner.” This ostentatious display was an absurd parody of itself, overshadowing the inclusivity the Olympics stand for.
Yep…. and this is exactly the note I’d like to finish this chapter about how LVMH participates as a sponsor of Olympic Games Paris 2024.
Balenciaga Souvenirs or “Mall Junk” for $600
Well… let’s wrap this up on a completely absurd note. Who on earth told Demna, the creative director of Balenciaga, that “mall junk” souvenirs were the way to shine at the Olympic Games? The results are hilariously ridiculous. Normally, we wouldn’t spend more than $30 on these trinkets—okay, maybe $50 if we’re buying keychains for Aunt Sue, Uncle Bob, and their five kids, plus a few silicon bracelets with “I love Paris” and some totes saying “Belleville.”
But here’s the kicker: those charming souvenirs that you can snag for $5-7 in any Parisian shop suddenly skyrocket to $195 and up just because they sport the Balenciaga logo. At the Balenciaga store on Avenue Montaigne and online, these prices can even reach a staggering $600.
So there you have it. We end our tale with the craziest con of all, served up just in time for the Olympic Games in Paris 2024. If you’ve ever wanted to feel like a true Olympic champion in wasting money, Balenciaga’s got you covered.
