A HIGHLIGHT OF FASHION AT THE 2024 PARIS OLYMPIC AND PARALYMPIC GAMES
By: Prachi Khatri
With the sportswear market predicted to reach $231.7 billion by the end of 2024, luxury brands have tapped into the wave of athletic wear through collaborations and new collections. It was no surprise to see the 2024 Paris Olympics presenting a luxury makeover considering the history of fashion in the city of love.
Image Source: Chris Karidis / @chriskaridis
At the summer Olympics many athletes were seen in the most elite gear flashing brand names that years ago would have been unlikely to be affiliated with sports. Probably amongst the greatest proliferation of any Olympics games was the Louis Vuitton trunks housing the torches and medals.
Louis Vuitton Moët Hennessy (LVMH) is said to have invested a whopping $163 million USD in the Paris 2024 Olympic and Paralympic Summer Games. Taking centerstage, this is the first ever luxury brand to be an Olympic sponsor. Olympics may be over but here is a glimpse of the luxury brands that elevated the sports outfits and shined in the Paris Olympics and Paralympics this summer.
Though the relationship between luxury brands and athletics is not new, 2024 Paris Olympics witnessed a new evolution as many competing athletes wore high end fashion sportswear like never before. The presence of fashion is changing the way we perceive sportswear as not just functional but a symbol of prestige and culture. Paris is known for its Haute Couture fashion houses, which made this year’s Olympic Games the perfect destination for high end designers to pull out their creative hats and curate sporstwear not only appealing to athletes but also to fashion enthusiasts.
As the Olympics Games are seen all over the world, it is natural for people to pay more attention to what athletes are wearing.
Louis Vuitton sponsored several athletes including Rugby player Antoine Dupont, swimmer Léon Marchand and tennis star Niomi Osaka. Dior sponsored 15 Olympic and Paralympic athletes including American soccer player Alex Morgan and Jamaican sprinter Elaine Thompson-Herah.
The French Olympics and Paralympics team was dressed and styled by Berluti, owned by LVMH. The opening ceremony of 2024 Olympics featured 3000 costumes, mostly created by Dior, Louis Vuitton and 15 emerging designers. With a strong focus on sustainability, most uniforms included vintage, second-hand and upcycled looks, that will be repurposed afterwards.
The Paris 2024 Paralympic Games begin on August 28 and end September 8. They will include more than 4,400 athletes from around the world, competing in 549 medal events and showcasing 22 individual and team sports. With much more open conversation about inclusivity, it is exciting to see how many brands are also participating in the Paralympic Games.
Adaptive clothing is clothing designed around the needs and abilities of people with varying degrees of disability. Athletes participating in Paralympic sports often require uniforms designed uniquely for them.
For the Paris 2024 Paralympics Addidas outfitted the following teams: Great Britain, Germany, Poland, Cuba, Turkey Philippines and Ireland. Certain design considerations were specific to Paralympic athletes and were designed in consultation with athletes as well as organizations that specialize in adaptive clothing.
Canadian Paralympic athletes had their kits designed by lululemon a globally recognized Canadian athleisurewear brand. To understand each athlete’s unique physical and mental needs during the Games, and in the spirit of collaboration, the lululemon design team included their athletes in the design process. This resulted in product testing and feedback sessions with 19 Canadian Olympic and Paralympic athletes across 14 different sports. The two adaptive styles, the Seated-fit Carpenter Pant and the Seated-fit Packable Rain Poncho were intentionally designed to deliver functionality and comfort in a seated position for athletes in wheelchairs.
Paris 2024 Olympics and Paralympics may be remembered as the moment when fashion truly became a part of the Olympic spirit and pride where fashion influenced the elevated sportswear aesthetics.
Cover Image: Bo Zhang / @bozh_ntu