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When Paris Haute Couture Week made an unprecedented schedule change to accommodate the 2024 Olympics, it was clear that the Games would have an impact on fashion. Several of the designers on the schedule had fun with the codes of the event. Maria Grazia Chiuri’s Greek goddess gown-heavy lineup at Dior even featured a gilded bodysuit worthy of a fleet-footed track star. And Thom Browne’s sporty sophomore couture outing included a tug-of-war on the runway, haute cleats, laurel and discus thrower references, and finale looks in gold, silver, and bronze.
launchmetrics.com/spotlightA look from Dior’s fall 2024 couture collection.
Filippo Fortis//LAUNCHMETRICS SPOTLIGHTA laurel-inspired headpiece from Thom Browne fall 2024 couture.
Now, just as the Olympics found its way into couture, fashion looks seem to be taking over the Olympics. And between its style-capital location and the number of luxury tie-ins, this might just be the most fashionable edition of the Games yet. Beginning with the Louis Vuitton trunk specially designed for transporting the Olympic torches, and extending to the podium. The official medals have been designed by the French jewelry house Chaumet and will be presented on a Louis Vuitton Damier-check tray.
Courtesy of the brand.Louis Vuitton’s Torch Trunk for the 2024 Games.
The ceremonies also promise to be major sartorial events. For the opening and closing celebration, Ralph Lauren is outfitting Team USA (and the pieces will be shoppable for those of us watching from our couches), while Berluti will be dressing the French team in tuxedo-inspired looks with thoughtful details, down to tags with a French-flag motif.
This year, Nike is providing an Athlete Bag with clothing, shoes, and accessories to each member of Team USA. The sports giant has also designed a Medal Ceremony Collection intended for athletes to wear on the podium.
Courtesy of the brand.Suni Lee in Skims’ Olympics campaign.
Skims, having previously created capsule collections for the Tokyo and Beijing Games, is providing underwear and loungewear for Team USA, complete with a campaign starring Olympic gymnast Suni Lee, Paralympic swimmer Jessica Long, and others. Meanwhile, athleticwear brand GK Elite is applying couture-like techniques to create Team USA Gymnastics’ Swarovski-bedecked uniforms.
Courtesy of the brand.Marine Serre x SSENSE.
Even more niche designers got in on the fun, too. For fashion girls who also follow the 100-meter dash, there’s Marine Serre’s collaboration with SSENSE. The designer took her well-known crescent moon logo and merged it with the Olympics’ overlapping rings on pieces that include a sporty headband ($65) and a $280 LBD.
Courtesy of the brand.A Nike look designed for Team USA.
That’s to say nothing of the umpteen Olympics-themed collections that are springing up. Omega, as the official timekeeper of the Games, is premiering several watch styles, while Pandora and Menē are unveiling jewelry collections to mark the moment. As one might expect, French labels are highly represented: Lacoste, Maje, and Sandro are among those launching ready-to-wear capsules. And come Fashion Month, we’ll surely be seeing yet another sports and fashion linkup, as these freshly victorious athletes make the rounds of the front row.
