The Summer Olympics in Paris kick off next week, and the build-up has shaken up the fashion capital. Catwalk shows have been canceled or postponed, and many brands and buyers have stayed away this season due to logistical issues and higher costs. Despite these challenges, the fashion world continues to position itself firmly at the intersection of sport and culture.
Home game for LVMH
LVMH, the luxury group, is prominently present as a partner of the Olympic and Paralympic Games in Paris. Louis Vuitton made the case for the Olympic torch that was brought from Athens. More than 200 employees of the group, from the stores and workshops of the brands, carry the Olympic flame throughout France. Fashion brands such as Berluti, Dior and the luxury department store La Samaritaine also combine their events with art, sport and Olympic values.
Route at Berluti
In addition to dressing the French national team for the opening ceremony, Berluti collaborated with artist Mathieu Forget. The dancer, choreographer, acrobat and photographer created an immersive journey through a series of photographs that combine movement, sport and fashion. This unique exhibition will be available until 9 September 2024 in the store at 9 Rue Faubourg Saint-Honoré.
Dior
The Dior Gallery presents a series of photographs of the house’s sports ambassadors. The exhibition will run from June 19 to September 9, 2024 at 11 Rue François Premier. Dior’s couture collection celebrates the Olympic spirit with bodysuits, knee-high sandals and pleated dresses, inspired by the ancient Greek wardrobe. Also of note is the menswear collection designed by racing driver Lewis Hamilton, who is a brand ambassador and guest designer for Dior.
Louis Vuitton
LV Dream invites you on an immersive journey on the Pont Neuf bridge, where a selection of archive documents, photographs and previously unpublished objects relating to Olympic disciplines will be on display. From 18 June to 31 December 2024 at Quai de la Mégisserie in Paris.
“La Malle Courrier” at the Louis Vuitton house in Asnières opens its doors to visitors for the first time with an exhibition of trunks and chests, including the chest for the Olympic torch. It can be visited from April 2 to December 31, 2024, 18 rue Louis Vuitton, Asnières.
In honor of the Olympic torch relay, Fondation Louis Vuitton is exhibiting works by five artists: Abraham Poincheval, Andreas Gursky, Roman Signer, Omar Victor Diop and Jean-Michel Basquiat. From May 7 to September 9, 2024 on Avenue du Mahatma Gandhi.
Nike
Nike is teaming up with the Centre Pompidou during the Olympic Games. The exhibition ‘The Art of Victory’ will run from 24 July to 11 August and will highlight the development of the Nike Air sneaker. The sports company will also occupy the museum’s façade and add animations.
Just in time for the Games, Nike is launching its third capsule collection with French designer Simon Porte Jacquemus. The accompanying short film “J’aime Paris” brings together celebrities such as Juliette Binoche and Serena Williams.
Decathlon
As an official partner of the Olympic Games, Decathlon will host sporting events at Parc de la Villette from 27 July to 11 August. The Decathlon Playground combines sport, art and culture. Visitors can watch competitions on giant screens, take part in sporting activities and interact with Decathlon x Paris 2024 Team athletes. Live concerts, artistic performances and immersive installations are also announced.
Exhibition “Fashion in Motion” at the Palais Galliera
Since June last year until September 7, 2025, the exhibition ‘Mode en mouvement’ is on display at the Palais Galliera. This exhibition examines clothing for sports and everyday use, and draws attention to the evolution of sportswear in the everyday wardrobe. It features pieces by Chanel, Sonia Rykiel and Yohji Yamamoto, and is shown in three parts for conservation reasons.
Havaianas
Havaianas is opening a 149-square-meter pop-up store in Paris from June 25 to August 31. Visitors will be immersed in the brand’s sunny world, with a rainbow wall of flip-flops and a sun sculpture of 478 flip-flops. Screens show images of Copacabana Beach, making visitors feel like they’re in the Brazilian summer.
Maya
A few days before the Games, French brand Maje opened a pop-up at Galeries Lafayette, dedicated to its latest sports collection “Club Saint Honoré”. This capsule, inspired by athlete Elodie Clouvel, is available until 30 July.
Ethical fashion triathlon
The Ethical Fashion Triathlon from 15 July to 15 August 2024 challenges participants to create wearable artwork from recycled sportswear. This initiative promotes awareness and innovation in recycling, especially for the Olympic and Paralympic Games Paris 2024.
Spot24
Spot24, an exhibition at the foot of the Eiffel Tower, highlights the connection between sport and urban culture, with new Olympic sports such as sport climbing, BMX and skateboarding. Many works and archival items come from the collection of the Olympic Museum in Lausanne.
This article was created with the help of Florence Julienne, Julia Garel, Sharon Camara and Weixin Zha. This article was previously published on FashionUnited DE. Translation and editing by Susan Zijp.
Source: fashionunited.nl
