As the world anticipates the Paris Olympics this summer, the organizing committee has unveiled a brand strategy that intertwines the grandeur of athletic achievement with the elegance of luxury. Louis Vuitton, the iconic French fashion house, reinforces Paris’s status as the global fashion capital and a reflection of cultural pride.
In a move that marries tradition with luxury, Louis Vuitton will play a pivotal role in the Olympic Games by presenting medals to the winning athletes on bespoke trays adorned with the brand’s signature motifs.
Crafted by skilled artisans in the Maine-et-Loire region, these trays exemplify Louis Vuitton’s commitment to excellence and timeless design. The trays’ exteriors showcase the classic Damier canvas, a pattern first introduced in 1888, while their interiors are lined with matte black leather, evoking the sophistication of the Louis Vuitton “Torches and Medals” Trunks.
This blend of historical design and modern luxury not only enhances the medal presentation but also subtly underscores the fusion of athletic excellence and fashion.
Louis Vuitton’s heritage is deeply rooted in the creation of luxury trunks designed for transporting goods with unmatched elegance and durability. Since the 19th century, the brand has been celebrated for its expertly crafted trunks, which were originally used by travellers to carry their belongings safely and stylishly across the globe.
This tradition of excellence in craftsmanship is echoed in the design of the Olympic trays, which will transport medals in a manner befitting their significance. The trays, much like the iconic trunks, symbolize the meticulous attention to detail and quality that Louis Vuitton is known for.
Louis Vuitton’s influence extends beyond the medal trays to the very uniforms worn by the medal bearers. The unisex outfits, consisting of a polo shirt, loose pants, and a gavroche cap, draw inspiration from the 1924 Paris Olympics, blending historical elegance with contemporary style.
