How LVMH Stamped Its Mark on the Paris 2024 Olympic Games

As a world leader in luxury and symbol of French savoir faire and craftsmanship, LVMH enjoys wide-reaching influence in multiple sectors of the luxury market: from fashion, jewelry and watches, to wines and spirits. The luxury group, which includes Louis Vuitton and Chaumet, has employed the creative talent of both Maisons for LVMH's role as the premium partner of the Paris 2024 Olympic and Paralympic Games.

The partnership demonstrates LVMH’s dedication to high-level sports and heightens the appeal of the Paris 2024 Olympic and Paralympic Games. LVMH also supports the social and environmental vision of Paris 2024 – their commitment to these goals can also be found in their collaboration, which focuses on sustainability, creativity and inclusivity.

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The trunks embody Louis Vuitton’s philosophy and design elements / ©Louis Vuitton

Louis Vuitton Designed Torches and Medals

Drawing upon a tradition of creating quality travel gear, Louis Vuitton has designed and crafted two trunks for the official Olympic and Paralympic torches and two trunks for the medals. The trunks represent the luxury brand’s slogan, “Victory travels in Louis Vuitton”.

In May, the Paris 2024 Olympic Torch was presented in its Louis Vuitton Torch Trunk on a 19th-century French ship in Olympia as it began its journey across the Mediterranean to France. The Olympic and Paralympic Torches will ultimately pass through over 10,000 torchbearers in the run up to Paris, including 30 Louis Vuitton and LVMH employees. 

Louis Vuitton’s high standards and everlasting dedication to excellence embody some of the values and principles the Maison shares with the Olympic athletes and Paris 2024. It is clear that no details were spared in the creation of these trunks, which were carefully designed to protect the medals and torches.

Each torch trunk can be unfolded into a presentation case which reveals the Paris 2024 logo. The exterior is covered in Louis Vuitton’s iconic Damier canvas (originally created in 1888), which also features on the designer’s trunks and handbags. The trunks come with brass protective corners and closures, which have been around since the 1850s.

The highly-coveted medals will also be protected, displayed and showcased in bespoke trunks designed by the French luxury fashion house. These are covered in the brand’s signature Monogram canvas and also feature the traditional brass corners and closures.

As an LVMH brand, a custom Louis Vuitton trunk holds all of the Olympic medals / ©Louis Vuitton

The medal trunks are inspired by Louis Vuitton’s beauty trunk, the Malle Coiffeuse, with a central section and two hinged “wings” that open to reveal the drawers that hold the 468 medals. The interior of the trunks is also lined in matt black leather and embossed with the Paris 2024 Olympic and Paralympic logos.

“We are honored and extremely proud to be part of the Olympic and Paralympic Games Paris 2024 with the mission of packing and presenting the defining symbols of Paris 2024: the victors’ medals and the torches of the Olympic flame,” said Pietro Beccari, chairman and CEO of Louis Vuitton. “For over 170 years, Louis Vuitton has been creating trunks that embody excellence, creativity and audacity, values we share with the world's greatest sporting events.”

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The trunks that present the Olympic tourches are branded with Louis Vuitton's signature Damier print / ©Louis Vuitton

Gold, Silver, Bronze and Paris: The Medals

The medals, the ultimate symbol of the Olympics, were designed by Parisian jeweler Chaumet, which has more than 200 years of experience in jewelry-making. This also marks the first time a jewelry brand has designed an Olympic medal, making it more desirable than ever.

The design of the Olympic and Paralympic medals pays tribute to both the talented athletes and this year’s host city. At the center of each medal is a hexagon, a symbol of France. So that each champion can carry a piece of France close to their heart, this has been cut from a piece of iron from the Eiffel Tower itself. 

The center is set inside the medal using a technique known as griffe setting, which Chaumet uses for precious gemstones in its high jewelry pieces. The hexagon is surrounded by rays, symbolizing the radiance and brilliance of France, the athletes and the craftsmanship behind the medals. These are designed to reflect light, serving as a reminder of Paris’s nickname, the City of Light.

The obverse of the medal is a nod to the history of the Olympic Games: the Greek goddess of victory, Nike, is depicted against the Acropolis leaving the Panathenaic Stadium, where the first modern Olympics were held in 1896.

The Paralympic medals were also given extra-special treatment, depicting a view of the Eiffel Tower from the bottom up. Moreover, the medals are engraved with universal braille, invented by the Frenchman Louis Braille.

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While the trays and trunks that present the medals is covered in Louis Vuitton's signature Monogram canvas and feature traditional brass corners and closures / ©Louis Vuitton

Medal Bearer Outfits Celebrate French Couture

LVMH and the Paris 2024 Organizing Committee also revealed the Louis Vuitton-designed outfits and medal trays for the medal bearers during the Victory Ceremonies. The designs represent LVMH’s commitment to circularity and sustainability: all outfits are made from materials that were sourced sustainably, such as recycled and upcycled textiles.

The outfits pay tribute to Parisian couture and 1920s silhouettes, a nod to when Paris last hosted the Olympic Games. Each medal bearer will wear a polo shirt, wide-leg pants and a Gavroche cap. The outfits celebrate France’s history, culture and social heritage, as the 1920s fashion represents the birth of sportswear and unisex styles. 

The medal trays – which were made by artisans in Maine-et-Loire, a region that specializes in leather goods – reference the torch and medal trunks, featuring Damier canvas and matt black leather interiors.

Tony Estanguet, president of Paris 2024, said: “Following the Olympic and Paralympic medals made by Chaumet, the trunks for the medals and torches crafted by Louis Vuitton, and the uniforms of French athletes for the Opening Ceremonies designed and made by Berluti, we are delighted with this new chapter in our partnership with the prestigious LVMH Group as we reveal the medals trays and outfits to be worn by medals bearers during the Victory Ceremonies.”

lvmh.com

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