for the first time…

…a luxury brand actively contributed to the cultural resonance of the Games. The company bridged the arts, sports, and Olympic values, showcasing LVMH’s vibrant creativity and the craftsmanship of its artisans, and elevating the overall experience of the Games with a unique cultural agenda.

The most special contributions from LVMH included designing the French outfits for the opening ceremony as well as the Olympic and Paralympic medals by its Maison Chaumet. It is the first time a jeweller has been tasked with creating the medals, which embody French savoir-faire and the creativity of Chaumet’s design studio. The medals feature iconic symbols of France and Paris, including a perspective view from the Eiffel Tower, and are engraved in Braille.

As the only luxury brand among the premium partners, LVMH underscored the elegance and style of France. The partnership [valued at around €150 million] was seen as a natural fit given LVMH’s status as a symbol of French luxury and its commitment to showcasing Paris on a global stage. In preparation for this grand spectacle, LVMH organised cultural paths across its flagship stores to attract tourists and showcase the blend of art, sports, and culture.