How Fashion is Influencing the Olympics

Let the games begin! With the Paris Olympics just weeks away, the world once again turns their eye to the City of Lights. And while the world’s top athletes are in Paris to show off their respective talents, the world’s top fashion brands are also making a play for center stage.

The Paris Olympics transcend sports to become a global celebration of creativity, innovation, and cultural exchange, and fashion brands play a pivotal role in this spectacle. Luxury brands have long been at the center of the Olympics, and this year is no exception. LVMH’s portfolio, including Louis Vuitton, Dior, and Moët Hennessy are all serving as official sponsors.

Kim Kardashian’s SKIMS will be marking their third collaboration with Team USA, after the success of the 2020 Tokyo Summer Olympics and the 2022 Beijing Winter Olympics. A champion for inclusivity, this year’s SKIMS collection will include SKIMS Mens, SKIMS Swim, and SKIMS Adaptive.

This year, we’re also seeing the rise of unofficial sponsors. The International Olympic Committee (IOC) has relaxed their previously strict rules surrounding athlete endorsements in an effort to bring even more attention to the Games.

From haute couture to athletic wear, sustainability to digital innovation, brands seize the opportunity to shine on the world stage. What are you looking forward to most for the Olympics this year?