Berluti Will Design Team France Uniforms for the Paris 2024 Olympics
Paris is gearing up to host the 2024 Summer Olympic and Paralympic Games, and luxury fashion will play a starring role. French heritage brand Berluti has been chosen to design the opening ceremony uniforms for the host nation’s Olympic and Paralympic teams.
The LVMH-owned label will craft tailored looks that encapsulate “the modern spirit of French elegance,” according to a recent announcement. Berluti’s creative studios will work closely with the French Paralympic and Sports Committee, French Olympic and Sports Committee and Paris 2024 organizing team.
While full details remain under wraps, the uniforms promise comfort and Berluti’s signature artisanal construction. They will likely showcase the brand’s expertise in leather goods and shoes. The designs are set to debut leading up to next year’s opening ceremonies.
Berluti Joins LVMH’s Olympic Lineup
Berluti’s role aligns with parent company LVMH’s partnership as a premium sponsor of the Paris 2024 games. The luxury conglomerate aims to tap its various maisons to contribute their savoir-faire to celebratory moments throughout the event.
Joining them on the roster are LVMH heavy hitters like Louis Vuitton, Dior and Moët Hennessy. Each brand is expected to unveil Olympic-themed initiatives and products in their respective fields.
This marks the first time LVMH has partnered with the International Olympic Committee. The sponsorship allows the group to showcase its artisanal heritage and ties to Paris on a global stage.
As Berluti CEO Antoine Arnault commented: “We aim to marry elegance with performance during the Opening Ceremonies…By bringing the full force of our company’s passion and stylistic expertise, we want to ensure that Team France, both the Paralympic and Olympic delegations, can be proud ambassadors for their country.”
A Storied History of Bespoke Craftsmanship
Founded in 1895, Berluti has a storied history of pushing sartorial boundaries through its bespoke shoemaking and leather goods. The Parisian house revolutionized patinas, developing over 120 custom colors for its iconic Alessandro shoes.
They were was also one of the first to use coveted Venezia leather, renowned for its buttery softness and hand-dyed hues. In recent decades, the brand has expanded into full leather ensembles with suits, outerwear, and accessories.
The maison embodies luxury craftsmanship, with every piece handmade by artisans in its Italian and French ateliers. Berluti has brought this meticulous, custom approach to various collaborations and celebrity clients over the years.
Most recently, the brand partnered with Japanese designer Yohji Yamamoto on a capsule of deconstructed footwear and leather goods. Berluti also famously designed a bespoke burgundy suit for Robert Downey Jr.’s titular character in the Marvel blockbuster Avengers: Endgame.
Berluti in the Olympic Spotlight
The Paris 2024 designs will bring the maison’s heritage of French luxury craft to the world’s biggest athletic stage.
The Olympic opening ceremonies represent a prime opportunity to showcase the brand’s expertise before a global audience. The parade of nations alone draws in hundreds of millions of viewers across over 200 countries.
As the host nation, France’s delegation takes center stage, entering the stadium last per tradition. This primes Berluti’s creations to make a bold final impression in a sea of national uniforms.
The partnership also allows the brand to tap into Olympic enthusiasm leading up to the games. Expect to see related initiatives like limited-edition products, athlete collaborations and marketing campaigns, driving brand awareness and sales by playing into the anticipation around Paris 2024.
Olympic Spirit in Luxury Fashion
Berluti isn’t the only luxury house getting in on the upcoming Olympic action. Parent LVMH has already announced special-edition Moët & Chandon champagne bottles to toast victories in Paris.
Legendary Swiss watchmaker Omega launched a new Seamaster timepiece honoring the games. The $8,700 stainless steel diver, with accents in 18K gold, features an engraved case back printed with the Paris 2024 emblem.
As the world’s premier sporting event, the Olympics provide luxury brands major opportunities for visibility and soft power associations with elite athletic achievement.
Expect more high fashion and horology maisons to unveil Olympic-themed products and initiatives as the Opening Ceremonies draw near. The historic return of the games to Paris promises to merge sportive spirit and French style for a spectacular global celebration.
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