Ready, Set, Mode: Is This The Most Fashionable Olympics Yet?

This year marks the first time that a jeweller, in this case Chaumet, will design and create the Olympic medals. From its central Paris HQ, the design team set about creating medals that celebrate creativity and passion, looking to its own design legacy and that of its home town. The resulting design is classic yet contemporary and embraces the same focus and attention to detail that is needed to win such a prize.

As one of LVMH’s biggest brands, it was inevitable that Christian Dior would throw its hat in the Olympic ring. Its engagement centres around a curation of international athletes as ambassadors ‘who embody ultimate audacity and are driven by a desire to surpass oneself,’ the house says in a statement. Those chosen include Team Jamaica sprinter Elaine Thompson Herah, French boxer Estelle Mossely and long-time friend of Dior, Italian Paralympic fencer Bebe Vio. ‘More than ever, these passionate alliances shine with the excellence and unique values cherished by Dior, driving the world of sport and design alike,’ Dior says.

As official timekeeper of the Olympic Games, few brands play a more pivotal role than Omega when it comes to all 32 sports on display. For the 2024 games, it promises to bring its role into the future with the most advanced technologies it has ever delivered. Not in Paris? No worries, those of us in London can visit its takeover at Selfridges’ Corner Shop until August 8, while in Paris it will open the Omega House to host special events with its global ambassadors. Those wanting to take it a step further could consider buying its limited-edition Seamaster.

At the Games, Louis Vuitton holds the title of ‘the artisan of all victories’ and having created a bespoke trunk to protect the Olympic flame, the house steps up to the podium in designing the medal trays which will host the gold, silver and bronze prizes before being given to the winning athletes. These unique pieces have been crafted by expert Louis Vuitton artisans at the Beaulieu-sur-Layon workshop in the Maine-et-Loire region and are covered in the historic and recognisable Damier canvas.

Kenzo’s artistic director Nigo has designed kits for the French judo team to wear during its summer of competitions, including the Olympic games. The suits bring together the house’s Japanese origins with a Kimono-inspired suit that was first unveiled during the AW23 show.

Revealed in June at the Emporio Armani show in Milan, Giorgio Armani is the man behind Italy’s sleek kits blending its red, white and green flag colours with classic Armani navy. ‘My partnership with CONI (Italian National Olympic Committee) and CIP (Italian Paralympic Committee) dates back to 2012. ‘Seeking new solutions for the athlete’s kit, which must blend elegance with practicality, is always an exciting challenge for me,’ Armani says. ‘For Team Italy in Paris, I have created functional yet stylish garments, designed to catch the eye and foster a powerful sense of belonging in our athletes.’

The Oxford Street behemoth proves you don’t have to be in Paris to get on the inside sporting track. In typical all-in fashion, the store’s spaces have been transformed into a sporting venue that speaks to our summer of sport. Head to Selfridges London or Birmingham to take on a 40ft climbing wall by PLAYLAB, enjoy appearances from a range of superstars including David Beckham and Ellie Simmonds, while the landmark windows embrace the team spirit by showcasing sport through an all-new creative lens. Plus, there’s really great merchandise on offer, which will take on sportswear from the likes of Lacoste, Champion and Nike. Talk about winning.