Louis Vuitton has crafted a Medals Trunk that will carry the medals of the Paris 2024 Olympic Games. PARIS – Among the dozens of sponsors of this summer’s Olympic and Paralympic Games in Paris, one will be by far the most visible and influential: LVMH, the French luxury goods conglomerate. The company has invested €150 million (S$218 million) in the 2024 Olympic Games, a gamble for a brand that has long marketed its goods to the upper echelons of society.
And the company is not just putting its name on the event. It is putting its products, well, pretty much everywhere. Louis Vuitton created the trunk that carries the Olympic torch and the medal trays for the victory ceremonies.
Various other LVMH companies are involved as well. Jeweller Chaumet designed the medals, all of which will include a piece of wrought iron from the Eiffel Tower. Berluti, together with French fashion editor Carine Roitfeld, designed the outfits the French team will wear during the opening ceremony.
And Louis Vuitton and Sephora are in charge of the Olympic torch relay, which started on May 8 in Marseille, France, and ends on July 26 in Paris, when the Games begin. “This is the biggest event of our life in terms of commitment,” Mr Antoine Arnault, who is in charge of image and environment at LVMH, said at a conference about sports and fashion organised by The New York Times in Paris in July. He is the chair of Loro Piana and the oldest son of Mr Bernard Arnault, chairman and chief executive o.