From the recent Euro Championships and Wimbledon to the upcoming Olympic Games, summer 2024 is well and truly the season of sport. Several of the leading luxury houses have taken inspiration from the sporting events, we discover the latest collections below.
Dior
Dior
The 2024 Olympic and Paralympic Games will take place in Paris this July and a number of luxury brands are marking the occasion in their own way. Parisian brand Dior is one of those weaving new dialogues with fascinating international athletes.
The house has selected a series of athletes as new ambassadors to represent the brand over the summer of sport. The chosen athletes are fencers Sara Balzer, Misaki Emura, Arianna Errigo, Rossella Fiamingo, Andreea Mogoș, Loredana Trigilia, Beatrice Vio Grandis and Alice Volpi; judoka Clarisse Agbégnénou; swimmer Emma McKeon; surfer Carissa Moore; football player Alex Morgan; boxer Estelle Mossely; skateboarder Louise-Aïna Taboulet and sprinter Elaine Thompson-Herah. Each of the women appears in a new impactful campaign that will support the brand’s latest collections.
Lacoste
Lacoste has unveiled a new “Olympic Heritage” collection in tribute to the 1924 Paris Games, inspired by the legendary Olympics that took place in the same city 100 years ago. The capsule collection, comprising eight pieces reinterprets the graphic heritage of the historic 1924 event, infusing it with vintage style codes across a varied range of iconic clothing and accessories.
The collection features sports-inspired essentials from a polo shirt, to a cap, to a waterproof jacket, each embodying the shared values of the Crocodile brand and the Olympic heritage.
Designed for all generations, the “Paris 1924” collection can be discovered online on Lacoste’s digital flagship and on the Olympic Shop. It is also available in-store at Lacoste Arena, the brand’s flagship store located in the heart of the Champs-Elysées, as well as in the Marais boutique in Paris, on rue Vieille du Temple, within a space themed in the colours of “Paris 1924”.
All Lacoste stores in the Paris region and in the host cities of the events will also feature pieces from this unique collection. Finally, an exclusive “Paris 1924” pop-up store will open its doors on August 1st for one month at Charles de Gaulle Airport, Terminal 2E, Gate M.
Jacquemus
Jacquemus is continuing its long-standing partnership with Nike with the Spring 2024 collection, which features women’s and unisex ready-to-wear pieces including T-shirts, a hoody and sweatpants, as well as a new J Force 1 and the Le Swoosh Bag, which has been imagined into a handbag for the first time.
“Late in 2020, when we started to work on Le Swoosh bag, I was obsessed with the Swoosh itself, on its own. It’s a unique logo, I wanted to reinterpret it and make it minimal and all about it,” says Simon Porte Jacquemus. “Plus, I always love to work on unique shapes when it comes to bags, and not thinking only about its utility. I wanted a statement accessory that represents Nike at its purest: the iconic Swoosh itself.
For their Spring 2024 campaign, Nike and Jacquemus have enlisted track and field world champion, Olympic hopeful, Nike athlete, and one of the most stylish and fastest women in the world, Sha’Carri Richardson.
When asked about the moment he knew he wanted to work with Sha’Carri, Jacquemus says, “I was amazed by Sha’Carri’s performance in 2023 in Budapest when she became the world champion of the women’s 100m.
I also loved how she kept her own style and was so fierce and unique when she was competing, regardless of the rules of dressing and uniforms. It’s so powerful to be your own self in the athletic world! I instantly wanted to collaborate with her.”
Brunello Cucinelli
With Wimbledon kicking off in London this month and many other tournaments set to take place over the summer, Brunello Cucinelli has created a tennis sets capsule collection which celebrates the meeting point of fashion and the historic sport. Designed for those who play or who hang out at the local tennis club.
The collection features pieces for men, women and kids, as well as a selection of lifestyle pieces. The clothing ranges from sophisticated casualwear to technical-inspired elements, with details such as badges, graphic logos and contrasting colours and textures giving the creations a distinctive touch.
Dresses, sweatshirts and tops paired with skirts, shorts or trousers, are the ideal choice for those who want to maintain a sophisticated image off the court, faithful to the characteristic tennis style. A wide range of accessories has been designed to accompany the activities, allowing the passion for this sport to be expressed in every detail.
Berluti
As part of a wider partnership between LVMH and the brought together the savoir-faire and experience of its artisans to dress athletes for the opening ceremony of the events on 26th July and 28th August.
In collaboration with the athletes, as well as the Paris 2024 Organising Committee, the French National Olympic and Sports Committee and the French Paralympic and Sports Committee, every one of the Maison’s teams devoted months of energy and creativity to designing an outfit that embodies true elegance à la française. The outfits will be worn by France’s 1,500 team members.
The outfits include a tuxedo, shirt, belt, scarf or pocket square and shoes. The entire ensemble will be presented in a bag created especially for the occasion. The outfits were designed in France and made in Italy at the ateliers that create Berluti’s collections.
Rami Al Ali
For this season’s couture collection, Rami Al Ali surprised clients with a collection dedicated to sports, coinciding with the upcoming Olympic Games. Titled “Couture in Motion” the collection was presented with a digital presentation featuring top athletes from around the world.
On the rooftop of the recently renovated Landscape Tower in the heart of Paris La Défense, Rami Al Ali invited Christian Lartillot to photograph Nawal Meniker, the high jump champion representing France at the Paris 2024 Olympic Games, Luna Kozacska, known for her basketball prowess and who also practises a number of sports, including boxing, Olivia Jean Gilles, a top-level competitor in the 400m race, and Maribel Koucke, a talented surfer and skateboarder who travels the world in search of the best waves.
A man was also needed, and as Rami Al Ali launched his first men’s couture looks last January, Simon Baur was chosen. He is a multiple French Kung Fu champion and in the Nangun and Naquan Top 10.
