Paris, often honoured as the fashion capital of the world, holds a unique and influential place in the global fashion industry. The city is synonymous with elegance, innovation, and an enduring legacy of haute couture. From the historic maisons de couture to the avant-garde designers emerging today, Paris has long set the standard for style. This deep connection to fashion was vividly demonstrated during the opening ceremony of the 2024 Summer Olympics, transforming the event into an unforgettable runway that showcased the best of French and international design.
Paris and Fashion: A Timeless Synonym
Paris's reputation as the epicentre of fashion dates back to the 17th century when the city became known for its luxurious textiles and sophisticated styles. The establishment of the haute couture industry in the mid-19th century cemented Paris's status as the fashion capital. Designers like Charles Frederick Worth, Coco Chanel, and Christian Dior revolutionised the fashion world, each contributing to Paris's synonymity with fashion.
Fashion weeks held in Paris are the most anticipated events in the fashion calendar, attracting designers, models, and fashion enthusiasts from around the globe. The city is home to iconic fashion houses such as Chanel, Louis Vuitton, and Hermès, as well as emerging designers who continue to push the boundaries of style. Parisian fashion is characterized by its meticulous craftsmanship, luxurious fabrics, and a timeless yet forward-thinking aesthetic.
Olympics: Let The Fashion Games Begin
Global events, especially those as prominent as the Olympic Games, provide a significant platform for showcasing fashion on an international stage. The convergence of sports and fashion is not just about aesthetics but also about representation, cultural expression, and the merging of different creative fields. The Olympic Games, with their massive global audience, offer a unique opportunity to highlight fashion's role in shaping identities and celebrating diversity.
The 2024 Summer Olympics in Paris took the concept of the Olympic opening ceremony to new heights, intertwining fashion with the celebration of athleticism and culture.
A Series of Firsts
- The first Olympics held in Paris in a century.
- The first with equal gender participation.
- The first opening ceremony held en plein air.
- The first sponsored by a global luxury behemoth, LVMH.
- The first Olympics where fashion was central to the identity of the host country.
The opening ceremony featured a red carpet entrance and a full-blown runway show that celebrated the history and spirit of France. Iconic Parisian landmarks such as the Eiffel Tower, the Grand Palais, and the Place de la Concorde served as backdrops, reinforcing the event's connection to French culture and style.
LVMH's involvement as a premium partner set a high bar for fashion at the Olympics. Thomas Jolly, the Games’ artistic director, aimed to "shed light on French savoir-faire," which was achieved through a spectacular display of cabaret, heavy metal, dance, acrobatics, and 1,800 outfits from both established and emerging brands.
National Teams and Fashion
The opening ceremony saw national teams stepping up their fashion game, moving beyond traditional uniforms to embrace more creative and representative designs. Some standout moments included:
Haiti: Designed by Stella Jean, Team Haiti's outfits featured local artist Philippe Dodard's work printed on full skirts and pants, made from dead stock materials, blending traditional chambray shirting with modern artistry.
South Sudan: Paying homage to Parisian chic, South Sudan's athletes wore little black double-breasted suits with gold buttons and graphic details, a nod to Coco Chanel.
Czech Republic: Prepared for the rain with white plastic trenches inspired by traditional Czech coats, designed by Jan Černý and Alpine Pro, featuring artistic water blotches.
Setting the Stage with Celebrity Glamour
Even before the opening ceremony began, the Olympics had already embraced the world of fashion. Ariana Grande and Cynthia Erivo made a striking entrance in full "Wicked" character-themed satin frocks. Cynthia Erivo wore an emerald green strapless Louis Vuitton gown, complete with a matching hat and nails, while Ariana Grande looked wickedly enchanting in a powder-puff pink sleeveless dress by Thom Browne, with a petite bow in her hair and at her waist. Their chic appearances set a stylish tone for the events to come.
Dior: The Surprise Dressmaker
Dior, one of the most prestigious fashion houses, emerged as the unexpected star of the opening ceremony. The brand dressed superstars like Lady Gaga, Aya Nakamura, and Celine Dion, navigating the delicate balance between costume and couture. Lady Gaga was transformed into a burlesque snowy egret, Aya Nakamura became a golden phoenix, and Celine Dion dazzled in a gown embellished with "thousands of pearls and more than 500 meters" of beaded fringing. These creations highlighted Dior's mastery in blending theatricality with high fashion.
Young French Designers Shine
The opening ceremony also provided a significant platform for fifteen young French fashion designers, a move that represented the industry's commitment to its future. Designers like Charles de Vilmorin, Victor Weinsanto, and Jeanne Friot were allowed to showcase their talents. Jeanne Friot, tasked with creating a Joan of Arc-style armoured look, remarked on the exposure this event gave to emerging designers, hoping it would encourage people to explore what is happening in fashion beyond the well-known heritage brands.
Celine Dion's Iconic Dior Ensemble
Celine Dion's performance at the opening ceremony was a highlight, not just for her vocal comeback but also for her stunning Dior ensemble. Standing beneath the Olympic rings on the Eiffel Tower, Dion performed Édith Piaf’s ‘Hymne à l’Amour’ in a Dior Haute Couture dress. The white silk georgette gown, dripping in shimmering beads and sequins, featured a mock neck and a sweeping train, taking over 1,000 hours to create. This couture masterpiece perfectly complemented her performance, creating a memorable fashion moment in Olympic history.
Brand Collaborations: A New Era
Fashion brands have increasingly taken center stage at the Olympics, showcasing exclusive collections and partnering with national teams. Ben Sherman, for example, brought its British charm to Team Great Britain, with floral motifs representing the four nations and stylish bomber jackets. Rachel Terrace, chief brand officer at Marquee Brands (Ben Sherman's parent company), highlighted how the designs captured the evolving nature of British fashion and cultural identity.
Similarly, Stéphane Ashpool and Le Coq Sportif revolutionized the French team's look with avant-garde designs. Archers sported all-white ensembles with flared pants, breakdancers in vibrant tracksuits, and cyclists wore sleek lycra suits.
Paris Fashion Week and the Olympics
The integration of fashion into the Olympic narrative extended to Paris Fashion Week, which took place from February 26 to March 5, 2024. Athletes like Noah Lyles, Miles Chamley-Watson, and Dina Asher-Smith showcased their versatility and fashion acumen alongside their athletic excellence. Noah Lyles, the world's fastest man, seamlessly transitioned from the track to the runway, urging his fellow athletes to embrace fashion-forward ensembles.
Fencer Miles Chamley-Watson, known for his bold fashion choices, made his runway debut at the Paris Fashion Week men's fall/winter 2024 show. Outside of fencing, he often showcased his creative side in the fashion world, highlighting his personality with daring outfits like polka dot suits and open shirts.
Celebrating Gender Equality Through Fashion
Gender equality was a central theme of the Paris Olympics, celebrated through various fashion-forward initiatives. A fashion show held outside Paris' Grand Opera Garnier featured all-female athletes, honoring the first gender-equal games. This event received enthusiastic support, showcasing the merging of fashion, sports, and culture-inclusive progress.
The 2024 Paris Olympics demonstrated that global events could serve as powerful platforms for fashion, representation, and cultural exchange. By integrating fashion into the opening ceremony and beyond, Paris highlighted the importance of representation and creativity on an international stage. As the world watched, Paris once again solidified its status as the fashion capital, showing that its influence extends far beyond the runway.
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