No Fashion Focus in Milan After France Made It Part of Summer Olympics

The Paris Summer Games in 2024 were, famously, the most fashionable Olympics ever. LVMH — the parent company of Dior, Givenchy and Louis Vuitton — stepped up as a headline sponsor and helped design the medals and the athletes’ apparel. The Games celebrated France, from the Eiffel Tower to the Seine, and fashion was part of that story.

LVMH’s logo appeared across venues, and several of its brands took center stage: Chaumet redesigned the Olympic medals; Louis Vuitton designed the trunks for the medals and the Olympic torch; Berluti outfitted the French team for the opening ceremony; and Dior dressed Celine Dion, Lady Gaga and Aya Nakamura for their performances.

Milan is also a global fashion center and one of the big four fashion-week cities, so one might have expected a similar sponsorship there.

France, Milan