How Fashion and Accessories Brands Are Tapping Into Paris’ Olympic Spirit

With only days to go to the 2024 Paris Olympic opening ceremony, WWD has a look at how the international sporting competition and its spirit have inspired fashion and beauty brands from around the world.

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First up, there are several brands that have inked licensing deals with the International Olympics Committee (IOC).

Omega

Official timekeeper of the Olympic Games since 1932, Omega is marking the occasion with a raft of watches for those will want to keep a piece of the moment. Two have been revealed so far. First came a special edition of the Seamaster Diver 300M that is only available at the watchmaker’s store in Paris . Among the features of this steel and 18-karat proprietary “Moonshine” gold is the seconds hand bearing the symbol of the 2024 Olympic Games.

Next to drop was the Speedmaster Chronoscope, which was unveiled exactly 100 days before the July 26 opening ceremony. This 43-mm design comes in four models, all featuring a silvery white opaline dial with three dark gray timing scales and two sub-dials for a wide range of measurements, befitting the watchmaker’s long-standing role in the Games. And of course, it has a commemorative caseback that features a mirror-polished “Paris 2024” logo, along with the Olympic rings and the date.

Pandora

The Danish jewelry heavyweight created a nine-strong capsule of jewels inspired by the 2024 Olympic and Paralympic Games. These are sold in Pandora stores, online as well as a selection of official Paris 2024 stores across the French capital.

French athletes Estelle Mossely, who won gold at the 2016 Games in Rio de Janeiro, and Sakina Karchaoui, captain of France’s women’s national soccer team, are the faces of the limited-edition capsule that includes a bracelet commemorating the competition, charms featuring the Phryges mascots as well as the Olympics and Paralympics symbols.

Montblanc

In 1924, while France hosted the first Winter Olympics in Chamonix and later that year, the Summer Games in Paris, Montblanc invented its most famous writing instrument.

In celebration of the centennial of all three events, the brand imagined the Meisterstück x Olympic Heritage Collection. In addition to the edition dressed in the red lacquer used as signature color for the 1924 Games — and further adorned with symbols such as the five Olympic rings, a laurel wreath and a javelin thrower that featured on the event’s official poster — three more versions come in combinations of blue-gray resin as well as platinum engraved with a landscape from the Chamonix valley. There will also be two colors of ink as well as special-edition notebooks.

Lacoste

For its sixth Olympic Heritage collection, Lacoste has released an eight-piece “Paris 1924” line, ranging from polo shirts and shorts to caps and a waterproof jacket. Throughout, the graphic codes of the 1924 competition is reinterpreted, splashed across the chest or discreetly tucked along a hem.

Available online from Lacoste’s e-commerce site as well as the Olympic Store, the pieces will also be available in Paris and from a pop-up in the Paris Charles de Gaulle airport from Aug. 1.

Only a handful of brands and products can claim to be official merchandise of the 2024 Paris Games, with stringent guidelines ruling communication and promotions involving the event on top of it. Despite this, brands from around the world are keeping the sporting spirit alive.

Marine Serre

In a special capsule for online retailer Ssense, Marine Serre rejiggered her signature crescent moon motif as an iteration of the Olympic logo’s interlaced rings. Dubbed “Six Moons,” the collection includes tank tops, biker shorts, sports bras, headbands and caps.

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Sandro

Want to add a bit of sporty je-ne-sais-quoi to your summer ‘fits? Sandro is offering a capsule of essentials tapping into France’s blue, white and red palette that spans from socks and shorts emblazoned to a special edition of its Flame sneaker.

Etam

After top tennis player Caroline Garcia in 2023, the French lingerie giant has tapped an additional five high-level athletes in this sports-inflected year: handball player Estelle Nze Minko, who is captain of France’s national team, judoka Audrey Tcheuméo; boxer Amina Zidani; para-triathlete Gwladys Lemoussu and kitesurfer Lauriane Nolot. The sextet have come up with capsules inspired by their respective disciplines for a broad range of options that includes four levels of breast support, shaping garments and comfy classics.

Maje

French rising pentathlon star Élodie Couvel is the face of Maje’s latest chic athleisure capsule that includes satin shorts, a polo dress with a rhinestone-decked removable collar and a tuxedo-striped jogging set.

Camille Fournet

Since France is turning into the world’s biggest sporting ground for a couple of weeks, leather goods specialist Camille Fournet has reworked five essentials: a volleyball, a tennis racket cover, boxing gloves, card holders inspired by sports tracks — and a sports bag, of course.

Mené

In a nod to the Olympic Games of ancient Greece, which were a tribute to Zeus, investment jewelry brand Menē has reimagined the Olympia collection, featuring motifs such as the wild olive leaf crown that was used in lieu of medals, the Greek goddess Nike and even a tiny temple. There’s even a minute two-handled antique vase. All designs are available in 24-karat gold or solid platinum.

Mio Harutaka

Let your national pride shine with the flag rings imagined by Tokyo-based jewelry designer Mio Harutaka, best known for her whimsical nature-inspired creations. Set with sapphires, diamonds and rubies on white gold, the Paris version looks like a fitting bit of bling to bring back from the Olympics in the City of Lights.

Dukashi

Strength and resilience are qualities that top-level athletes need but they are also essential in challenging times. That’s the message behind the capsule imagined by Ukrainian jewelry brand and represented by Ukraine’s national rhythmic gymnastics team, which is qualified to take part in the upcoming Games.

Macon & Lesquoy

If you’re more about surfing channels and taking a break than breakdancing or marathon swimming, 15-year-old embroidery specialist Macon & Lesquoy has you covered with its series of tongue-in-cheek brooches celebrating the “everyday athletes who have made laying flat into an Olympic sport.”

Casetify

If you’re rooting for France’s athletics team, the tech accessories company is offering a range of customizable phone cases in the color of the French Athletics Federation for the latest iPhone and Samsung Galaxy models.

Barefoot Dreams

As an official licensee of Team USA, Barefoot Dreams has created a cozy collection of stars-and-stripes throws, patriotic socks, pet beds and sweaters, and wearable blankets for adults and children to cheer the Olympic athletes on from the comfort of home.

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