How Fashion and Accessories Brands Are Tapping Into Paris’ Olympic Spirit
This story has been updated.
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.
Swatch
Surfing, volleyball and skateboard are the inspiration behind the watches in soft tones of green, blue and purple released by Swatch ahead of the Games this summer. And kids-oriented sister brand Flik Flak has tapped the smiling Phryges mascots for its timepiece for younger fans.
PacSun
Need some red, white and blue? PacSun has you covered with three capsules part of its lineup inspired by the Games: the USA Heritage and Team USA lines as well as the International Olympics Committee Heritage, tapping into vintage iconography inspired by past editions.
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.
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.
Menē
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.
Dukachi
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.
Repetto
The dance specialist has launched a special edition of its famous ballet flat in the colors of the French flag to celebrate the competition in its homeland.
Figs
For the first time, health care apparel and lifestyle brand Figs has partnered with Team USA’s medical team to highlight the hundreds of health care pros who help Team USA’s athletes compete at elite levels. This is the first time in Olympic history that Team USA’s medical staff has been outfitted as a cohesive unit.
As part of the partnerships, Figs released a limited-edition, Team USA-inspired collection. It features a palette of red, white and blue and reflects the strength of the medial team behind every Olympian and Paralympian. The collection includes scrub tops, scrub pants and a Scrub Jumpsuit, as well as USA-brand outerwear, accessories and distinct official Team USA medical team emblems and branding.
J.Crew
J.Crew teamed with USA Swimming on a special assortment of apparel and accessories. Classic crewneck T-shirts and sweatshirts, embroidered polo shirts, a bucket hat, baseball cap, an everyday tote bag and even some limited-edition cashmere styles were offered.
Kith
Kith selected USA Basketball for its Olympics-themed capsule. A campaign will feature NBA star Kevin Durant of the Phoenix Sun, and a three-time Olympic gold medalist.
The line of jackets, crew necks, hoodies, vintage-washed Ts, sweatpants and shorts feature Kith for USA Basketball artwork and logos in embroidery and graphic design iterations. The key piece in the collection is the Kith for USA Basketball leather jacket, which is made from napa leather with a color-blocked style, a retro-inspired USA Basketball patchwork design and patriotic hues. The collection also offers an assortment of fitted and adjustable caps made in partnership with New Era.
To introduce the collection, Kith partnered with the Four Seasons to redesign the courtyard at the historic Hotel George V Hotel in Paris into a custom basketball court featuring USA Basketball, Kith and Hotel George V branding in red, white and blue hues. Alongside the court is a concept space where guests can view the collection, which is available for sale at the Kith Paris store down the street.
Years of Ours
Year of Ours paid homage to the Games with an activewear collection featuring track-inspired stripes along with a weightlifting onesie, volleyball-approved biker shorts and a tennis dress.
APL
Performance footwear brand, Athletic Propulsion Labs, or APL, released two capsule collections in honor of the Olympics’ artistic gymnastics team and in partnership with gold medalist Nastia Liukin, who codesigned an assortment of sneakers. Together, they dropped five exclusive colorways in a variety of silhouettes. Additionally, APL will release a Paris Prism Collection capsule featuring two of their most popular models in designs updated to honor the Games.
Chubbies
Chubbies has released a collection paying tribute to Team USA and Olympians past, present and future. The company has produced three collections: a Heritage ‘84 collection to honor past Olympians, which will be launched on Friday; a Team USA collection for the current team and an LA28 collection for the Games that will be hosted by Los Angeles in 2028. That will release on Aug. 11.
The Team USA Collection, which launched on July 12, includes performance polos, T-shirts, tanks and swim trunks and a campaign featuring former Olympians Steele Johnson and Greg Louganis.
Tommy John
Tommy John is launching a dual-gender 360 Sport line called The Medalist Collection: a five-piece capsule of underwear and bralettes with a red, white and blue waistband made with 360 stretch performance fabric.
Tracksmith
Tracksmith offered up a Tracksmith Federation Collection intended to pay tribute to the kits that athletes will wear at the opening ceremony and on the medal stands. Two notable pieces are a bespoke Federation Blazer created with Emilie Hawtin, an editor and brand consultant, at an Italian atelier, and a watch crafted in partnership with Eric Wind of Wind Vintage.
Marc Deloche
Looking for the perfect Paris souvenir? While an Olympic or Paralympic medal would be anyone’s first choice, a much easier option is the silver designs by jeweler Marc Deloche, who draws on the city’s skyline as well as its café and croissant staples for a line of cigar-band rings.
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