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Friot told FashionUnited Halloween Jumper Style Pumpkins T-Shirt . That she “enjoyed total creative freedom” which allowed her to let her imagination run wild. What was particularly important to her was that the organizing committee accepted that the fashion show, which is so important for Paris’ image as a fashion capital, would change. Even Bürki could hardly believe that it “would pass.” But it worked. The 2024 Olympic Games in Paris have heralded a new era in the intersection of sport and haute couture, with luxury conglomerate LVMH leveraging its premier sponsorship to showcase its maisons on an unprecedented global stage. This strategic move not only elevates the Games’ aesthetic but also reinforces Paris’s status as the world’s fashion capital. Dior, LVMH’s crown jewel, took centre stage with bespoke creations that epitomised French savoir-faire. The opening ceremony, set against iconic backdrops including the Seine, Eiffel tower and Louvre, featured Lady Gaga in a dramatic ostrich-feather ensemble, while Céline Dion closed the event in a tour de force of craftsmanship – a white silk georgette gown requiring over 1,000 hours of atelier work. The economic impact of such exposure is significant. LVMH, which reported a record revenue of 86.2bn euros in 2023, stands to benefit from the global audience of approximately 3 billion viewers. This aligns with the group’s strategy to dominate the luxury market, which is projected to reach 1.5tn euros by 2030, according to Bain & Company. Notably, the ceremony also spotlighted France’s emerging design talent. Fifteen young designers, including Charles de Vilmorin and Victor Weinsanto, were commissioned to dress performers. This inclusion signals a shift in France’s traditionally heritage-focused fashion narrative, potentially stimulating the country’s 150bn euro fashion industry.