A look at the uniforms LVMH's brand Berluti designed for the French Olympic teams for Paris 2024 Olympic and Paralympic Games’ opening ceremonies.
As sportswear brands have started to lay their cards on the table and reveal the gear they designed for national teams — including-controlled brand, which chose the date for the reveal as it begins the 100-day countdown to the event, was guided by two key words in the creative process: elegance and comfort. Within these boundaries, the brand worked on a concept that could instantly project both French sophistication and its Made in Italy craftsmanship on a global scale.
“This has of course been an unprecedented project for me,” Roitfeld said about dressing the 1,500 athletes and coming up with outfits “worthy of such a historic moment.” In the version created exclusively for the opening ceremonies, the style is rendered in an all-navy design with black details. The upper is embroidered with the Berluti logo on the side as well as “Paris 2024” lettering on the ankle. Yet the main feat is its leather details, here revisited with a gradient effect mixing the French flag’s colors.The national bleu, blanc and rouge were reprised in many details enriching the overall outfit.
Le Goff said the number-one priority was to shy away from costume-y uniforms and make the delegations feel comfortable, as most of the athletes “are used to be wearing sporty outfits most of the time, and they were a bit scared to look like stiff, maybe.”
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