Berluti, a men's wear brand owned by LVMH, was surprisingly chosen to design the outfits for the French Olympic delegation's opening ceremony in 2024, collaborating with renowned fashion icon Carine Roitfeld. This selection is noteworthy because Berluti is a smaller house within the LVMH group, while other brands like Louis Vuitton, Christian Dior, Givenchy, and Kenzo were potential candidates. The choice highlights Berluti's bespoke tailoring capabilities, deemed suitable for outfitting a diverse range of athletes.
The collaboration aimed to create a unique style, drawing inspiration from iconic French figures like Alain Delon and Catherine Deneuve, resulting in outfits that attempt to redefine the typical athlete attire. The designs sought to represent French style and elegance for the approximately 1400 members of the Olympic and Paralympic delegations.
The assignment presents a significant opportunity for Berluti to gain global exposure and brand recognition, potentially leading to increased success even without a direct Olympic medal win. Antoine Arnault, the LVMH Olympics czar, emphasizes Berluti's bespoke expertise as the key factor in their selection.