2024-07-29 14:37:43
As the number of medals awarded at the 2024 Paris Olympics, which opened on the 26th (local time), gradually increases, the works of ‘luxury brands’ that have permeated the Olympics, centering around the ‘star of the Olympics’, the gold medals, are attracting attention. In particular, many affiliates of Louis Vuitton Moet Hennessy (LVMH), the premium partner of the Paris Olympics, are participating and showing off their glamor, but there is also criticism that they are being exposed too much compared to other brands.
The most eye-catching medal at the Olympics was designed by Chaumet, a jewelry brand under LVMH. In Korea, Song Hye-kyo and Cha Eun-woo are active as promotional ambassadors for this brand. The medal features the ‘sunburst’ motif that Chaumet has been producing since the 1920s. The center features an actual iron piece of the Eiffel Tower, adding to the symbolism of the Paris Olympics. The hexagonal shape of this iron piece represents the French continent.
The back of the medal is engraved with the five rings and Nike, the goddess of victory in Greek mythology, just like a regular Olympic medal. However, the Eiffel Tower, which was not on existing medals, was also depicted along with the Acropolis of Athens, showing the special nature of this medal as a Paris Olympics medal.
The secret behind the gold medal is that it is not made of actual gold. According to the American media outlet USA Today, according to the International Olympic Committee (IOC) regulations, the gold medal must be at least 92.5% silver and about 6 grams of gold. Since there is not much gold, its value is not as high as you might think. According to the American business magazine Forbes, the gold medal is worth about $950 (1.32 million won). The silver and bronze medals are mostly made of silver and copper, respectively.
Even the storage case that carries the medals exudes a luxury scent. It is designed with a brown checkerboard pattern similar to a Louis Vuitton trunk. The costumes of the medal award volunteers are also LVMH creations. The loose pants, polo shirts, and hats are inspired by sportswear from the 1920s.
Likewise, LVMH affiliated French authentic menswear brand ‘Beluti’ produced the French team’s opening ceremony uniform in a striking ‘midnight blue’ color. It produced the tuxedo, shirt, belt, scarf, and shoes, explaining that it expressed ‘French elegance.’
As LVMH’s works are being featured in many places in the Olympics, there is also a controversy over fairness. There are no advertisements in Olympic stadiums, and even if there is no signage, if a specific brand’s symbolic design is frequently exposed, the purpose of the event as a pure sporting event can be lost. Michael Payne, a former IOC marketing manager, told AFP, “LVMH and the IOC’s partnership for the Paris Olympics was great, but I think they had a large-scale advertisement at the opening ceremony.”
Not only France, but other participating countries are also competing in luxury goods. The uniform of the U.S. team has been designed by Ralph Lauren, headquartered in New York, USA, since 2008. The uniform of the Italian team is made by Armani, founded in Milan, Italy.
Paris = Correspondent Jo Eun-ah [email protected]
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2024-07-29 14:37:43