In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

Paris 2024 and Chaumet have unveiled medals for the Olympic and Paralympic games, featuring metal taken from the Eiffel Tower replaced during refurbishments. Luxury brands are increasingly entering the sports arena, with both sectors finding opportunities to reach new audiences.

Enzo Lefort has become the most recent French athlete named a House Ambassador for Louis Vuitton. As pop culture – and, more specifically, sports – collides with fashion, there is an opportunity for brands to reach new audiences and infuse communities with new forms of collective identity.

Luxury fashion behemoth LVMH is the ‘premium partner’ of the Paris 2024 Summer Olympics, with Louis Vuitton leather goods, Moët & Chandon champagne, Hennessy cognac, and other luxurious touches embellishing the Games. But what’s new about this intersection of sport and luxury – and what does it mean?

Foundations, exhibitions, sponsorships, and mentoring programmes – luxury brands are pursuing a range of arts and cultural branding strategies to legitimise their symbolic power. Why is the industry leveraging cultural credibility in their marketing, and how are consumers perceiving this shift?