The Most Luxurious and Fashionable Olympics in History

Welcome to the 48th edition of Maximalist! Dive into the ultimate guide, filled with insider insights into the world of fashion, art, real estate, travel, jewelry, and horology.

The world of luxury is never boring, and this week is no exception. Let’s dive in!

Markets

On this week’s agenda:

1. The Most Luxurious and Fashionable Olympics in History

2. Hermès Defies Luxury Market Slowdown with Strong Sales Growth in Q2

3. Louis Vuitton Elevates the 2024 Paris Summer Olympics

4. Lamborghini Outperforms Market with Record-Breaking First Half of 2024

5. Aston Martin Celebrates 60 Years of "Goldfinger" with Exclusive 007-Themed Experience in London

The Most Luxurious and Fashionable Olympics in History

The 2024 Paris Olympics have emerged not only as a global sporting phenomenon but also as an unparalleled showcase of the fusion between high fashion and athletic excellence. This year, the Games are being held in a city renowned for its fashion heritage, providing an apt backdrop for fashion houses to highlight their craftsmanship and innovation on a world stage. The convergence of sport and style at the Olympics is becoming a vivid narrative, as fashion increasingly plays a pivotal role in the aesthetics of sports.

The Role of Fashion in Modern Sports

In recent years, the intersection of fashion and sport has grown deeper and more complex. High fashion brands have moved beyond traditional endorsements, engaging directly with sports culture through design collaborations with athletes and teams. This trend reflects a broader cultural shift where sportswear and luxury fashion are no longer distinct categories but intertwined, with elements of each influencing the other. The 2024 Olympics have capitalized on this trend, turning athletic apparel into fashion statements that resonate on and off the field.

At the forefront of fashion's embrace of the Olympics is LVMH, a titan in the luxury sector, whose brands have played significant roles in various aspects of the Games. Dior, Louis Vuitton, and Berluti, all part of the LVMH family, were prominently featured during the Opening Ceremony. Their involvement is a testament to the conglomerate's strategy of blending luxury with popular culture, including sports.

• Dior: Dressed prominent performers such as Celine Dion and Lady Gaga in bespoke couture, showcasing the brand's high craft and aligning its image with grandeur and performance.

• Louis Vuitton: Beyond dressing individuals, Louis Vuitton crafted the distinctive trunk that housed the Olympic torch and produced the medals and trays used in the medal ceremonies. These items were adorned with Vuitton’s signature patterns, merging functional sports accessories with luxury design.

The Olympics also served as a platform for newer and independent fashion labels to shine. These designers brought fresh perspectives to the traditional concepts of sports uniforms and ceremonial wear:

• Jeanne Friot: A notable newcomer, Friot gained international attention with her Joan of Arc-inspired attire at the Opening Ceremony, blending historical French symbols with modern design techniques.

• Labrum London: Partnering with Adidas, Labrum London outfitted Team Sierra Leone, reflecting cultural heritage and contemporary fashion trends in their designs.

• Michel & Amazonka: The label created viral buzz with its sustainable and culturally inspired outfits for Team Mongolia, highlighting the use of ancient techniques and traditional motifs.

The influence of fashion extended into the uniforms and casual wear provided to various national teams, illustrating how deeply fashion has permeated the sports world:

• Skims: Collaborating with Team USA, Skims provided athleisure wear that combined comfort with style, making these pieces available to the public and thus extending the Olympic experience to everyday consumers.

• Ralph Lauren: Returning once again to outfit Team USA, Ralph Lauren presented a collection that paid homage to American heritage with denim and classic color schemes, reinforcing the brand’s connection with American culture.

• Telfar: Known for his inclusive and boundary-pushing designs, Telfar Clemens outfitted Team Liberia with uniforms that stood out for their unique aesthetic and cultural resonance.

Hermès Defies Luxury Market Slowdown with Strong Sales Growth in Q2

Despite a slowdown in the global luxury market, Hermès International SCA reported a significant increase in sales for the second quarter of 2024. The renowned French luxury goods company announced a 13 percent growth in sales at constant exchange rates, reaching 3.7 billion euros for the quarter.

For the first half of 2024, Hermès achieved consolidated revenue of 7.5 billion euros, representing a 15 percent increase at constant exchange rates and 12 percent at current exchange rates. The company also reported substantial gains in recurring operating income and net profit, with figures reaching 3.1 billion euros and 2.4 billion euros respectively.

The growth was geographically widespread, albeit with mixed results across regions. While Asia (excluding Japan) saw a 10 percent increase, buoyed by significant store expansions and re-openings in China and Hong Kong, and the opening of a new store in Mumbai, India, the performance in Greater China was somewhat muted due to decreased foot traffic. Japan, however, reported a robust 22 percent increase, highlighted by new store openings in Tokyo.

In the Americas, Hermès enjoyed a 13 percent increase, primarily driven by strong sales momentum in the United States, including a new store opening in Princeton, New Jersey. Europe also showed impressive growth, with sales up 18 percent excluding France, and a 15 percent increase in France itself, supported by the reopening of the renovated Nantes store.

The company's diverse portfolio saw varied growth across different sectors:

• The leather goods and saddlery segment, one of Hermès' core areas, grew by 19 percent.

• Ready-to-wear and accessories also performed well, with a 15 percent increase.

• The silk and textiles sector saw a modest rise of 1 percent.

• The perfume and beauty sector grew by 5 percent.

• Other sectors, including jewelry and home products, also saw a significant 19 percent growth.

• The watches segment remained stable, with no growth compared to the previous year.

Axel Dumas, the executive chairman of Hermès, commented on the results, stating, “The solid first-half results, in a more complex economic and geopolitical context, reflect the strength of Hermès’ model. The group is confident in the future and is continuing to invest, to pursue its vertical integration projects and to create new jobs, while remaining true to its values.”

Hermès' strong performance in a challenging luxury market underscores the effectiveness of its strategic initiatives, including significant investment in store expansions and renovations, and its commitment to maintaining high standards of quality and exclusivity. As the company looks to the future, it remains focused on its vertical integration projects and expansion into new markets, ensuring sustained growth and resilience against economic fluctuations.

Louis Vuitton Elevates the 2024 Paris Summer Olympics

As the 2024 Summer Olympics commence in Paris, Louis Vuitton is making a significant contribution by designing medal trays and torch trunks for the events. These items embody the storied craftsmanship and legacy of the French luxury brand.

The trays, crafted in Maine-et-Loire by Louis Vuitton artisans, feature the iconic Damier canvas, introduced in 1888, and interiors of matte black leather. These trays can accommodate two to six medals, all crafted by the renowned jeweler Chaumet.

For the torch and medals, Louis Vuitton has created four custom trunks, continuing a tradition that began in 1988. These trunks are designed with a central section and winged sides that open to reveal drawers capable of holding 468 medals. The inside is lined with Blake matte leather, and the exterior proudly displays embossed logos of the Paris Olympics and Paralympics, enhanced with brass corners reminiscent of Louis Vuitton's 1850s travel gear.

The design of the torch trunk is similar to that of the medal displays and was seen protecting the Olympic Torch during its journey from Olympia and Athens to various French regions, finally arriving in Paris for the opening ceremony on July 26. This trunk also visited the Fondation Louis Vuitton, a museum and cultural center in Paris.

The torch for the Paralympics will similarly be displayed in these trunks as it travels through 50 French cities from August 25 to August 28.

In addition to these contributions, LVMH, the parent company of Louis Vuitton, has designed and produced the outfits for volunteer medal bearers at the victory ceremonies.

Lamborghini Outperforms Market with Record-Breaking First Half of 2024

Despite a general slowdown in the luxury sector, Lamborghini has not only withstood the downturn but has excelled, reporting unprecedented results for the first half of 2024. The Italian automaker, a subsidiary of Volkswagen's Audi Group which includes brands like Audi, Ducati, and Bentley, achieved a record revenue of 1.6 billion euros ($1.762 billion), marking a 14.1% increase from the previous year. The operating profit also reached a new high at 458 million euros ($495 million).

Lamborghini's product lineup, particularly the Revuelto hybrid supercar, the outgoing Huracán two-seater, and the Urus SUV—now available in a hybrid SE model—has driven much of this success. In total, 5,558 cars were delivered in this period, setting another record for the company.

This achievement is part of Lamborghini's broader strategy towards electrification, initiated with the "Direzione Cor Tauri (Heart of the Bull)" program announced in 2021. This plan includes electrifying each model in their lineup, culminating in the launch of their first fully electric vehicle, the Lanzador, in 2028. The company's commitment to this transition is supported by significant investment, aiming to expand and diversify its product offerings while continuing to lead in the luxury super sports car market, as stated by CEO Stephan Winkelmann.

The market has responded positively to Lamborghini's hybrid models, such as the Revuelto and the Urus SE, with wait lists extending up to two years for the former. This acceptance reflects a significant shift in consumer attitudes towards hybrid vehicles, particularly in the super sports car segment, which was less favorable just five years ago.

While Lamborghini is thriving, other luxury brands and sectors are experiencing declines. Aston Martin's global deliveries and revenue have dropped, Porsche's sales and deliveries have decreased, and even luxury conglomerates like LVMH and high-end brands such as Rolex are seeing softer sales.

Amid these varied performances, Lamborghini’s strategy of combining eye-catching design with high performance and a push towards electrification seems to be paying off, contributing to its strong sales figures. As its primary competitor, Ferrari, prepares to release its results, the industry watches closely to see if it can surpass Lamborghini's impressive figures.

Aston Martin Celebrates 60 Years of "Goldfinger" with Exclusive 007-Themed Experience in London

Aston Martin is marking the 60th anniversary of the iconic James Bond film "Goldfinger" with a unique celebration in the heart of London. The House of Q by Aston Martin, a new pop-up experience located in the prestigious Burlington Arcade, pays tribute to the long-standing relationship between the luxury car brand and the 007 franchise, which began with the 1964 film that first featured the iconic DB5.

Situated at House 12-13 inside Burlington Arcade, the House of Q is cleverly concealed behind a façade that mimics a magazine newsstand. Visitors gain entry through a secret door, embarking on an immersive journey into the world of espionage and luxury that defines both Aston Martin and James Bond. The experience is launched in conjunction with V57, Aston Martin’s special James Bond anniversary edition of their luxury lifestyle magazine, which includes exclusive content detailing the intertwined histories of the brand and the film series.

Inside, guests are welcomed into a speakeasy-style bar where Champagne Bollinger is served, evoking the sophistication and intrigue of the Bond universe. The décor features technical drawings and parts from the DB5, along with sketches and schematics sourced from Aston Martin and EON Productions archives. A top-secret Q flight case is on display, teasing future Aston Martin models for those astute enough to discover the clues.

The Aston Martin DB5, famously dubbed “the most famous car in the world,” became a symbol of British luxury and style soon after its launch in 1963. With its powerful 4.0-litre engine and a top speed of over 150mph, the DB5 was crafted by Italian coachbuilder Carrozzeria Touring Superleggera. Its design and performance made it a coveted vehicle, a status further cemented when it appeared in "Goldfinger" equipped with an array of Bond's signature gadgets.

Marco Mattiacci, Global Chief Brand and Commercial Officer at Aston Martin, expressed the significance of this celebration, stating, “Aston Martin and James Bond are two British icons, forever linked. We are delighted to be celebrating this important 60th anniversary throughout 2024, marking the continuation of what is cinema’s longest-running and most successful product placement.”

The Bond theme permeates every aspect of the House of Q. Visitors can view original "Goldfinger" scripts, film posters, and set photographs, accompanied by the immersive audio of Bowers & Wilkins, another brand with strong ties to the Bond series.

Beyond the speakeasy bar, the House of Q offers an upstairs Configurator Lab where customers can collaborate with Aston Martin’s design experts to tailor their ideal vehicle. The venue also hosts daily design workshops led by the Aston Martin design and engineering teams, enriching the visitor experience with educational and engaging activities.

Burlington Arcade, established in 1819, remains a beacon of luxury shopping in London. Located parallel to Bond Street and accessible from Piccadilly, the arcade is an ideal location for celebrating such a prestigious event, housing 47 brands specializing in high-end accessories.

Trupti Shah, Commercial Director of Burlington Arcade, shared her enthusiasm: "Burlington Arcade is thrilled to be jointly celebrating this milestone year for James Bond and Aston Martin. The continued partnership between our brands is extremely exciting and we are honored to be the landmark destination capturing this iconic moment in cinema history."

The House of Q by Aston Martin is open to the public from 18 July to 4 August at Burlington Arcade, inviting fans and enthusiasts to partake in a celebration that blends cinematic history with automotive excellence.

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