When Paris Turns Into a Giant Sports Arena.
Paris, a city woven from dreams and imagination. Millions of people from all over the world visit this place to confront their fantasies – images known from films, the sounds of Édith Piaf music, the taste of the famous baguettes, or the mysterious smile of the Mona Lisa – with reality. It is a city that does not need to vie for attention because it has been a living legend for centuries.
„This year, Paris became the stage for the Olympics. Historic interiors served as arenas for athletes from around the world. Did it succeed? In my opinion, absolutely.”
Setting aside the controversies surrounding the opening ceremony, the subsequent events perfectly combined sports and art, creating contemporary games fit for the 21st century. From a marketing standpoint, it was a brilliant move for Paris. The city appeared in a new light, shedding its aura of pathos and inaccessible luxury. It gave ordinary fans the chance to merge the emotions of sport with a deep appreciation for the existing reality. Such an emotion must leave a lasting impression. I’m not sure how many sports fans decided to visit museums during the Olympics. Maybe it was enough that they could simply see the city, which is a work of art in itself?
Fashion at the Olympics – Did It Matter?
Many wondered how the streets of Paris would look during the Olympics. Would fans adorn the stands with their stylish outfits? From my observations, the fans remained faithful to a sporty look. The streets were filled with national colors, and the lines for hats, T-shirts, and mascots were long. Fashion took a back seat – it was all about emotion and belonging to the celebration of sport. Personally, I attended Roland Garros in a hat and dress, but it didn’t bother me that I was in the minority.
Olympic Icons
For me, the icon of these games was Iga Świątek. As a Pole, I am grateful to her for bringing so much emotion and for fighting until the very end. As a woman, I see in her enormous potential to be a symbol of generational change. I am happy that what captured the media’s attention was not her appearance but her spirit as an athlete. She was a contender for the gold medal. She didn’t quite reach that dream. However, she showed herself and the world that you must play until the end, and the Olympic medal is worth fighting for, even if it’s for bronze. In terms of her image, she won these games and many future business opportunities.
Art, Fashion, and Sport – A Winning Collaboration
The world of fashion, art, and sport can collaborate wonderfully, inspiring and supporting each other. However, each of these fields should have its own space, preserving what is most valuable within it. Louis Vuitton made excellent use of the Paris Olympics, designing beautiful medals and preparing impressive campaigns. The Champs-Élysées adorned with trunks and displays referring to the games is a sight that will be remembered for a long time. France and Louis Vuitton jointly built the image of these Olympics, one that we can only envy. Did fashion and the spirit of Paris influence the fans? Perhaps less than many had expected. But there’s no denying that the Paris Olympics were a true celebration of sport and art – and this combination will surely go down in history.
I look forward with curiosity to the next Olympics; the bar has been set very high.