GC Magazine - Galleria Cavour

Summer 2024 relaunches the link between fashion and sport

10 July - 2024

Estate 2024 Moda e Sport

Ph: edwin.11 via Flickr

Although by now the boundary between sportswear and luxury has largely been crossed, as brands such as Moncler and K-Way, but also the sports collections of many of the haute couture maisons present in Galleria Cavour, summer 2024 could go down in history as the perfect season in which the link between these two worlds finds its perfect consecration.

From Jannik Sinner‘s designer duffel bags to the official uniforms of the national teams, the number of collaborations between luxury brands in the sports sector is now countless. The eyes of the world are, of course, on the Paris Olympics that will start on 26 July and that have already become a fashion event, thanks to the extraordinary opening event sponsored by Vogue in Place Vendome with the participation of international designers, stars and fashion houses.

LVMH will take care of the outfits, strictly ecological, of those who will present the Olympic medals and has promised a special fashion show curated by the maison Dior at the inaugural show of the games. The partnership continues thanks to Louis Vuitton, which will produce the trunks for the torches and medals, the latter made by the prestigious jeweller Chaumet.

Not only Olympics: the summer of 2024 has found new ambassadors in tennis and its protagonists. Thanks to the thrilling matches on the courts of Wimbledon, Roland Garros and the Us Open, the champions of the game have been intercepted by the great fashion houses, as the aforementioned Sinner and the charming Matteo Berrettini, Boss’s new testimonial, well demonstrate. Fashion and sport become one with Ferrari: the house of the prancing horse now has an acclaimed line of clothing and accessories that even makes it to the fashion weeks. The summer season ends, then, with the eagerly awaited Louis Vuitton Cup that, in the waters of Barcelona, will choose the challenger of Emirates Team New Zeland for the America’s Cup.

We at Galleria Cavour are obviously rooting for the Prada Luna Rossa team, capable of thrilling us in sport as in style. In the face of all these eagerly awaited appointments, it seems clear that this year, in the wardrobe of all of us, a sporty and, at the same time, strictly designer garment cannot be missing.

Ph: edwin.11 via Flickr https://www.flickr.com/photos/edwin11/2519307688/