The upcoming 2024 Paris Olympics promises not only to be a historic spectacle for France but also a unique challenge for the stalwarts of its fashion industry. The Fédération de la Haute Couture et de la Mode – the esteemed governing body of French fashion – is taking preemptive action to prevent a clash with the Olympic and Paralympic Games’ preparations. They have rescheduled the fall 2024 edition of the coveted Paris Couture Week.
The Olympics are set to enliven the city from July 26 to August 11, 2024, closely followed by the Paralympic Games from August 28 to September 8, 2024. Iconic locales across the city will be metamorphosed into sporting venues, with plans to construct a volleyball stadium at the foot of the Eiffel Tower and to turn the Place de la Concorde into a stage for BMX and skateboarding competitions. Despite the excitement, there’s a rising concern that this monumental event could disrupt other significant cultural gatherings, including music festivals, potentially casting a shadow over associated fashion shows, showrooms, and presentations.
Federation Executive Chairman, Pascal Morand, assuaged such concerns by announcing that the fall 2024 couture season will take place a week earlier, specifically, from June 24 to 27, instead of the usual dates in early July. This crucial decision, made in collaboration with authorities and the Olympic and Paralympic Games Organizing Committee (OCOG), is a response to the anticipated occupation or inaccessibility of usual couture show venues during the Games. Men’s Fashion Week will be held June 18-23, which means there won’t be the usual week between men and couture.
Morand remarked, “All stakeholders recognize that fashion and couture week are events of major importance”. He emphasized the Federation’s commitment to innovation and anticipation – hallmarks of the industry. The focus, according to him, remains on guaranteeing a globally successful Olympic Games, while preserving the significance and creativity of the couture week.
In the spirit of this commitment, the Federation is meticulously working with its members to offer them suitable guidelines and alternative venues for their shows. Bruno Pavlovsky, president of the Federation and Chanel SAS, detailed their work in compiling a list of the 200 spaces that typically host fashion events, to determine their availability for the coming summer.
The last time Paris hosted the Olympic Games was in 1924, and the forthcoming event is projected to attract millions of international visitors. Several fashion brands and designers have already seized the opportunity to sponsor or outfit the French teams, including luxury LVMH and French sportswear company Le Coq Sportif. The latter has entrusted Stéphane Ashpool, founder of the Pigalle Paris label, with the artistic director and senior designer role to dress the French teams’ athletes for the Summer Olympics and Paralympics.
As the curtain rises on the Olympics, the Federation remains unwavering in its mission to uphold Paris’s esteemed reputation as the global capital of fashion.