Top luxury campaigns of 2024: LVMH and Paris 2024

January 6, 2025

Antoine Arnault and Tony Estanguet pose with Olympic medals created by LVMH-owned French jeweler Chaumet. Image credit: LVMH/Philippe Servent

By Amirah Keaton

During a year in luxury defined by a worldwide sales downturn, many brands leveraged powerful messages and immersive experiences to assert their relevance and reach.

The personal luxury goods market’s projected annual growth is down 2 percent compared to 2023, and only about a third of all luxury brands are expected to emerge from the year with positive rates, according to the latest from global consulting firm Bain & Co. This reality shaped marketing approaches last year, as challenging conditions called for innovation.

A number of heritage players rose to the occasion, launching an array of strategic efforts designed to captivate consumers across markets. From French luxury conglomerate LVMH’s historic sponsorship of the Paris 2024 Olympics to individual contributions from brands including British automaker Bentley, Italian fashion house Miu Miu and more, entries range.

While some embraced localized storytelling, others pushed forward with bold collaborations to forge deeper consumer connections. The year also saw the increased fusion of luxury branding and cultural tentpole events, from design weeks to film festivals and Formula 1 races, underscoring the sector’s continued evolution into a lifestyle driver.

As the new year kicks off, Luxury Daily reflects on the campaigns, activations and strategic initiatives that helped define 2024. Spotlighting pivotal moments, the list offers insights into the industry’s future.

Going for gold
In July 2023, LVMH announced its role as a premium partner of the 2024 Olympic and Paralympic Games, held in Paris. From lead-up activities to opening and closing ceremonies, multiple LVMH-owned brands were involved with the first-time sponsorship.

French jeweler Chaumet created the competition's gold, silver and bronze medals, becoming the first jeweler to design the awards (see story).

“This first-ever Olympic medal created by a jeweler is emblematic of LVMH’s role as creative partner of the Olympic and Paralympic Games Paris 2024,” said Antoine Arnault, overseer of image and environment and member of the board of directors at LVMH, in a statement.

“In a close creative dialogue between Paris 2024 and Chaumet, the artisans of the Maison delved into their archives and explored powerful symbols of Olympism to imagine a medal inspired by high jewelry creations,” Mr. Arnault said. “Building on its centuries of rich history, Chaumet is writing a new page that will remain engraved in the heritage of the maison for eternity.”

Italian footwear and leather goods brand Berluti designed uniforms for Team France.

Italian footwear and leather goods brand Berluti designed uniforms for Team France. Image credit: LVMH/ARR

The pieces were worn during the Paris 2024 Opening Ceremonies, showcasing Berluti’s heritage techniques and craftsmanship on the world stage (see story).

French fashion house Louis Vuitton constructed custom trunks for the competition's medalists and torchbearers (see story). The monogram canvas-covered boxes featuring brass fixtures were built to “protect, display and showcase” Olympic and Paralympic prizes and props.

Louis Vuitton constructed custom trunks to house the competition's medals and torches

The brand additionally enlisted a crew of French athletes, including professional rugby player Antoine Dupont and sprinter Timothée Adolphe, for brand ambassadorships. Swimmer Léon Marchand, gymnast Mélanie de Jesus dos Santos, fencer Enzo Lefort, cyclist Marie Patouillet and tennis player Pauline Déroulède (see story) also signed with the maison.

“Following the unveiling of the Olympic and Paralympic medals designed by the Maison Chaumet, LVMH is once again fully expressing its role as premium partner of the Olympic and Paralympic Games Paris 2024, and ‘Artisan of all Victories,’ this time with Louis Vuitton,” said Antoine Arnault, head of image and environment at LVMH, in a statement.

“Protecting the symbol of Paris 2024 – the torches – and the dreams of the greatest athletes – the medals – required the expertise of exceptional craftsmen,” Mr. Arnault said. “Louis Vuitton has put its 170 years of expertise in trunks design at the service of Paris 2024, to protect and present the medals, and to take the torches around the country.

Ahead of Paris 2024, the group announced its support for tennis player Pauline Déroulède. Image credit: LVMH

“It is a great source of pride today to unveil these original creations, which I’m sure will remain engraved in the history of the Group and the Olympic and Paralympic Games Paris 2024!”

Moët Hennessy division brands, including Moët & Chandon, Veuve Clicquot and Ruinart, invited guests to their respective headquarters, restaurants, tasting cellars and bars. Special edition bottles of the maisons’ cuvées bearing the French flag were released ahead of the Games. A digital gallery compiling all Paris 2024 memorabilia was launched last summer (see story).

Data from cloud technology platform Launchmetrics ties $12.9 billion in Media Impact Value (MIV) to Paris 2024, adding that LVMH-owned entities, including French fashion houses Dior and Louis Vuitton, dominated conversation (see story).

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Top luxury campaigns of 2024: Luxury Daily

Top luxury campaigns of 2024: LVMH and Paris 2024