Keeping the flame alive: How the Olympics sustain cultural relevance

According to YouGov, two thirds of Australia will have tuned in to this year’s Olympics Games in Paris by the end of the closing ceremony.

For a nation mostly obsessed with sport, the Olympic dream is so ingrained in Australia’s cultural narrative as we idolise our Olympians for their dedication, ability and resilience to reach the podium. However, beyond the traditional sporting events, these games are showing us how fashion, social content and skate culture are reaching a fragmented audience and building cultural relevance.

“Fashion Olympics” & Creative Expression

This year’s games have been referred to by many as the “Fashion Olympics”. In reference to the cultural fabric of the host city, Paris but it’s also as a nod to one of the games’ lead sponsors, LVMH. Case in point, the awe-inspiring spectacle of fashion during the opening ceremony, which saw one of a kind styles from LVMH luxury brands like Louis Vuitton and Dior as well as a selection of emerging, independent French designers including Jeanne Friot, Charles de Vilmorin and Alphonse Maitrepierre.

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