From the custom Louis Vuitton cases presenting the Olympic medals and torch, to Armani attire donning Team Italy, luxury and beauty brands will be all over the Paris Games. LVMH is one of the biggest brand partners of the Paris Games, with the conglomerate spending about $160 million, Bloomberg reported. AdvertisementThe Paris Games also represent a return to form, with the crowds back for the first time since the pandemic. "A large amount of the global population will be watching" the Olympics, Fflur Roberts, the global head of luxury at Euromonitor International, told BI. The Olympics are also a high-stakes chance to prove luxury is "worth it" following a recent backlash against sky-high prices.

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Persons: —, Louis Vuitton, Dior, Harry Poole, SponsorUnited, we've, Ellie Thorpe, Kantar BrandZ, Fflur Roberts, Marguerite Le Rolland, Poole, Octagon, Glossier, there's, Nancy Atufunwa, Stella Jean, Atufunwa, Thorpe, Bernard Arnault Organizations: Service, Olympic, Italy, Paris Games, Business, Bloomberg, Brands, Armani, Games, Excel Sports Management, Paris Olympics, Tokyo Games, Euromonitor, Olympics, Deloitte, USA, Women's, Haiti, Team Nigeria, LVMH Locations: Prada, Paris, Italian, France