At PARiTY Paris, Fashion is Worth Rooting For
If there was a gold medal for the most fashionable Olympics, the 2024 Paris Games would win it hands down. The apex of athletic competition has some serious style this year, in no small part thanks to France’s luxury titan, LVMH—responsible for Lady Gaga and Celine Dion’s dazzling Dior Opening Ceremony looks and those decadent Louis Vuitton trunks, custom-made to hold the coveted medals, of course. Adding to the couture of it all are the eye-catching uniforms and viral, athlete-off-duty ‘fits that prove sports and fashion are a match parfait.
The collision of the two worlds isn’t limited to the Games, either. Over the past week, major brands and trendsetting athletes have taken over the global fashion capital with exclusive activations and parties—including PARiTY Paris. Held by merch and clothing brand 4TheWalk in partnership with the Coca-Cola Company, the July 28 event celebrated the milestone first gender-equal Olympic Games with a one-of-a-kind runway show starring 24 female athletes.
4TheWalk founder and four-time Olympic medalist Angela Ruggiero co-hosted the event with the brand’s Creative Director Phoebe Mackay. Ruggiero helped bring about the historic moment through her work advancing gender equity as former Chair of the International Olympic Committee's Athletes' Commission—and she knew a stylish soirée was the only way to celebrate.
“PARiTY Paris not only highlights the strides the [Olympic] Movement and female athletes have made towards gender equality in sports, but also provides an elevated platform for these athletes to showcase their unique style,” Ruggiero said in a statement. “As sport and fashion collide, the data show that women in the sports world will lead the way for our industry.”
On the day of the event, Olympians and Paralympians from around the globe strutted down the catwalk, which weaved through a restaurant in the shadow of the famed Palais Garnier opera house. Tunes from drummer and producer Madame Gandhi amplified the high spirits of attendees gathered under the Parisian sun. Representing judo, fencing, swimming, BMX, football and other disciplines, the model athletes were the epitome of sporty-chic as they showed off designs by 4TheWalk, Véronique Leroy, Max Mara, and more. For those on the runway and in the audience, the empowering fashion show was a fierce tribute to the countless women who have fought for gender equality in sports.
“I am thrilled to be part of the history of the Olympic Games, especially as we witness the progress in women’s sports,” shared Athing Mu, a two-time Olympic gold medalist in track and field who walked in the show. “Being a member of Team Coca-Cola is truly an honor, and it’s amazing to be surrounded by fellow athletes who represent the history of the progress we are celebrating.”
If you weren’t already convinced this is the fashion Olympics, PARiTY has ended the debate. As the 2024 Paris Games continue, watch these women keep stealing the show—not just because of their incredible athletic ability, but because of their equally medal-worthy style. Progress never looked so good.
