of Paris Olympics It’s approaching and it’s a very monumental event. Fitness It will be a real theme for the summer of 2024 and a staple for many brands, including LVMH, an official partner of the Olympics. And if Pharrell Williams holds a show dedicated to the Olympic spirit, Louis VuittonMaria Grazia Chiuri presents her haute couture collection Dior Hedi Slimane, who moves between the Nike of Samothrace and luxury sportswear, Celine Céline has something else in mind: Pilates, specifically. The Céline Pilates collection, which was unveiled last week with a campaign shot in Malibu in December, includes some of the brand’s gym equipment, which has already been talked about during press days and in reposts on thematic pages: a reformer completely covered in the Triomphe print, kettlebells and weights with leather inserts, wrist weights, yoga mats and tiles, and of course gym wear, headbands, hair clips and the essential leather duffle bag. Balenciaga The Los Angeles show elevated Pilates to runway glory, again filled with gym towels, yoga mats, leggings and everything evocative of the padded world of Forma Pilates, Kendall Jenner’s beloved haven of luxury $100-a-session gyms in LA and New York. But the fashion industry’s interest in fitness extends beyond the gym, spreading across the worlds of resort sports and home fitness.
Recently, Balenciaga has been promoting its existing collection of objects asSummer Objects“The capsule collection includes all-black branded versions of beach afternoon staples. Beach rackets, bocce ball sets, beach volleyballs, skimboards (Celine also sells surfboards and skateboards.) And today, Gucci unveiled an entire collection. Dedicated to tennis This will further enhance the existing collection dedicated to skateboarding. LOEWE We’ve created a running capsule with On. Prada Over the years, the brand has developed a collection that specializes in sports equipment and accessories, from bocce to snowboarding and of course tennis, skipping rope, weightlifting and more. DiorIn addition to the classic Pilates mat, the company also offers a table tennis set and, among other things, two training sets with wooden dumbbells (6,000 euros each). Louis Vuitton The game gets even more advanced, with golf bags costing up to 20,000 euros, billiard tables, ping pong tables and even foosball tables, as well as smaller accessories such as surfboards, skis, snowboards and golf towels.
All of these collections, even those not mentioned, share a specific target audience: “sports for the rich” (if you’ll pardon the expression). Billionaires’ Residences From country clubs to branded private homes and private gyms in cities like Los Angeles, and of course five-star resorts that attract businessmen, Go for a jog before connecting to Zoom When you think about the fitness routines of the rich and famous like Richard Branson and Mark Cuban, Tim Cook Like women who hit the gym at 4am and Oprah who walks 10,000 steps a day, the world of billionaires is moving away from the image of wealthy gourmets eating from all sides to a buffered world where health, fitness and wellness are luxuries for the few.
