Fashion and high-seas adventure combined as Louis Vuitton returned as the Title Partner of the 37th America's Cup. This meeting of two iconic institutions infuses the world's oldest international sporting competition with sophistication and innovation. From August 29 to October 7, 2024, as the summer breeze fills the sails in Barcelona's Port Vell, audiences will witness style meeting sport in the most exhilarating way possible.
Where Tradition Meets Innovation
At the heart of this partnership will be the Louis Vuitton Cup, a series of qualifying regattas that will determine which challenger earns the right to face the defending champion, Emirates Team New Zealand. The five challengers – Ineos Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic, and Orient Express Racing – will engage in a thrilling display of nautical prowess and cutting-edge technology.
Victory & Craft: The Trophy Trunks
Louis Vuitton first designed trunks in 1854, just three years after the inaugural America's Cup, then called the “RYS £100 Cup" where it was raced for around the Isle of Wight off Southampton and Portsmouth in Hampshire, England. To celebrate the momentous occasion, the French maison has created two bespoke Trophy Trunks for the event. These masterpieces, handcrafted in the historical Louis Vuitton atelier in Asnières, will house the legendary Auld Mug – the silver ewer awarded to the America's Cup winner since 1851 – and the Louis Vuitton Cup.
A Voyage into the Future
As Pietro Beccari, President and Chief Executive Officer of Louis Vuitton, eloquently puts it, "It's with an immense sense of pride that we return to this historical competition as Title Partner. Port Vell of Barcelona will be the setting for a display of elegance and power, where teams will compete with boldness, talent and mastery on increasingly innovative yachts. These values equally reflect the spirit of Louis Vuitton and its artisans."
The Ultimate Rendez-vous of Style and Sport
In addition to the trunks, the luxury house also unveiled a co-ed capsule dedicated to the moment. Filled with nautical-inspired pieces, the inspired collection includes three themed capsules: "Riding the Waves" for technical water gear, "A Day on the Deck" for sporty daywear, and "Elegant Summer Evening" for sophisticated post-racing attire.
Each piece artfully incorporates Louis Vuitton's iconic emblems and the historic America's Cup logo, a bold graphic 'V' framed by red, white, and navy. This exclusive collection, which launched in July, brings the joy of luxury and style to sailing and fashion enthusiasts.
In this grand spectacle where the art of sailing is mingling with refinement, and voyage is inextricable from elegance, Louis Vuitton and the America's Cup are writing a new chapter for fashion and sport. As the sails unfurl and the competition heats up over the coming weeks, victory has never been so stylish.
