The Arnault Olympics

antoine arnault bernard arnault
LVMH executives recognize the tremendous opportunity to increase awareness among the 15 million people expected to visit Paris for the Games—not to mention the many millions who watch from home. Photo: Julien de Rosa/AFP/Getty Images
Lauren Sherman
April 4, 2024

If Angelenos are optimistic, and New Yorkers are ambitious, Parisians are… defeated. Just consider their attitude toward the supposedly mirth-inducing, patriotism-inspiring, upcoming Summer Olympic Games in their hometown. The traffic is already terrible, they say. Most locals, unsurprisingly, plan to evacuate the city prior to the July 26 Opening Ceremony—getting as far away as possible from the unironic-fanny-pack-wearing tourists and the inevitable canicule. August is the dead month no matter, of course, because Europeans take endless vacations—an heirloom of their civility or an emblem of their complacency, depending on who’s asking. Regardless, as a former French colleague used to say, “Nobody works.” So the Paris Olympics, while draped in national pageantry, will likely represent a Disneyfied vision of Paris.