“At a glance, he embodies youth culture.” Leon Marchand’s look has been decoded by a trend expert

American gradient, Colgate smile and denim in a total Louis Vuitton look. This is how Leon Marchand appeared on August 6 in the stands of Bercy to attend the Brazil-USA basketball match. And this is the first time when the public sees her dressed in something other than a swimsuit. With this look, we might think of the reincarnation of Justin Timberlake in 2001, the year the singer buzzed alongside Britney Spears in a denim ensemble. But that would be the wrong way to go. Leon Marchand would rather have a series of successes than mistakes. Even on the clothing side. “This look already crystallizes the professional collaboration between the athlete and Louis Vuitton,” explains Pascal Montfort, head of the REC trend marketing consultancy. Indeed, the 22-year-old swimmer joined the stable of muses at the world’s No. 1 luxury brand, Louis Vuitton, a year ago. An entry into the extended family of the LVMH group, which he signed after winning three titles at the World Swimming Championships, breaking the world record of legend Michael Phelps in the 400-meter individual medley.

“It wouldn’t be in good style if it wasn’t for his first appearance at Vuitton,” continues Pascal Montfort. In France, he is clearly the national hero… And more generally, he is the hero of these Olympic Games. She has everything to become a muse herself: she is exceptional, young and beautiful.” The slogan of LVMH, the premium partner of the Paris Games, is displayed everywhere the big moments take place and could be Leon Marchand’s motto: “LVMH, the architect of all victories.” Total values ​​between a luxury group and an athlete who form a 100% winning duo. “This Louis Vuitton look also proves that this house is a house of youth,” says Pascal Montfort. Jeans are the #1 material of youth culture. At a glance, he embodies youth culture.”

It’s hard to imagine her wearing avant-garde pieces like skirts. It’s just the right mix, not too bling-bling and not too wise.

Pascal Montfort, head of trend marketing consultancy REC

Happy environment in clothes

Embodying young people also means not letting them down. Generation Z doesn’t give gifts on TikTok. Just one mistake and bad buzz is guaranteed. Leon Marchand seems to have understood this well, and his first “out-of-competition” kit speaks for itself. “We can easily say that she chose her outfit on her own, without the help of a stylist,” admits the trend expert. The cuts are not extravagant, a simple white shirt under the jacket is perfect. Besides, it’s hard to imagine her wearing avant-garde pieces like skirts. It’s just the right mix, not too bling-bling and not too wise. I think it’s a success.” Even in Louis Vuitton, the swimmer still looks as accessible as he did in 2018 wearing simple championship jerseys.

A guarantee of simplicity, very French, that captivates and builds the loyalty of the audience. With four gold medals and one bronze won at these Paris Games, Leon Marchand has not only established himself as the darling of the French, but has made the whole world fall in love. In order to maintain this impressive community and not to forget after the games, clothing is important, as evidenced by the head of the REC firm. “It’s great that its look can be understood all over the world. France loves it, it works in Asia, in the USA without a doubt. He will continue to wear clothes that suit his personality. He won’t go crazy.”

When we built ourselves stateswe realize that our aura is huge.

Pascal Montfort, head of trend marketing consultancy REC

Americanized look

Still, the outline of the champion ends with something very American. Of course, because Leon Marchand left France to settle in the United States three years ago. Where he trains under the leadership of coach Bob Bowman. All in all, he was a star on the other side of the Atlantic long before the Paris Games, and it shows in his looks and attitude. “This move to the United States changes everything. He did not train in the atmosphere of the French swimming federation, Pascal Montfort tells us. It was more in the “American university” spirit, where sports are just as important as being cool. When we built ourselves stateswe realize that our aura is huge.” After achieving the unthinkable by winning a fourth Olympic title on Friday, August 2, Leon Marchand, like the American buoyed by success, immediately set his sights on Los Angeles 2028. “, concludes Pascal Montfort. The best is therefore yet to come for this athlete who is already attracting the greats from LVMH to Omega. And there is no doubt that she will also prove herself when it comes to fashion.