Louis Vuitton becomes “Title Partner” of the 37th America’s Cup
by Adriano Batista
The 37th edition of the America’s Cup is set to take place in Barcelona from August 29, 2024, to October 7, and Louis Vuitton is right there at the heart of it all.
Both Louis Vuitton and the America’s Cup share a forward-thinking vision. They focus on performance enhancement while respecting centuries-old traditions. Whether it’s crafting the Trophy Trunks or designing sustainable and lightweight materials, they’re on the same page. It’s about merging the old with the new, just like the 3D designs and hydrofoils that help the AC40 and AC75 sail faster.
Louis Vuitton’s involvement in this legendary competition began in 1983, and they’re picking up where they left off. They’ll be crafting bespoke Trophy Trunks at their historic workshop in Asnières to carry two prestigious trophies: the Auld Mug, a silver ewer presented to the America’s Cup winner since 1851, and the Louis Vuitton Cup, initiated by the Maison in 1983 for the winner of its namesake competition. The Challenger who lifts the Louis Vuitton Cup will earn the right to challenge the Defender, this year represented by the Emirates Team New Zealand.
“It’s a matter of immense pride for us to return to this historic competition as the Title Partner. Barcelona’s Port Vell will host a blend of elegance and power, where teams will compete boldly, showcasing talent and mastery on increasingly innovative sailboats. These values reflect the spirit of Louis Vuitton and its artisans,” says Pietro Beccari, President and CEO of Louis Vuitton.
The America’s Cup, founded in 1851, and Louis Vuitton, established in 1854, have been on parallel paths for 130 years. In 1983, these paths converged when Louis Vuitton introduced a specific trophy for the competition between the Defender and Challenger teams. Since then, Louis Vuitton has consistently enhanced the visibility and prestige of the America’s Cup.
“We work every day to make the 37th America’s Cup in Barcelona the most exceptional in history. With their name and spirit associated with the event, Louis Vuitton is once again part of our quest for excellence,” Grant Dalton, CEO of America’s Cup Event, remarks.
The 37th America’s Cup promises to be a spectacular event, with three Preliminary Races: the Youth & Puig Women’s America’s Cup, the Louis Vuitton Cup, and the 37th Louis Vuitton America’s Cup, all happening in Barcelona from late August to late October 2024.
The application process for the next edition of the Hyères Festival is now open!
Amado
A reimagined version of their classic Plantaris, this ultra-limited release swaps the usual for titanium, turning a familiar shape into something that feels like it’s from 2075.
With a remarkable voice that challenges the status quo, Marval Rex is redefining cultural + transgender identities through the lens of comedy, performance, and thoughtful discourse.
SAVVA at Angels Project photographed and styled by Alberto Saguar, in exclusive for Fucking Young! Online.
Rombaut’s new drop, Ground I, is the latest step in their barefoot series, a shoe that keeps getting simpler, quieter, more like a sculpture than just footwear.
Rick Owens’s first major retrospective in Paris, Temple of Love, transforms the Palais Galliera into a ritualistic sanctuary.
Alex Brendon photographed by Virginia Navarro and styled by Tomás Jaramillo, in exclusive for Fucking Young! Online.
At Selfridges’ Summer of Sound: Music Talks, Allie X and Charles Jeffrey sat down to discuss how music and fashion shape an artist’s visual identity.
Simon Bresky and Brayden Dutremble photographed by Pasquale Vino and styled by Andrea Bassi, in exclusive for Fucking Young! Online.
Somewhere between pop spellcasting and club catharsis, the line between artist and alter ego blurs into something feral, fabulous, and dangerously seductive.
As summer winds down, MR PORTER’s Pre-Fall 2025 campaign bridges the gap between sun-soaked ease and the crisp transition ahead.
From November 14 to 16, 2025, Maastricht will once again transform into a hub for fashion, art, and performance as the FASHIONCLASH Festival kicks off its 17th edition.
The Polish brand’s High Summer Drop SS25 is built for summers that linger in memory, with pieces meant to outlast the season.
For Fall/Winter 2025, Levi’s® reworks its most iconic pieces, combining heritage with fresh updates.
Drowning in all the new music releases? We’ve got you covered. Dive into our handpicked selection of this week’s standout tracks, from rising stars to iconic artists.
The collection takes classic shapes and twists them into something entirely new, with ultra-curved silhouettes that look like they’re from the future.
At the center of it all is British rapper Lancey Foux, the latest addition to what Milli calls the “Clique.”
Maison Valentino has unveiled its latest campaign for Chinese Valentine’s Day, falling on August 29 this year.
Photographer Manuel Cardozo was on the ground, snapping exclusive shots of the looks, the vibes, and the unstoppable energy of WHOLE 2025.
Designed in Venice Beach by Eli Russell Linnetz, the ERL Flip Flop combines technical precision with the brand’s signature laid-back audacity.
From hypnotic sex club dancefloors to melancholic club bangers, flirty800 (aka Harley) isn’t just spinning tracks, he’s warping realities.
This season, the brand looks back to its roots, drawing inspiration from the Palais-Royal, home to its first café.
Nothing has entered the over-ear headphone space with Headphone (1), a pair designed to catch the eye and satisfy the ears.
Simone Baggio and Luca Borsi photographed by Fabrizio Martelli and styled by Giorgia Devalle, in exclusive for Fucking Young! Online.
We just got back from our first Yaga Gathering off the map, deep in the Dzukija forests in Lithuania. We were greeted with heavy rains and friendly people, who told us this was a magical healing forest,… »
For its Summer 2025 campaign, GUESS JEANS taps Hawaiian model-actor-skater Evan Mock and LA creative Alana Champion to channel the effortless cool of its most iconic ads.
New Era has reworked its classic 9FORTY cap for 2025, introducing the M-Crown, a sleeker, more structured take on the streetwear staple.
Italian fashion house Gucci presents its new advertising campaign: “The Gucci Portrait Series”.
Prada’s campaign shows what clothes do when they’re worn, when they’re part of a body in motion.
Vivobarefoot’s new Primus Trail Flow Mid is for hikers who want to feel the ground, not fight it.
Since 1970, the Rencontres d’Arles has been the premier international photography festival and one of the major cultural events in the South of France.
