How one fashion conglomerate seemingly inserted itself into the Olympics

Snoop Dogg upon arrival at the Louis Vuitton Foundation for a fashion event, on the eve of Paris Olympics opening ceremony. Photo: AP

French luxury conglomerate LVMH, which has spent about US$163mil (approximately RM756mil) inserting itself into seemingly every non-sport aspect of the Olympics, held an opening ceremony of its own Thursday night (July 25).

Serena Williams, Jeremy Allen White, Charlize Theron, Mick Jagger, French actor Omar Sy and Snoop Dogg were among the many starry guests who attended LVMH’s pre-party, grandly called the "Prelude To The Olympics".