WC 2022The football jersey becomes a piece of the season
Luxury and streetwear brands are in a football frenzy. Many labels collaborate with clubs and players or take inspiration from sports for collections.
- Lauren Cavin-Hostettler
On November 20, 2022 FIFA World Cup in Qatar. The soccer jersey is fittingly at the top of the list of current fashion obsessions. After motorsport, the world of football now attracts both luxury brands and streetwear brands.
AS Monaco’s colorful checkerboard pattern jersey was designed in collaboration with Parisian label Drôle de Monsieur. The fans criticized the choice of color, which did not match the colors of the club, but the players already wore the shirts for the Europa League matches in October.
AFC Ajax have chosen Dutch streetwear brand Daily Paper for their jersey and training kit. Result? A gold shirt with African wax patterns to commemorate the origins of the label’s two founders.
The jersey that Nigo – Japanese streetwear icon and creative director of Kenzo – designed together with Adidas for the World Cup in Qatar is pure Japan: soft pink and green to reflect the colors of Japanese spring and the iconic cherry blossoms. The designer also wanted to emphasize the country’s values and craftsmanship.
Luxury brands are also participating
In its latest collection, called Palace, the luxury brand Gucci presented several football-inspired jerseys: one with strawberries, another with the luxury house’s monogram (see first image).
Brands were also tempted by the world of football on the catwalk. London label Martine Rose, American streetwear brands Supreme and Pleasures and even Balenciaga (in collaboration with Adidas) designed their own take on the soccer jersey.
Footballers become muses
While David Beckham was one of the first to bridge the worlds of sport and fashion, other footballers have since become the faces of major fashion brands. This May, Manchester City midfielder Jack Grealish signed a contract with Gucci.
American Megan Rapinoe collaborates with Spanish label Loewe. Marcus Rashford, who previously collaborated with Nike and Off-White in 2018, teams up with Burberry and Kylian Mbappé collaborates with Dior.