Redesigning football venues to embrace fashion trends
Football's love affair with fashion isn't just about swanky collaborations - it's about cementing culturally relevant connections and leveraging fond memories. From the terraces to the runways, football culture has become a celebrated dancefloor for creatives and athletes alike. And as the game continues to evolve, so does the freedom to express one's fandom through sophisticated fashion choices.
Flashback to 2006, when Kim Jones weaved a terrace-inspired masterpiece for Umbro. Fast forward to 2018, when Virgil Abloh flipped the script with Off-White's 'Football Mon Amour' collection - a playful fusion of European soccer branding and hip-hop culture. In 2020, Balenciaga, under the watchful eye of football devotee Demna, unveiled a full football kit for the fictional Balenciaga Football Club, showcasing a posh take on the traditional jersey.
Criticism of exploiting working-class roots has followed some house moves, but the best football fashion lines skillfully nod to culture and heritage in genuine and valuable ways. case in point: Manchester United collab-ed with legendary Mancunian artist Peter Saville, reimagining his iconic artwork for Joy Division's Unknown Pleasures, using players' heart-rate data.
Nostalgia reigns supreme, fueling the market for vintage jerseys, and designers are spinning fresh takes on retro football trends. One example: Supreme's football jerseys inspired by Italian heritage brand, Lotto.
The world of football merchandise knows no boundaries, with fans sporting jerseys irrespective of team allegiances or even enthusiasm for the sport. Major clubs need to market globally, engendering a sense of belonging while resonating locally.
Take Kylian Mbappeé, for instance. His move from PSG to Real Madrid garnered a few million Instagram followers. But the power of football fashion can't be denied; it consistently offers universal appeal. NIGO, Kenzo's artistic director, even designed Japan's football team jerseys for the 2022 World Cup, drawing inspiration from traditional Japanese craftsmanship and the elegance of cherry blossoms.
Football clubs are jumping on the bandwagon, partnering with high-end brands and streetwear labels to captivate fan bases. From Jordan x PSG, Palace x Juventus, Y3 x Real Madrid, Aries x Arsenal, Moncler x Inter FC to Patta x Barcelona – it's a creative battle, each brand vying to showcase their prowess and imprint their unique identity on the game.
In the Emirates stadium, London Fashion Week made its mark, with LABRUM London redesigning Arsenal's 24/25 away kit as a tailored suit, epitomizing a new frontier in football fashion.
As football fashion matures, clubs are hiring creative directors to steer partnerships and projects. Crystal Palace appointed Kenny Annan-Jonathan, while Birmingham City FC enlisted LA-based sneaker boutique UNDEFEATED.
The landscape of football retail is changing, with fans seeking more immersive, authentic experiences. Sense of place is crucial, and club retail spaces are striving to embrace local culture while remain accessible to global audiences.
The utilization of technology is another key factor. Club Brugge's personalized jersey builder and "gift finder" feature have seen immense success, demonstrating the potential for digital integration in footie fashion.
Clearly, the stadium remains a pulsating hub, bridging the gap between heritage and commerce. But as fans eagerly seek more opportunities to connect with the club both digitally and physically, it falls upon the clubs to create retail spaces that mirror their vision and heritage with cultural dexterity and creative excellence.
Businesses in the fashion-and-beauty industry are capitalizing on football's cultural relevance by collaborating on branding projects, as seen with the terrace-inspired masterpiece by Kim Jones for Umbro in 2006. This trend continues, with Virgil Abloh's 'Football Mon Amour' collection in 2018 and Demna's full football kit for Balenciaga in 2020.
Criticism about exploiting working-class roots occasionally arises, but successful football fashion lines authentically and respectfully acknowledge their cultural heritage, such as Manchester United's collaboration with Mancunian artist Peter Saville.
Fashion and sport continue to intertwine, with premium brands partnering with football clubs to create merchandise that engages global and local fans. Examples include Jordan x PSG, Palace x Juventus, Aries x Arsenal, Y3 x Real Madrid, and Moncler x Inter FC.
Innovative designs, such as LABRUM London's tailored suit reinterpretation of Arsenal's 24/25 away kit, are pushing the boundaries of football fashion.Technological integration, like the personalized jersey builder and "gift finder" feature of Club Brugge, demonstrates the potential for digital advancements in the football merchandise market.
As football clubs look to hire creative directors, like Crystal Palace's Kenny Annan-Jonathan and Birmingham City FC's LA-based sneaker boutique UNDEFEATED, the landscape of football retail is evolving to offer fans more immersive and authentic experiences that embrace local culture while catering to global audiences.
By bridging the gap between heritage and commerce, the stadium remains a pulsating hub for football and fashion enthusiasts alike, creating opportunities for clubs to foster stronger connections with their fan bases through creative and culturally aware retail spaces.
