The Euros has rolled around with its usual explosion of Louis Vuitton bags (follow to see which teams have been kitted out by key luxury players), WAG style (Bukayo Saka’s girlfriend is the name to know), and Three Lions-dotted merch signalling that it’s coming home. Both pitch and terrace style have long fed into fashion, but this weekend’s Vogue World: Paris will put major league soccer looks of the Place Vendôme spectacle. A ’90s-themed footie section will see athletes pass the ball, so to speak, between top models wearing brands that have FC culture injected into their core.
It doesn’t take a genius at explaining the off-side rule to work out which current football-obsessed designers this might include. Step up Demna, who has spoken about growing up in Georgia with players and priests as cultural figureheads. “Sports, religion, obsession and seduction are stripped of their functions leaving only the feeling that they are fashion garments,” he said at , where he premiered the uniform of the fictional Balenciaga Football Club with lunch-box clutches for sideline snacks.
But pundits have been commenting on his high-fashion interpretation of football tropes – often rooted in the working classes – since his Vetements days, when those slogan scarves scored big sales for autumn/winter 2017. Russia’s Gosha Rubchinskiy collaborated with both Burberry and Adidas back in spring/summer 2018 for a season-defining footballer-meets-club kid collection, featuring sh.