As teams have rebranded themselves in highly bankable ways, luxury fashion houses have begun to see their potential. From the upcoming Fashion issue of AFR Magazine, out on August 26.
When Lionel Messi was announced as Paris Saint-Germain’s newest recruit last year, he wore a suit specially designed for his new team by Dior menswear creative director Kim Jones.
It turns out that while tennis and basketball have been churning out star players for lucrative endorsements with fashion houses for decades, soccer teams have been quietly turning themselves into fashion brands in their own right. The luxury world, understandably, is taking note.
Lauren SamsFashion editorLauren Sams is the fashion editor, based in Sydney. She writes about lifestyle including the arts, entertainment, fashion and travel. Lauren has worked as a features editor and fashion journalist for ELLE, marie claire and more. Email Lauren at lauren.sams@afr.com
