Football and fashion weave a warm relationship with the image of the fans

“Fendi” partners with “AS Roma” to give the team elegance

Fendi recently announced its partnership with AS Roma, wholeheartedly strengthening its connection with Rome. There are many fashion houses that started from Rome and their importance is not underestimated, but “Fendi” has always reminded us of its origins, as if it was afraid that we would forget this fact. Recently added the name “Rome” to its logo, in addition to its eagerness to hold its performances in iconic locations of the Eternal City such as the Trevi Fountain and the Colosseum. From this perspective, her recent announcement with the Romanian club may not come as a surprise. This was confirmed by a statement by Serge Branswig, CEO of the Italian house, in which he said: “This unprecedented partnership between Fendi and AS Roma is natural because they share the same culture and principles, from the love of the Eternal City to the fact that they, the gym and the house, were founded at a very close time. Fendi in 1925 and AS Roma in 1927.

…and the player in costumes for each day of the team

Under this agreement, Fendi will supply the team’s clothing for two consecutive years. The house reported that its creative director, Silvia Venturi, has already completed the design of a formal and informal collection, as well as accessories for the team, which will be unveiled in August. So far, there are only indications that the assortment is dominated by blue, yellow and dark red, the colors of the Romanian football team, and that it includes tailored suits in an Italian style that combine elegance and comfort, as well as separate “sports”. ” pieces with appropriate accessories that leave no doubt that they are luxury because they carry the “Fendi” name. .

Nikola Zalensky in separate pieces of the first group

The announcement of “Fendi” of its partnership with “AS Roma” opens the file of the relationship between football and the fashion industry, which went through various tensions, closer to hostility before it was only consolidated in the last two decades. Until the 1990s, the former was popular and the latter elitist. The big fashion houses were afraid of any thread that could connect them with the football fans as their riot had a negative impact on their image and reputation. The house “Burberry” almost went bankrupt due to the demand for its products.

Their appearance in stadiums with baseball caps or plaid scarves revealing their identity caused the elite to dodge and dodge. All this has changed in the last two decades. The enthusiasm of the fans in the stadiums was tamed and the sport became less violent and populist, and footballers such as David Beckham and others entered the queue to change the masculine image of the star player. Of course, no one denies that Beckham has a great advantage in convincing everyone that attention to appearance does not conflict with their skills or with the masculinity of sport. In return, the fashion makers exchanged these friendly players by financing their clubs and contracting them in their promotional campaigns. Some of them became ambassadors for important brands such as David Beckham, who became the face of Calvin Klein, to be followed by others.

Paulo Dybala and a formal suit

Last year, designer Jonathan Anderson hired American soccer player Megan Rapinoe to run a promotional campaign for Loewe’s men’s collection. While the two English players, Raheem Shaquille Sterling and Trent Alexander-Arnold, appeared in the “Bottega Veneta” campaign, and for a while, Paris Saint-Germain defender Thilo Kerrer appeared in the French AME campaign for autumn-winter 2022 appears.

The appearance of a player from the front row in a tailored suit or chinos with the signature of any brand means an increase in demand and an increase in sales.

The time of advertising in magazines and stadiums is no longer sufficient or up to date, compared to social media, if we consider that the number of followers of some football stars sometimes exceeds the followers of the brand they represent. For example, Kilian Mbappe, the 23-year-old French player and ambassador of the “Dior” house for men’s fashion, has 65 million followers on “Instagram”, while the number of followers of the house does not exceed 39 million.

From the collection that “Fendi” will launch next month

One photo he recently posted wearing Oakley sunglasses attracted 3 million likes in record time.

Now there are many brands that fund important players and clubs and they have their eyes on these millions of followers hoping to attract them and gain their loyalty. She is reassuring that the image of football has reduced its aggression, and most importantly that its stars have gained a voice in relation to humanitarian activities and the defense of issues such as the advocacy of diversity and the rejection of racial discrimination and other issues currently advocated by fashion.

It is notable that when “Dior” linked its name to Paris Saint-Germain, Giorgio Armani to Napoli and “Moncler” to “Inter Milan”, the idea went beyond just the fashion of its players on and off the field. to the promotion of the image of fashion as a culture that enjoys the pulse of the street and understands its changes and transformations … On the other hand, many players have fallen under the spell of fashion in the extent that some of them, like the Spanish player Hector Bellerin, became a model and fashion designer as well as an environmental activist.


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