The alliance of luxury and sport fashion: the new winning bet

The world of fashion and sport seems to have become one in recent years. Through prestigious collaborations between equipment manufacturers and fashion houses or sponsoring sporting events, the luxury / sport alliance is gaining momentum and attacking all areas, from Fashion Week to the sports field.

By tackling their sporty universe, luxury designers have contributed to desacralize a little more of the idea of ​​“luxury”, which has long been reserved for only a few. lucky couple. Result: sports apparel mixes the luxury codes, as it begins Virgil Ablohto launch his Off-White label in 2012.

The most popular sport and luxury collabs

To symbolize this sport/luxury union, fashion collaborations are on the rise. The concept: collections made up of pieces featuring the signature of a fashion house and a manufacturer of sports equipment. If the two such powers combine, the result can only be explosive.

And that’s exactly what French designer Simon Porte Jacquemus showed when he announced his collaboration with Nike, driving likes and comments to his Instagram account. Between the Frenchie style of bag creator Chiquito and the sportswear imprint of the American label, the union is unclear. And yet, the followers of Jacques style answered present. Like fans of sportswear fashion running out of stocks of sneakers, the coveted piece of collab ’.

Another fashion/sport collaboration, same enthusiasm: that ofAdidas and Gucci. The two giants literally merged their worlds, transforming their respective logos into one. Presented to the public for the first time on the catwalk at the Gucci fashion show, the collaboration was also accompanied by a playful and retro campaign, showcasing Alessandro Michele’s (Gucci’s artistic director) love for vintage fashion.

A few years ago, it was Balmain and Puma betting on a common collection. Olivier Rousteing envisions a full panoply of pieces including thick sneakers that symbolize this unity with a new class. To cover the collection, the designer called her close friend, Cara Delevingne, who posed with boxing gloves, the famous pair of white trainers from collab ’and long socks stamped with the logo repeated for the occasion uniting the universes of the two nails.

Luxury brands involved in the field of sport

From the catwalk to the Formula 1 circuit, there is only one step. For the Cruise 2023 collection, whose parade was held in Monaco, the Chanel house mixed motorsport metaphors into its silhouettes. Leather gloves, helmets, hats, jumpsuits, typical checkerboard pattern … All mixed with emblematic tweed and double C logo.

For the Spring-Summer 2022 Haute Couture collection, the French fashion house is currently paying tribute to the world of horses. Chanel’s ambassador and recognized rider, Charlotte Casiraghi, was actually invited to open this parade, riding a horse.

And the connections between luxury and sport don’t stop there. We think of Rolex, sponsor of many sporting events, including Grand Slam tournaments but also motorsport. As for Louis Vuitton, in 2020 and 2021, under the impetus of Virgil Abloh, former artistic director of men’s collections, two collections were conceived in close collaboration with the NBA.

If the connection between sport and luxury isn’t as clear at first glance, it’s even more anchored in our news. Fashion continues to liberate itself and become more democratic, responding to the front row of parades and the simple enthusiasts of this dream universe, as a desire to unite a wider audience.

The world of sport is undeniably endowed with a unified power, which can only benefit the big luxury players. The worlds of sport and luxury come together at one point: their rich histories are guided by unique personalities, whether a high -level athlete or a director. artistic in a large house.

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