Euro 2024: Football omnipresent in fashion collections

June 14, 2024 will remain engraved as the date of major gatherings: while women and their allies mobilized during the feminist strike in the cities of Switzerland, football fans gathered around the big screens which grew like mushrooms in the fans areas across the four corners of Europe. The 17th edition of the Euro was then officially open, until July 14, 2024. The great collective enthusiasm confirms the glimmer of hope of a new world which is emerging at the same time as the world before is wavering on its feet. its worn-out values. Fashion is complicit in these contrasts. Necessarily. The brands that have made non-conformism their signature are even fond of it.

This famous Friday, June 14, the punkest of Italian brands Moschino presented its spring-summer 2025 ready-to-wear collection in Milan. With his second collection, the new artistic director Adrian Appiolaza confirms his enthusiasm for reinterpreting the fundamentals established as a manifesto of anti-fashion fashion by the brand’s creator who died on September 18, 1994 at the age of 44, Franco Moschino.

Team queer

Among the revisited symbols, it gives a nod to football culture. Straightforward, it is inspired by the graphic appearance of the ball, this accessory on which the eyes of the whole world are glued for a month on the green pitches. It’s a success, the few flagship models in homage to football in the collection immediately establish themselves as objects of desire.

Closer to home, Zurich-born Julian Zigerli is also making his way off the beaten fashion path. He adds football and the homoerotic fantasies it arouses to his oversexualized imagery. At the end of May, before the start of the championship, the brand’s Instagram revealed a first photo of its dream team, a queer team with prominent jerseys. To present this collection which turns the neck on the virilistic clichés of the most popular sport in the world, the designer takes inspiration from the cult Panini cards and albums on social networks.

Ubiquitous block core movement

A jersey bearing the image of your beloved team, this is a fetishistic clothing choice worthy of a cry from the heart. Champion, the cult sportswear brand from the United States, offers a collection in collaboration with Highsnobiety and La Sunday.

Barely released, the jerseys tailor-made for those who like committed stylistic choices are already collector’s items. Rather than a simple first-degree inspiration, the collab gives an extra soul to the limited edition by paying a double homage to football and the rich musical culture of the Ivory Coast.

Highly graphic and available in a refined chromatic range, the Not In Paris collection is enhanced by the regional code of Abidjan. In a recent interview with SoccerBible, German model Lena Gercke analyzes: “The meeting of fashion and football is absolutely astonishing, we see it today more than before.”

Jerseys are no longer only worn on sports fields or when playing football. The bloke core movement places the jersey in a completely new environment. We see it everywhere at the moment. I think sport has a positive influence on fashion. Sports polarize so many people in insane ways, and football, especially, is incredibly polarizing. That’s why you can experiment so much with fashion and do a lot of things.”

Finally, since becoming head of artistic direction at Balenciaga, Georgian designer Demna Gvasalia has decided to revolutionize luxury by shaking up its codes. After the handbag in the shape of a packet of chips, he revisits the football jersey in an oversized version and in very ice cream colors. In his team, each player wears the number 10 and the name of an international city.

Alexandre Lanz has the benefit of his initial training in the fashion sector, through which he forged the outlook that he has developed over the past twenty years on the subjects he addresses in culture, lifestyle and society.More info

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