The Sporting Life
The summer Olympics in Paris have captured the attention of not only sports enthusiasts, but also fashion lovers. As one of the world's top luxury destinations and with LVMH as its Premium Partner, the Paris Olympics has brought even more attention to the fusion of fashion and athletics. The combination of fashion and high-end sports has become an unavoidable trend in mass culture this season.
Fashion and sport have a rich history together, as was shown in the Musée des Arts Décoratifs' exhibit Mode Et Sport, D'un Podium À L'autre (Fashion and Sport, From One Podium to Another). The exhibit traced the relationship between fashion and sport throughout history by examining their shared focus on the body, comfort and mobility. It featured pioneering designers like Jean Patou, Jeanne Lanvin, Gabrielle Chanel, and Elsa Schiaparelli, who were inspired by elite sports such as equestrianism, horse racing, and tennis, and the freedom of movement the clothing bestowed.
While that desire for increased independence and comfort has paved the way for the popularity of athletic and athleisure wear today, the industry overall is still focused on high-end sports like tennis and golf. So as the Grand Slam tournaments get underway and the buzz from Luca Guadagnino's film Challengers lingers, Tenniscore is scoring fashion aces this season. The film's costume designer, Jonathan Anderson of Loewe, is taking advantage of the current hype by creating an affordable collection in collaboration with Roger Federer for Uniqlo. But it is luxury brands like Giorgio Armani, Brunello Cucinelli, and Casablanca who are capitalizing on the trend and wealthy lifestyle association with their tennis capsule collections featuring tailored and luxurious pieces such as polo shirts and cable-knit sweaters.
Meanwhile, Golfcore is hitting the links with Thom Browne, whose capsule line features nods to classic golf attire such as tartan separates and argyle knitwear. Luxury brands Louis Vuitton and Fendi are also joining in on the trend with their own monogrammed golf bags. For leather lovers, Italian menswear brand Berluti has a special collection of golf gear made from their renowned Venezia leather, including a stylish bag, cap, and shoes.
But it’s not just the look of these sports that has captured the fashion set - it’s the athletes as well. Just this past month, Gucci announced its collaboration with American-Austrian sport manufacturer HEAD on a new custom duffle bag for Global Brand Ambassador and Australian Open champion Jannik Sinner. And not to be outdone, French luxury brand Louis Vuitton released a new “Core Values” campaign with tennis stars Roger Federer and Rafael Nadal.
The importance of celebrity partnerships is undeniable, but it begs the question: are athletes more relatable than Hollywood stars? While actors are usually the go-to for brand ambassadors, often appearing in glamorous settings or posing for red carpet photos, we see athletes when they are in their element – working hard and giving their all on the field. The world watches as they celebrate a hard-won victory and struggle in defeat, emotions that everyone can relate to.
This is why athletes make such strong ambassadors for brands looking to connect with audiences on an emotional level. Athletes can help fashion brands tap into their own loyal followings, while still appealing to luxury and aspirational shoppers. It’s a synergistic relationship that works well together, so expect to see the worlds of fashion and sport continue to collaborate and drive lifestyle trends.
Jannik Sinner image by Antoine Couvercelle, courtesy of Gucci; tennis rackets and golf clubs images courtesy of Shutterstock
