Once limited to the stands, the football jersey has made its way to the runways, transforming into a true fashion icon. Now detached from its sporting context, it inspires designers, luxury brands and younger generations who embrace it as much for its aesthetic as for its cultural references.
An all-purpose piece
Worn far beyond the stadiums, the football jersey has gradually become a staple in both men’s and women’s wardrobes. In this space, Adidas reigns supreme, mastering the art of blending athletic heritage with trends. In 2023, the three-stripe brand made waves with a Balenciaga collaboration inspired by the world of sports, reinforcing the dominance of sportswear in luxury.
2023 was also marked by another major collaboration with Grace Wales Bonner, a rising star in British fashion. By reimagining the Jamaican national team jersey, she managed to turn this athletic uniform into something sophisticated. A genuine success, the partnership made room for an ongoing collaboration with Adidas. Later, the reissue of the Samba, an iconic football shoe, became a full-blown fashion phenomenon, topping sales and being embraced by both Gen Z and vintage lovers.
Aware of the growing importance of circular fashion for a new generation of consumers, Adidas decided to go even further. Last spring, the brand launched a pop-up in the Marais made entirely of second-hand clothing. Praised by content creators and thrifting fans alike, the event confirmed a deeper trend: whether new or vintage, the football jersey has become a contemporary wardrobe essential.
The roots of the trend
Originally designed for players on the field and fans in the stands, the football jersey is above all a symbol of belonging and support. Worn in the city, it becomes a way to proudly represent your team’s colors, especially in a capital like London, which boasts no fewer than thirteen clubs. Over the years, fans began wearing their favorite jerseys more out of habit than rivalry.
In 2018, for the World Cup, Kim Jones launched a major collaboration with Nike titled “Football Reimagined.” At the same time, Virgil Abloh, newly appointed Artistic Director at Louis Vuitton, offered his own reinterpretation of the jersey. Initially popular among streetwear enthusiasts, the trend was quickly picked up by major fashion houses eager to appeal to the new generation.
Acne Studios x Kappa
Proof that the trend is still going strong, Acne Studios has teamed up with iconic Italian brand Kappa, known for being the first to sponsor a football team: Juventus FC in 1979. This capsule collection, made up of about fifteen pieces, taps into the “bloke-core” aesthetic, inspired by the look of British football fans.
Expect long-sleeved jerseys, bowling bags, technical tees and tracksuits. As a nod to the ecstatic scenes in football stadiums, Acne Studios and Kappa used the flame motif as the highlight of a minimalist collection in pastel tones. A subtle tribute that cements the jersey’s place in today’s fashion landscape. See the collection
A thousand and one jerseys
While football jerseys continue to inspire brands, the fashion avant-garde is busy deconstructing them entirely. At Koché, jerseys are turned into patchwork slips that merge elegance with sportswear. Brazilian designer Renata Brenha explores the jersey’s versatility by pleating it into flowing trousers.
The trend has also taken off on social media. Among the creators riding the wave is Mia Miranda Marquez, who went viral after cinching a Mexico jersey to give it a more feminine shape. Her upcycled creations have won over Gen Z, always on the hunt for new ways to customize their style. Then there’s Rémy Boutareau, a former student of the Antwerp Fine Arts Academy, who took things even further by designing a wedding dress inspired by Kylian Mbappé’s PSG jersey, proving that sportswear can even show up at life’s most formal events.
Merging sports references with bold experimentation, the football jersey is straying further from its original purpose to become a true canvas for expression. From haute couture to viral TikTok creations, it’s a testament to the incredible versatility of a now-iconic piece.
