SHE-CHAMPION: Soccer is having quite the moment in fashion, and luxury house Loro Piana said on Friday it has extended its collaboration with Turin-based soccer team Juventus to outfit its women’s division throughout the 2022-23 season.
The brand, controlled by luxury LVMH Moët Hennessy Louis Vuitton, signed a deal with the club last year to provide the men’s team with official off-pitch uniforms. Coincidentally, the brand and the club are both based in the northern Italian region of Piedmont.
As part of the extended partnership, the high-end cashmere sweater maker will provide the official kit for the women’s team that will debut during the upcoming season of the UEFA Champions League competition, played by Europe’s top division clubs. , and for institutional events. The brand is also introducing a more formal suit for male players.
Last year, Loro Piana created custom looks for the men’s squad, including a long-sleeve cotton polo shirt matched with sartorial trousers, a cotton shirt paired with a slim wool cardigan and a deconstructed cashmere blazer and silk shirt. He also created a custom suit for the manager of the Serie A football club, Massimiliano Allegri.
Although it’s customary for football clubs to link up with high-profile fashion brands for their off-pitch uniforms, Juventus made headlines in 2019 for upping the fashion quotient on the pitch as well.
The team had training uniforms and jerseys branded by London-based streetwear firm Palace Skateboards, in addition to Adidas’ three-stripe logo. The German sportswear giant has served as a partner of Juventus since 2015.
Several designer brands have or have had ties to football clubs, including Thom Browne with FC Barcelona; Hugo Boss with AS Roma, FC Bayern, Real Madrid, Tottenham Hotspur and Paris Saint-Germain; Paul Smith with Manchester United; Diesel with AC Milan, and Brooks Brothers with Inter, among others.
