Since our economy took a wrong turn somewhere and is currently trying to find its way back, fashion is still staying alive. However, the industry is looking for all possible routes. Fashion has been taking the road of sports by collaborating with well-known athletic icons such as Derek Jeter and Nike and Armani having the oh so good-looking David Beckham model in underwear…(sigh). Recently, fashion world has caught World Cup fever on the way. Fashion designers and sports have united to kick off products for the FIFA World Cup in South Africa.
The tournament is considered to be the world’s largest sporting event. So, it comes as no surprise that some of the world’s largest fashion designers would be apart of something like this. Louis Vuitton created a special case for the 24-karat gold trophy with malachite detailing that will be given to the winning team. If I was on the winning team I don’t know if I would be more excited about winning or that the case was a Vuitton…hmm. Giorgio Armani has not only dressed the Italian national team in the past, but created a World Cup collection of men’s accessories for Emporio Armani. The collection includes a weekend bag, belts, sneakers, t-shirts, and boxer briefs with a detachable flag logo. Dolce & Gabbana, also supporting the Italian national team, offers a more sophisticated collection. A navy blue two-buttoned suit with spear-headed lapels over a white shirt, a Jacquard tie, a four-button waistcoat and sunglasses all with the Italian flag somewhere within.
Many more designers have caught a case of the World Cup fever such as, Puma, Nike, and Adidas. The companies hope to generate more to the industry. I believe they are going down the right route. Although sports merchandise like football jerseys and team logo coozies have been produced for years, designers have brought something new and innovated to the table. This is a market that has so many opportunities and I look forward to see what the future holds for fashion and sports!