The new role of footballers in the fashion industry And how fashion brands contribute to making them iconic

The role of footballers, especially off the pitch, has completely changed over the last ten years.

In a feature by Vogue Business, Lucy McGuire explains how soccer players have replaced actors in the fashion chessboard. In the title "Forget actors, footballers are the new fashion icons" there is the whole transformation of value composed not only of goals, assists and results.

The examples that McGuire cites are the most famous: Depay x Valentino, Rapinoe x Loewe, Rashford x Burberry, Bellerín x Louis Vuitton, Bakayoko x Études.. Names that represent the tip of an iceberg that is emerging more and more, testifying to the fact that the new fashion icons come from a football field and no longer just from Hollywood sets.

 
Bakayoko is a double voice in this case, because he is able to live and explain both the point of view of the brand and that of the player involved in these new mechanisms. Fashion brands are changing most of the rules of the game and are adapting above all to an increasingly experienced public: no longer the product at the center but the story that is created around it; the quantity of the listener is no longer preferred but quality.