Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Dior Inks Two-Year Partnership with Football Club Paris Saint-Germain

Paris Saint-Germain players in Dior. Dior.
Paris Saint-Germain players in Dior. Dior.

Dior artistic director Kim Jones has designed the team’s official wardrobe for the next two seasons, marking the luxury brand’s first tie-up with a sports club.

Jones’ designs, which Paris Saint-Germain (PSG) players will sport off-pitch, span both casual and formal wear. Previously, PSG was tied to Hugo Boss.

The news follows last month’s announcement that PSG signed a two-year contract with former F.C. Barcelona star Lionel Messi, making the star-studded team 3/1 favourites to win the Champion’s League.

Learn more:

ADVERTISEMENT

How Fashion Brands Should Play the Women’s Sports Boom

Women’s sports viewership has been rising for years and the influence of female athletes is growing with it — but fashion has yet to fully capitalise on the marketing opportunity.

In This Article
Topics
Organisations

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
Provide insight and analysis on fashion’s most powerful luxury brands.

Do Watch Buyers Really Care About Sustainability?

IWC’s chief executive says it will keep leaning into its environmental message. But the watchmaker has scrapped a flagship sustainability report, and sustainability was less of a focus overall at this year’s Watches and Wonders Geneva.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The Business of Beauty Global Awards - Deadline 30 April 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
The Business of Beauty Global Awards - Deadline 30 April 2024