default-output-block.skip-main
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:

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

© 2021 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2022 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions and Privacy policy.