default-output-block.skip-main
BoF Logo

The Business of Fashion

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

Fendi Inks Two-Year Deal with Italian Football Club AS Roma

Fendi will provide an official collection for Roma’s first-team players for the 2022-23 and 2023-24 seasons.
Fendi will provide an official collection for Roma’s first-team players for the 2022-23 and 2023-24 seasons. (Shutterstock)

The LVMH-owned label will provide an official wardrobe for Roma’s first-team players for the 2022-23 and 2023-24 seasons, according to a statement by the Italian football club on Wednesday.

Silvia Venturini Fendi, the brand’s artistic director of accessories and menswear, designed a range of formal and casual looks for the players to wear as the team travels to compete in both Italian and European competitions.

The looks will be revealed in August ahead of the next season of Serie A, Italy’s top football league.

Fendi has leaned into its Roman heritage more extensively in recent years, adding ‘Roma’ to its logo and staging shows at the Trevi Fountain and Colosseum.

“This unprecedented partnership between Fendi and AS Roma originated from the common values and origins we share, celebrating the city of Rome and two firms that were founded here, one shortly after the other,” said Serge Brunschwig, chief executive of the Italian fashion house since 2018.

Learn more:

Why Luxury Brands Want in on Football

Despite the rocky history between fashion and football, luxury brands from Moncler to Dior are looking to benefit from the cultural power and global audience of the world’s most popular sport.

In This Article
Topics
Organisations

© 2022 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

The brand on Monday revealed its 2023 “Blue Book” collection of high jewellery, a series of intricate pieces priced upwards of $75,000 that marks the brand’s first high jewellery collection since bringing on former Cartier designer Nathalie Verdeille as chief artistic officer in 2021, as well as the first collection fully developed under LVMH.




view more

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
Discover the Key Themes That Will Define the Global Beauty Industry
© 2023 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy and Accessibility Statement.
Discover the Key Themes That Will Define the Global Beauty Industry