Two French fashion and football (read: soccer) powerhouses join forces as Dior announces a two-year contract with the star-studded Paris Saint-Germain (PSG) team. Dior and PSG each made the announcement on social media with photos featuring some of the team's top players sporting classic black suits.
The change is big news as PSG moves on from the club’s seven-year partnership with Hugo Boss. It also comes as another round of exciting news to the Parisian club which recently welcomed legendary player Lionel Messi for a $104 million, two-year contract. Messi joins PSG players Neymar da Silva Santos Júnior and Kylian Mbappé to become a triple-threat unlike anything the football world has ever seen.
Casual outfits will consist of Harrington jackets, knit sweaters and polo shirts, all with “CD” initials and an embroidered “Paris Saint-Germain” patch. Formal outfits include a cashmere coat, a black suit, a PSG tie and Timeless cap toe derby shoes with each player’s jersey number embossed on the insole. Players will receive accessories such as a cashmere scarf, a reversible belt and the iconic Dior Saddle Bag in black grained calfskin.
“With this partnership, Paris Saint-Germain continues its pioneering foray into the world of fashion and lifestyle," the club announced in an online statement. "The club shares the house of Dior’s passion for Paris, whose global influence is enhanced by the two brands’ creativity."
The collaboration with PSG will be Dior’s first partnership with a sports club, but this announcement falls in line with Dior’s push to appeal to a modern audience and to further delve into streetwear while maintaining its high-end reputation and price points. The club’s high visibility and the individual players’ style mesh perfectly with today’s Dior.
Kim Jones, the company’s current artistic director, has already demonstrated this initiative with the Nike Air Dior 1 and his collaborations with street artist KAWS and Shawn Stussy, founder of California streetwear brand Stüssy. Jones most recently collaborated with Houston rapper Travis Scott on the label's SS22 menswear collection. Scott is also known for his own collaborations with Air Jordan and for starring in various Air Dior campaigns.
Between this collaboration and stars Messi, Neymar and Mbappe, this season will be one to watch on and off the pitch. Dior’s decision to expand into sports with Paris-Saint Germain is an ideal match. Read more about the announcement via Reuters.