Gucci, Louis Vuitton, Prada: how luxury fashion brands and sports are growing ever closer
- Gucci’s recent partnership with tennis star Jannik Sinner is one of many recent examples of luxury brands aligning themselves with athletes
- Trends such as ‘blokecore’ are popularising sports clothes to non-sports fans on social media through models like Bella Hadid and Chiara Ferragni
When the 22-year-old Italian tennis star Jannik Sinner carried a Gucci monogram duffel bag during both Wimbledon and his recent US Open match against countryman Lorenzo Sonego, it was a sign of the ever-deepening relationship between sports and luxury fashion.
The bags were customised for each of the events by the Florence-based luxury house and emblazoned with the initials “JS”.
Gucci’s partnership with the player currently ranked seventh in the world is one of many recent examples of luxury brands aligning themselves with athletes.
“We are seeing more interest in athletics, as athletes have started to wear things solely for aesthetic reasons,” London-based fashion journalist Ayo Ojo says.
Louis Vuitton’s 2022 advertising campaign featuring football superstars Lionel Messi and Cristiano Ronaldo went viral when it was released just before the World Cup that year.
