{"id":10915,"date":"2024-07-10T00:00:00","date_gmt":"2024-07-10T00:00:00","guid":{"rendered":"https:\/\/www.koktailmagazine.com\/?p=10915"},"modified":"2024-07-10T00:00:00","modified_gmt":"2024-07-10T00:00:00","slug":"how-athletes-became-the-faces-of-luxury-fashion-houses","status":"publish","type":"post","link":"https:\/\/www.koktailmagazine.com\/th\/2024\/07\/10\/how-athletes-became-the-faces-of-luxury-fashion-houses\/","title":{"rendered":"From Fields to Front Rows: How Athletes Became the Faces of Luxury Fashion Houses"},"content":{"rendered":"

Athletes have moved beyond sports to become fashion icons. Want to see how your favourite athletes are making their mark? Read below.<\/h3>\n

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In recent years, the worlds of sports and fashion have collided in ways we never saw coming. Athletes have morphed from being sports heroes to full-blown fashion icons. Collaborations between luxury brands and athletes have made these sports stars more relatable and influential beyond their on-field achievements.<\/p>\n

The Evolution of Athletes in Fashion<\/h1>\n

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Athletes dabbling in fashion is not a new phenomenon. This relationship has been brewing for decades, with some unforgettable moments marking its evolution.<\/p>\n

The 1980s: The Beginning<\/h1>\n

Michael Jordan’s collaboration with Nike to create the Air Jordan line marked a significant moment. Air Jordans became a cultural phenomenon, symbolising athletic excellence with a style that fans worldwide adored. Today, the Air Jordan legacy lives on, captivating new generations of fashion enthusiasts.<\/span><\/p>\n

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Photo: Courtesy of GETTY IMAGES \/ FOCUS ON SPORT<\/a> <\/p>\n

The 1990s: Hip-Hop Culture and Sportswear<\/h1>\n

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The 1990s saw hip-hop culture embracing sportswear brands like Adidas, Nike, and Puma, solidifying the connection between athletes and fashion. Basketball legends like Allen Iverson and Shaquille O’Neal became style icons, influencing streetwear trends. Their impact shaped how young people dressed and expressed themselves.<\/p>\n

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Allen Iverson<\/figcaption><\/figure>\n
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Shaquille O\u2019Neal<\/figcaption><\/figure>\n<\/figure>\n

The 2000s: High-End Collaborations<\/h1>\n

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In the 2000s, athletes started collaborating more with high-end fashion brands. David Beckham, for instance, became known for his stylish appearances and partnerships with Armani. A crucial moment occurred during the 1998 FIFA World Cup match between England and Argentina, where a controversial red card heightened media attention around him. Nevertheless, his stylish off-field persona bolstered his cultural influence, alongside his endorsement deals that involved modelling underwear and clothing lines for Armani.<\/p>\n

The 2010s: Athletes as Designers<\/h1>\n

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The trend continued to grow with athletes like LeBron James launching his own fashion brand called ‘House of Hoops.’ This brand was a collaboration with Nike and Foot Locker, focusing on basketball footwear and apparel. Similarly, Serena Williams launched her own fashion brand called ‘Aneres,’ which is ‘Serena’ spelled backwards.<\/p>\n

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Additionally, these collaborations became more common. For example, the partnership between Nike and designer Virgil Abloh, founder of the fashion label Off-White, brought a high-fashion element to sportswear. Off-White gained popularity for its streetwear-inspired designs and collaborations with Nike and Louis Vuitton.<\/p>\n

The 2020s: Athletes Leading the Fashion Pack<\/h1>\n

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The trend has reached new heights, with Russell Westbrook collaborating with Jordan and appearing in high-profile campaigns, Dwyane Wade showcasing his fashion style, and Naomi Osaka becoming a fashion icon in the 2020s through her partnership with Louis Vuitton.<\/p>\n

Football Field<\/h1>\n

Kylian Mbapp\u00e9 and Hublot<\/h1>\n

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One notable example is French football star, who is playing in the UEFA European Championship (Euros), Kylian Mbappé and his association with Hublot, a Swiss luxury watchmaker. Mbappé, known for his speed and skill on the field, has become a key ambassador for Hublot. He has been seen wearing various models from the brand, including the Big Bang Steel White Diamonds. Its design is bold yet elegant, much like Mbappé’s presence on and off the field.<\/p>\n

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Kylian Mbapp\u00e9 for Hublot<\/a> <\/p>\n

Son Heung-min with Burberry and Tumi<\/h1>\n

Son Heung-min, the South Korean football sensation, has captivated fans worldwide as a forward for Tottenham Hotspur and the South Korea national team. Recognised as one of the best players globally and celebrated as one of the greatest Asian footballers of all time, Son’s speed, precise finishing, and playmaking expertise have set him apart in the world of football.<\/p>\n

In 2022, Son was named a brand ambassador for Calvin Klein Underwear in South Korea. He has been a brand ambassador for the British luxury fashion house Burberry. In March 2023, he was named the global face of Burberry’s first campaign under its new chief creative officer, Daniel Lee.<\/p>\n

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In February 2022, he became a brand ambassador for the American high-end luggage brand Tumi. His role with Tumi evolved, and by February 2024, he had been promoted to a global ambassador, starring in a major campaign featuring the new TUMI 19 Degree Aluminium collection.<\/p>\n

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A post shared by Burberry (@burberry)<\/a><\/p>\n<\/div>\n<\/blockquote>\n