Fashion meets football

Loro Piana is furthering its collaboration with Turin-based Juventus Football Club, as it has been roped in to design the official uniforms for the women’s team during the 2022-23 football season, along with formal suits for the men’s team.

Last year, Loro Piana unveiled designs for the men’s team with formal off-field uniforms. The House shares the Piedmont club’s values, tradition and philosophy, including inclusiveness, fair play and a continuous pursuit for innovation.

In addition to the bespoke formal suits made with Loro Piana’s finest fabrics, the women’s team will wear casual uniforms for home matches and away games, which will also be designed by the Maison. The designs will debut during the upcoming season of the UEFA Champions League, played by top-division European clubs, and at institutional events.

Last year, the Maison created custom looks for the male team, including a long-sleeved cotton polo shirt and pants, a cotton shirt paired with a superfine woolen cardigan, and a cashmere and silk jersey deconstructed blazer. It also designed a tailor-made suit for the Series A soccer club’s manager, Massimiliano Allegri.

As part of the soccer-fashion revolution, several brands have or had ties with soccer clubs, including Thom Browne with FC Barcelona; Hugo Boss with AS Roma, FC Bayern, Real Madrid, Tottenham Hotspur and Paris Saint-Germain; and Paul Smith with Manchester United.