by Alain Chivilò
In the Ligue 1 Paris Saint-Germain is one of the most competitive football team in the French national championship.
A sports team, in this case football, becomes a unique media vehicle with spotlights always on. Football players are praised and always interviewed, consequently the Dior wardrobe is always in the spotlight. A prestige but also business in marketing and communication, to subsequently translate into sales.
The Creative Director in charge Kim Jones ideated elegant creations for the season 2023-24, so Paris Saint-Germain can win in advance as distinction.
For the football players, the events were divided in fun, patience and waiting, shared with Dior’s haute couture and the photographers ready to document this partnership.
Entering the clothes that are part of the official PSG: Dior Explorer loafers punctuated by the CD Icon signature on the upper. A Hit the Road backpack and toiletry bag, covered in the unmistakable CD Diamond motif. Inside a palette of black, blue or gray a Harrington-style jacket, a knitted sweater, an oxford shirt (embellished with a PSG patch, or delicate embroidery).
Continuing inside clothes and accessories: a cashmere scarf, a silk tie and a reversible belt. A double-breasted suit enriched by a strap and sublimated by a brooch adorned with the initials CD. A coat and a pair of Monk Dior Evidence shoes.
Paris Saint-Germain in Dior but, at the same time, Dior in PSG. Style interests in accordance with an underlying elegance. Fabric processing and hand tailoring for finesse in competitive sports.
©AC, NDSL, AM, Alain Chivilo