Balenciaga will be fashion partner of Stade Rennais

After the agreement between Roma and Fendi and the possible one between AC Milan and Off-White, another one is on the way. Stade Rennais has just formalised an agreement with Balenciaga, the brand founded by Spaniard Cristóbal Balenciaga in 1917 will dress the French for the entire current season for Ligue 1 and Europa League matches. An agreement also and above all because Balenciaga is owned by the Kering group, a company owned by François-Henri Pinault, who is also the owner of Rennes. A collaboration that once again attests to how vast the market of fashion partners of the top European clubs has become, ranging from the excellences of the tailoring sector to the streetwear brands and the most unrecognised in the world.

It is now a growing trend, in the last few seasons more and more brands have decided to approach the world of football - conceiving a club as a brand to collaborate with and not only as a group of players to dress - underlining how cross-sectorality is a concrete way to avoid expiring in the usual collabo. And after last year's agreement between Dior and PSG, now another great French fashion house, such as Balenciaga has entered the field, dressing a less emblazoned team such as Stade Rennais, so the challenge is also open outside the playing field.