Recent developments in the football world have also seen kits transform into different products that communicate with a wider audience through their diffusion in the lifestyle world. The cross-industry spread of football and related styles has its roots in the popular traditions and subcultures of the 1980s and 1990s. The new generations have since made these styles inclusive by coining new terms and refining the aesthetics associated with the football jerseys, without leaving the places where its meaning has spread, from football to clubs to concert stages.
adidas is one of the brands that has most codified football style. Jerseys from the past and more recent jerseys are among the most popular among football and fashion fans. We owe the birth and origins of the new trends to the design of adidas jerseys and the Originals collections that are now at the centre of Instagram and TikTok feeds.
Before fashion shows and social feeds, football kits were worn on the street and in clubs. They were style-defining for fans and entire countercultural phenomena and served as an object of identification for a group. Alongside the adidas jerseys, there were always Samba, Spezial or Gazelle sneakers on display in the stands or raised to the sky during live performances, while rock music played from the stage, which has now evolved into new genres born from the cultural contamination and new inspirations of Gen Z.
Photographer: Alberto Castellano
Stylist: Sofia Spini
MUAH: Silvia Acquapendente
Artist: Futura
Hoodie BALENCIAGA, trousers GUCCI.
Top, underwear, tights, earrings JACQUEMUS, shoes MIU MIU.
Skirt OTTOLINGER, necklace PANCONESI, earcuff GIVENCHY.
