Fashion World Fashion World Cup

 

   fashion and Sports The boundaries have long been blurred. In the modern age of cross-border sports, athletes, personas, designers or luxury brand sponsors and sports events are no longer news. The question now is: who will be the next Beckham or Sharapova ? Who will build the next Lacoste or Polo Ralph Lauren? The answer may be announced this summer.
　　
In May 2010, the fashion industry welcomed the new darling. Designer Nor is it a model, nor a movie star or a nobleman, but a professional sailing sportsman. Alex Thomson, 37, is the youngest captain in the history of winning the clipper world sailing competition, and is also the two world record holder. However, for those fashions waiting for the Canary Wharf in London, it is not important for Thomson to complete the Great Britain's voyage in a few days. The important thing is that Hugo Boss is hosting a party for him here. VIP and media from Europe and the Far East are all present to celebrate the new car of Thomson, the IMOCA60 class sailing ship with a cost of up to 3 million pounds.
　　
Thomson is not a frequent visitor to fashion parties. This Welsh is a big man with half a year's stray in the sea, so his face is covered with sunshine and rain. Self mockery is a rough man. Although he has changed to a black Boss suit that he seldom wears on a regular basis, he still stands beside the radiant special guest and actress Diane Kruger, who is still the latter's bodyguard. In the epic film "Troy", Kruger played the role of "one face launched thousands of battleships" Helen, and tonight, she only needs to cut ribbon for a ship. Just as witnessed by more than 600 people, the black and white two-color sailing ship, which has been completed in 4 months, has been officially named "Hugo Boss". After the unveiling ceremony, it will depart with Thomson to New York and Hampton, and return to Europe in midsummer, and travel to the Mediterranean hot islands such as Sardinia, Capri and Ibiza to participate in a series of sailing events.
　　
Sailors may be the least likely to be accepted by fashion. Single sailors, such as Thomson, who have been fighting solo on the waves for a long time, are exposed to the uncertainty of the natural environment. They experienced unpredictable currents in the India ocean, facing the danger of being hit by other ships in the Malacca Strait, and encountered unprecedented storms in Cape of Good Hope, South Africa. The three meals are the constant compression biscuits, and life is always hanging between the lines, which is far from the elegant style pursued by the fashion industry. But the situation is changing. Once upon a time, the door of upper class society was only opened to a few sports people from tennis, polo and other "noble sports". Today, when the quarterback is on fashion magazines, when swimmers hand in supermodel girlfriends, people will not be surprised by the new smell of perfume or clothing brands introduced by athletes.
　　
Thomson can't even be a fan of DavidBeckham, but it doesn't prevent luxury brands from becoming his sponsors. "At the moment when Boss found me, I told myself I must not let the big gold go away." Thomson said frankly. In fact, for Boss, is this not the case?

Brand reputation guarantee
　　
He was the most popular brand spokesperson before Woods's peach scandal broke out. He could absorb $100 million a year through various advertising campaigns. In addition to him, luxury brands in recent years are also sporting favorites such as Federer, Beckham, Yong Berri, Sharapova and others. Open up the fashion magazines, you will see that the three generation of Bailey, Maradona and Zidane play table football in the core value advertisement of Louis Vuitton; C Ronaldo shows the perfect ABS in the latest underwear advertisements of EmporioArmani, while the Longines watch ads are beloved tennis couple Agassi and Graf. "There are signs that athletes have taken the place of stars in fashion houses." Fashion analyst Robert Burke said his clients include Marc Jacobs, Bulgari and Bergdorf Goodman.
　　
Luxury brands always attach importance to sports marketing. Take Boss for example. Its first sports sponsorship started in 1972 with racing car Jochen Mass. That cooperation immediately became a tradition, followed by the motorcycle formula one, the Indo American motor racing, sailing, tennis, football, golf and boxing. In all the supporting sports programs, Boss provided sponsorship and accessories for athletes and team members. In addition, the Heuer Watch as a F1 designated timer for 10 years, Dunhill for many golf tournament title, Rolex and Wimbledon cooperation can be traced back to 1978, Louis Vuitton for more than 20 years to support the navigation business......
　　
Why do these brands have a special liking for sports events? Apart from the influence of sports stars, first of all, sports have a wide audience and are keen on the so-called elite class of high-end sports such as golf, navigation and so on. Rich, well-educated, mostly male, are potential consumers of luxury goods. Secondly, strict requirements for high technology and quality are coincided with the brand spirit of luxury goods. The prestigious top events (such as the long history of the French Open and the Americas Cup Sailing Competition) complement the status of luxury goods. Again, some sports, such as sailboats, belong to the category of green sports, and all luxury brands are eager to create an environmental image.
　　
However, sports stars have been regarded as fashion idols for nearly 10 to 15 years. Navratilova, once known as the woman King Kong, once played the invincible hand, but why did she bother with the fashion industry? "Flower butterfly" Joyner brought gorgeous into the track and field arena, but why did she ever grab the rice bowl of supermodels? In the 90s of last century, Marilyn Gauthier, the founder of Marilyn model agency, founded the Marilyn Sports branch with the eye of the eye, and signed several out of shape jumpers and figure skaters. Unfortunately, they did not become popular in Paris. "I was the first to bring athletes into fashion." She once said, "athletes are heroes today, just like rock stars are heroes of the 80s of last century." Now, it seems that her words are true.

From ESPN to Vogue
　　
Ever since Sharapova became the youngest woman's singles champion in Wimbledon at the age of 17, she has become the actress of the tennis world overnight and signed a contract with IMG's model agency quickly. It was 2004, and the "Beckham effect" has swept the globe. The boundaries between fashion and sports have never been blurred: Giorgio Armani has made wardrobes for Manchester United, Adidas has launched Y-3 with Yamamoto Teruji, and Puma has set up yoga clothing brand for Christy Turlington.
　　
Beckham's success in cross boundary has pointed out a new way for the development of male athletes. Together with Swedish football player Ljungberg who successfully transformed into Calvin Klein underwear model, they invented the term "sporno", which stimulated sales through large-scale sexy advertisements. The French football team, known as the "Coliseum of the gym", is a well known French football team. Dolce&Gabbana also has the same pattern. After the end of the 2006 World Cup, many men of the Italy national team invited the photographer MarianoVivanco to show the private side of the dressing room. The picture was full of bodybuilding and underwear with D&G words.
　　
Two years ago, when Beckham's EmporioArmani underwear advertisement came out, an angry BBC TV middle age sports commentator once publicly accused him of saying, "since you are rich and powerful, you have fame and prestige, then why do you say" yes "when Armani lets you open your legs? Let's consider it more realistic. In the face of a million dollar contract for luxury brands, who will say "no"? After all, times are different.
　　
The new era has nurtured new personality players. After completing her degree in fashion design, Venus Williams founded her personal brand EleVen, and now her Jersey is her own design. SeanAvery was originally an ordinary hockey player of the New York cavalry team, but when he confided to ESPN sports channel that he had been playing with dolls and dreamed of working in fashion magazines, he suddenly won the favor of most fashion circles. In 2008, he spent his summer vacation in the American version of Vogue.
　　
People in the fashion world know that there is no such thing as "Vogue" editor Anna Wintour can not do, nor does she have a red flag. In April 2008, Wintour surprised the NBA player Lebron James on the cover, which largely reflected the Vogue's new policy toward athletes. In 1990s, Wintour successfully helped Hollywood actress in the fashion circle. Now it is the athlete's turn. Besides, her love for tennis and Federer is totally genuine. "The devil's head" never absences from Federer's Grand Slam final - you can always see her on TV, sitting in Federer's private box, behind Michael, without any apathy at the fashion show unless there is a Marc Jacobs show on that day.
　　
New York Times Fashion Critic CathyHoryn once recorded an interesting scene in her blog: the scene of the Oscar de laRenta conference in New York fashion week in 2007, when she was just in the show, she heard a round of applause -- did the show begin? It turned out that Federer, who was accompanied by Wintour, joined the sidelights. He just won the championship in the US Open finals the day before, so he was praised by the whole audience. "In fashion shows, sports stars can inspire real respect, while movie stars can only leave footprints on your shoes." Horyn wrote so.

The stadium is the show.
　　
The Yves SaintLaurent fashion retrospective exhibition before the 1998 World Cup is still the most direct and thorough invasion of sports so far. At the French stadium, in front of 1 billion TV viewers, 300 models in uniform uniform showed 40 years of creativity and beauty -- "that is the collision of two worlds!" Pierre Berg e said. 12 years later, another world cup is in full swing. Even if you are not interested in fighting on the green field, you will not be able to ignore its existence. Italy's team arrived in South Africa wearing sunglasses and Dolce&Gabbana's black suit. The Louis Vuitton made a Monogram suitcase for the Hercules cup, lined with brown velvet. Its symbolism is very clear. Fashion is the best package for sports.
　　
Adidas's official jerseys sponsor, Adidas provides the jerseys for the 12 teams including Mexico, France, Argentina and Germany. If you support the players are Argentina's Messi or England's Gerrard, then Adidas will be your choice; Nike is playing the green card, and the sponsored 9 teams (including the US and Brazil) all use green materials, and the soft handle fabric is actually transformed from the waste bottles collected from Japan and Taiwan area. The 12 teams wearing Puma shirts come from Africa, so the integration into the local culture is Puma's characteristic. The brand also co operated with the American African American artist KehindeWiley, releasing a series of sports shoes and street wear limited series. The four year's football event is naturally a battleground for sports brands. Adidas, Nike and Puma have played a leading role in attracting eyeballs: as the world.
　　
At the same time, third Tennis Grand Slam events in 2010 - Wimbledon also opened the curtain. The arena is the show. For the brand, the investment in tennis players is more rewarding, because there is only one player on both sides of the net, and the TV live broadcast gives more features to the players, so the products they endorse can also be exposed more. Nadal, who won the French Open in a year, is controversial because of wearing a $525 thousand Richard Mille watch this year because the weight of the watch affects the balance of the elbow when the player hits the ball. Most watch players only wear watches in the press conference and charity competitions. Nadal apparently has not been affected. According to the introduction, the watch weighs only 20 grams, less than 1/3 of the weight of a Switch watch.
　　
Although Sharapova is in a low state this year, he has yet to beat a top 40 player, but her popularity remains undiminished. At the beginning of the Australian Open, she had plenty of exercise and rest time to exercise his duties as a brand ambassador, including holding a party at Tiffany's Melbourne store and cutting the ribbon for the new store. So it's not difficult to explain the first round. However, the only appearance at the central stadium has been the cost of Nike for Sharapova's shirt manufacturer.
　　
In Roland Garros, the black lace skirt worn by Dawei has become the biggest topic during the French Open. Whenever the skirt's hem is accompanied by the powerful serve of Dawei, upwards of the photographers waiting for the stadium will be crazy. Is she wearing underwear or not wearing underwear? "What I want is to create hallucinations," he said. Although she was not able to win the first French Open champion, she was still proud of the queen Venus. In Sports Showdown, what's more important is to win the battle. But in fashion values, winning or losing is not everything. The key is how you play the game.

New sports team Fashion at the Races
　　
In 1924, Jean Patou added clear sports elements to its custom clothes. In 1925, Coco Chanel got inspiration from polo shirts and men's sportswear. In 1933, Ren Lacoste launched tennis clothing; 1951, Emilio Pucci released the first ski suit series. Fashion history tells us that fashion and sport are never two parallel lines.

Ball game
　　
At the beginning of twentieth Century, Suzanne Lenglen wore a pleated skirt designed by JeanPatou to attend the Wimbledon open competition. She was debated by boldly exposing her arms and ankles, but it created an era. In 1923, Ren e Lacoste won the title of "crocodile". In 1925, he won the championship in Wimbledon and the French Open. In 1933, the Lacoste brand was set up and the first white cotton jersey Polo shirt series was launched. In 1952, Fred Perry, also the legendary tennis legend, set up the Polo shirt series of its own name. Today, two people are famous for their sportswear, not their past glory.
　　
In the United States, Claire McCardell was inspired by the lightweight dress of Babe Didrikson Zaharias, a designer of golf, and designed a revolutionary casual dress for career women. Geoffrey Beene has produced a famous embroidered evening dress, which is loose and comfortable like football jerseys. Ralph Lauren provides a set of wardrobe for men who love gentry sports (such as polo and tennis), and thus creates a multi billion dollar brand empire.

Instant exercise
　　
The horse is the symbol of Herm s. Since its establishment in 1837, the horse is the first customer of Herm s. Until today, Herm s still keeps a saddle in every store. In the Easter weekend of April, Herm s held a two day equestrian performance at The Grand Palace in Paris to commemorate the brand tradition.
　　
Horse is the favorite of Elisabeth Arden. In 1940s, she transformed the village park in Lexington, Kentucky, into a professional farm and training camp, named Maine Chance Stables. As of 1945, her horse racing base was the most profitable one in the United States. Two famous Colts Star Pilot and Beaugay each won the first place in the male horse and the female horse race. In 1947, Arden's male Jet Pilot also became king at the famous Kentucky Jockey Club. In view of her contribution to the horse racing career, Arden was elected to the Canadian horse racing Hall of fame in 2003.
　　
Ma decided the life of Coco Chanel. Her teenage sweetheart, Etienne Balsan, has the best race horse in Europe, and often takes her to the racecourse, which makes her Chanel a big eye opener. The ladies seen on the racecourse all wore plumes of feather, and made Chanel decide to open their own bonnet shop. Later, on the way to a horse ride, Chanel met her beloved Boy Capel. The latter was an excellent polo player. It was said that the light coat he wore often had a decisive influence on her design.

nautical sport
　　
Valentino spends a whole month in his private yacht every year. In his retirement years, from August to August, when he was on holiday, he set foot on the Mediterranean Sea with 7 T.M. Blue One servants to Greece, to Turkey, to Greece. Roberto Cavalli is also a ship loving person. His yacht party is a repertoire of the Cannes Film Festival every year. In the many white yachts lined up at the port, the Cavalli is the most attractive because of the amazing hallucinatory color.
　　
The Americas Cup Sailing Competition is the oldest in the world, 45 years ahead of the modern Olympic Games. Louis Vuitton has been engaged in sailing since 1983, and the Louis Weedon cup sponsored by it is the "Americas Cup" trial. In 2007, after 25 years of cooperation, the Louis Weedon cup and the Copa Americana parted, but Vuitton did not leave this voyage. Now two events are being held each year.