Giorgio Armani dresses Juventus: when Italian fashion comes into play

Designer Giorgio Armani signs Juventus’ official wardrobe for the 2025/2026 and 2026/2027 seasons, once again affirming the strong links between fashion and soccer.

Giorgio Armani continues his exploration of the sports dressing room with a major new collaboration. After working with clubs such as Chelsea FC, Bayern Munich and Napoli, the Italian couturier has now teamed up with another soccer stalwart: Juventus Turin. The Italian fashion house has signed a formal collection dedicated to official events, reinforcing its presence in the world of high-end sports.

Formal dressing for elegance and performance

Designed to accompany players off the pitch, this wardrobe features a sober, sophisticated midnight-blue palette. It’s all Armani DNA: tailored suits, crisp white shirts, lightweight wool polo shirts, structured overcoats, cashmere or crepe overshirts and matching accessories. Refined details, fluid lines and top-of-the-range materials offer a balance between formal elegance and contemporary comfort.

According to Giorgio Armani himself, “the wardrobe combines sartorial sophistication and contemporary comfort, with fluid lines, refined details and top-of-the-range materials”. A way of celebrating the union of style and performance, while affirming Italian savoir-faire.

A well-thought-out social networking operation

Juventus, which has almost 60 million followers on Instagram, relayed this partnership with a strong visual nod: a vintage jersey flocked “Armani 75”, in reference to the year the house was founded. The club’s black and white stripes, combined with the designer’s name, underline the symbolism of this alliance. The result: over 312,000 likes on three joint publications – invaluable visibility in a world where brand storytelling is as much about images as results.

This choice reflects a shared desire to promote Italy’s heritage, while looking to the future. Armani brings an image of rigor, quality and mastery, in line with the values asserted by the Turin club.

An obvious Parisian parallel

Although this collaboration is rooted in Italy, its echo extends beyond the country’s borders. In Paris, where fashion and soccer also coexist (PSG x Dior since 2021), this type of partnership is nothing new. But the Armani tone – more sober, more institutional – contrasts with the more spectacular marketing approach adopted elsewhere. This difference reflects a more discreet but equally strategic positioning, capable of seducing a demanding public.

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