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\u00a9 Louis Vuitton<\/p>\n\nDuring its trip to Rome for a Champions League match, Real Madrid unveiled the new travel and formalwear collection designed by Louis Vuitton. This marks a new milestone in a partnership that underscores soccer\u2019s growing importance in the brand\u2019s strategy.\n<\/p>\n
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The Real Madrid players arrived in Rome wearing Louis Vuitton, where the club faced AS Roma at the Stadio Olimpico. They wore the club\u2019s new official travel kit, designed by Pharrell Williams and the brand\u2019s men\u2019s studio, which was launched alongside an updated ceremonial kit.<\/p>\n
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The campaign accompanying the collection features Kylian Mbapp\u00e9, Jude Bellingham, and Yan Diomand\u00e9, all three of whom were nominated for the Ballon d\u2019Or, as well as Marc Cucurella, a 2026 World Cup champion with Spain.<\/p>\n
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A Partnership Signed in 2025<\/p>\n
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In June 2025, Louis Vuitton signed a multi-year agreement making it the official off-field outfitter for Real Madrid\u2019s men\u2019s and women\u2019s soccer teams, as well as the men\u2019s basketball team. The fashion house took over from Zegna, whose contract was expiring, and built on an existing relationship with Jude Bellingham, who had become a brand ambassador the previous year.<\/p>\n
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From the outset, the collaboration included a line of custom-made luggage in Monogram canvas, accented with white and gold stripes and the initials \u201cRM,\u201d as well as a leather bag charm in the club\u2019s colors, which was also not available for sale. The value of the agreement was not disclosed.<\/p>\n
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\u00a9 Louis Vuitton<\/p>\n
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Soccer: A Strategic Arena for Louis Vuitton<\/p>\n
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Real Madrid is not an isolated case. Louis Vuitton has already designed collections centered on the World Cup and created the trunk that houses the Ballon d\u2019Or trophy. At the group level, LVMH has expanded its sports commitments, with 150 million euros for sponsorship of the 2024 Olympic Games and one billion dollars over ten years for its partnership with Formula 1.<\/p>\n
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Soccer is also of direct interest to the Arnault family, LVMH\u2019s controlling shareholder, which has taken control of Paris FC. This is a way to enter the sport not just as a partner, but as an owner.<\/p>\n
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The primary goal remains audience reach. Players\u2019 arrivals before matches\u2014widely shared on social media\u2014provide the brand with regular visibility among a young, global audience that its own channels struggle to reach.<\/p>\n
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Dior, Zegna, Fendi: Luxury Brands Make Their Way into the Locker Rooms<\/p>\n
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This practice is not new. Back in 2010, Dolce & Gabbana had already signed a three-year partnership with Chelsea to outfit players, coaches, and executives in both formal and casual attire. The agreement also included the creation of a brand-themed lounge at Stamford Bridge Stadium and a redesign of the club\u2019s reception area.<\/p>\n
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The most recent example is that of Dior and Paris Saint-Germain. In 2021, the Parisian club announced a two-year agreement with the fashion house, which was tasked with designing its official wardrobe\u2014a first for Dior with a sports club. The pieces were designed by Kim Jones, then creative director of the men\u2019s collections, and Dior took over from Hugo Boss. The collaboration was extended, with Dior celebrating its second year as the club\u2019s official outfitter in 2023.<\/p>\n
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The choice was driven by two factors. First, visibility: PSG had just brought together Lionel Messi, Neymar, and Kylian Mbapp\u00e9\u2014one of the most closely followed attacking trios in the world. Second, image: the club and the fashion house highlighted their shared attachment to Paris and their desire to project the city\u2019s influence internationally. Kylian Mbapp\u00e9, in fact, moved from one LVMH locker room to another\u2014from Dior at PSG to Louis Vuitton at Real Madrid.<\/p>\n
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The trend has accelerated since then. In 2022, Zegna became Real Madrid\u2019s travel partner, a deal that gave the brand exposure to the club\u2019s global audience. That same year, Loro Piana outfitted Juventus of Turin, marking the first formalwear partnership dedicated to a professional women\u2019s team in Europe, and Fendi signed a two-year deal with AS Roma. Like Louis Vuitton, these brands are all looking to soccer to reach an audience that is younger, more diverse, and more culturally connected than their traditional clientele.<\/p>\n
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\u00a9 Louis Vuitton<\/p>\n
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For Real Madrid, a boost to its image<\/p>\n
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The club announced the deal the same week it topped Deloitte\u2019s ranking of the wealthiest clubs, with more than 1 billion euros in revenue. Beyond the financial benefits, the partnership with the world\u2019s most valuable luxury brand allows the club to establish a lasting presence in the fashion world. Before Zegna, which joined in 2022, the club was outfitted by Hugo Boss.<\/p>\n
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The ties could grow even stronger. According to the Spanish media outlet Vozp\u00f3puli, Bernard Arnault is reportedly exploring, alongside the American fund Sixth Street, the possibility of acquiring a minority stake in the club should it go public.<\/p>\n
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A Collection Refreshed with Subtle Touches<\/p>\n
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Louis Vuitton hasn\u2019t changed everything. The house is retaining the bulk of the previous collection and adding a few pieces inspired by its Trunk line, launched in February, and a leather goods collection celebrating the 130th anniversary of the monogram.<\/p>\n
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For travel, a reversible nylon jacket allows wearers to display only the club\u2019s crest and the brand\u2019s signature, or to fully reveal the monogrammed lining. The collection also includes a navy blue sweater marked \u201cVuitton\u201d on the front and \u201cReal Madrid\u201d on the back, a beige polo shirt that replaces the previous navy blue model, a reversible belt, and a cap.<\/p>\n
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For formal wear, the cuts remain the same. A blue shirt with thin white stripes makes its debut, as does a black cashmere coat from the main line, featuring a removable monogrammed scarf and personalized tags bearing each player\u2019s initials. Like the previous pieces, these items are reserved for players and club representatives and will not be sold to the public.<\/p>\n
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