The Beautiful Game: Luxury brands are increasingly connecting with sports stars to further the ambition of both sides

Elite sports stars have long held an irresistible attraction for adoring fans, who admire the physical prowess and mental toughness that sees athletes conquer adversity and remain at the pinnacle of their sporting endeavour. The very best are courted by the top global brands wanting to connect their product with the excellence of their sporting ambassadors.

Just last month, German fashion house Hugo Boss looked to two upcoming tennis players from the country, Noma Noha Akugue and Ella Seidel, to spearhead a push into women’s tennis wear. During the qualification rounds of the Australian Open, the young stars wore Boss black and cream sportswear, including plisse-hem dresses or skirts, technical tops and layered shorts complete with logos.

Seidel, an 18-year-old known for her powerful play from the baseline, was certainly happy to join Boss as a brand ambassador, commenting on the win-win deal: “It is a real pleasure to enter this partnership with Boss at this exciting point in my career. I admire the brand’s continuous support for tennis – and sports in general – and am looking forward to channelling Boss energy, confidence and courage into my games.”

Akugue, two years her senior, also expressed delight in the association, opining the opportunity would put women’s tennis firmly in the spotlight and help her “forge a deeper connection with my fans”. Boss’s other tennis ambassador, Italian Matteo Berrettini, was due to sport new designs from the men’s tennis capsule collection he co-created but was forced to withdraw from the tournament due to injury.

Other fashion brands are attracted by the allure and athleticism of tennis players, with Gucci recently signing Jannick Sinner to its stable. The Italian, who carries his gear in a customised Gucci monogram duffel bag, appears in a poetic mood on the Gucci website, musing as he holds a book entitled Sinner by Sinner: “Jannick Sinner is humble. He’s aiming for perfection, and he’s not scared of doing things. … If I could have one superpower, it would be playing tennis forever. My journey is only just beginning!”

China draw

Luxury brands seeking to boost their influence with China’s youth are also offering endorsement contracts to the mainland’s top athletes.

Prada has signed tennis player Wang Qiang, whilst Dior has taken on basketball player Guo Ailun. Both luxury titans view these associations as a powerful means to nurture growth and brand loyalty in a growing market segment. Some analysts believe Chinese sports stars offer a more wholesome image than their peers in pop music or film.

Flying the French flag

Fashion brands are also maximising the opportunity presented by this summer’s Paris Olympics to score more points in the sporting arena. Luxury giant LVMH, whose maisons have created trophies or designed trophy trunks for high-level competitions for years, has struck a deal to sponsor the Games and appointed a trio of French talents as Louis Vuitton Paris Olympics ambassadors – swimmer Léon Marchand, artistic gymnast Mélanie de Jesus dos Santos and fencer Enzo Lefort. Jeweller Chaumet, meanwhile, is crafting the medals.

Marvellous Messi

Part of the excitement of top-tier sport for fans is the narrow margin between success and failure; it could be the width of a post or the toe of a goalkeeper that separates winning from losing. So it proved in the 2022 World Cup Final when the outstretched leg of the Argentine goalkeeper stopped a certain winning goal in the closing stages of that epic game. The eventual victory for Argentina cemented Lionel Messi’s reputation as probably the best player to have ever graced the game of football. His mesmerising dribbling ability, low centre of gravity and perfect spatial awareness left the global audience spellbound. He is quite simply unique, a once-in-a-generation footballer.

Ranked by Forbes as the second highest-paid athlete in 2023 (behind that other international soccer icon, Cristiano Ronaldo), and in the top three in the revenue stakes for eight years running, Messi’s wide appeal is a godsend for brands with big bucks at their disposal. He tops SportsPro’s list of the world’s 50 Most Marketable Athletes.

His star attraction is such that his Instagram account is just shy of 500 million followers. After his departure from Paris Saint-Germain last year, his next club, Inter Miami, had a massive uplift in their following. The Miami side, and potentially the maestro himself, are due in Hong Kong this month for an exhibition match.

Football fever

Messi mania is why Louis Vuitton was so keen to feature him alongside Ronaldo in its advertising campaign prior to the 2022 World Cup. The duo’s combined allure meant the ad went instantly viral. A dozen years earlier, the house had employed the services of a trio of footballing greats – Pelé, Diego Maradona and Zinedine Zidane – in an advert.

Another footballing superstar, David Beckham, has become something of a fashion icon, and in 2015 secured a five-year multimillion-dollar deal with Kent & Curwen, the British menswear outfit offering heritage sporting style. Formerly owned by Hong Kong- based Trinity Group, Kent & Curwen previously had Beckham’s ex-England and Real Madrid teammate Michael Owen on its books.

Passion and risk

High-profile sport whips up a frenzy of passion and emotions, which brings rewards as well as risks for athletes and brands alike. Fans are desperate for success and competitors sometimes take risks, knowingly or unknowingly, that may cross the boundaries of lawful or ethical behaviour, posing huge challenges for their sponsors. Maradona, for instance, experienced a spectacular fall from grace at the 1994 World Cup after failing a drugs test. In 2016, when tennis ace Maria Sharapova tested positive for meldonium, a drug which can boost stamina and performance, sponsors Nike, Tag Heuer and Porsche quickly distanced themselves from the Russian star.

Interestingly, Nike stood by Tiger Woods in 2009 after lurid details of his extra-marital affairs were revealed to a titillated public eager for scandal. Other major brands dropped their endorsement deals with the champion golfer, but not the US sneaker and sports apparel giant. Woods had been with Nike for two decades and the deal they signed in 2000 was thought to be worth US$100 million. Despite the Woods’ sponsorship, sales of golf equipment never reached the levels of others like football, running or basketball, and Nike discontinued its golf range in 2016.

Woods is known to have a close personal relationship with Nike co-founder Phil Knight and both paid emotional tributes upon their professional parting of ways. Such are the bonds forged over sport, its power to shape minds, and the desire of brands to tap into the glory.

Embrace a zesty new style for summertime

How best to perfect a casual, breezy summer ensemble for the warmer days ahead? We’ve put together a selection of the hottest fashion pieces to refresh your wardrobe and create a collection of OOTDs for any, and every, occasion for the summertime. See our mastered looks below…

Look 1

gafencu summer fashion june 2022

On Her: Top, skirt and handbag by Versace
On Him: Jacket, button-up shirt and pants by Versace

Look 2

gafencu summer fashion june 2022 -1

On Her: Dress and handbag by Giorgio Armani
On Him: Jacket, pants and shoes by Giorgio Armani

Look 3

gafencu summer fashion june 2022 -2

Jacket and pants by Hugo Boss

Look 4

gafencu summer fashion june 2022 -3

On Her: Top and shorts by Prada
On Him: Sweater, top, shorts and handbag by Prada

Look 5

gafencu summer fashion june 2022 -4

On Her: Bralette, long skirt, handbag and thigh-high boots by Michael Kors
On Him: Vest, pants and shoes by Brunello Cucinelli

Look 6

gafencu summer fashion june 2022 -5

Necklace, crop sweater, top, skirt, handbag and heels by Miu Miu

Look 7

gafencu summer fashion june 2022 -6

On Her: Cutout ribbed dress by David Koma, courtesy of NET-A-PORTER; Holli embellished feather and twill tote by Rosantica, courtesy of NET-A-PORTER; Heels by Salvatore Ferragamo
On Him: Sweater by Loewe; Shorts by Prada; Handbag and shoes by Salvatore Ferragamo

Look 8

gafencu summer fashion june 2022 -7

On Her: Dress and handbag by Hermès
On Him: Polo top, handbag and pants by Hermès

Look 9

gafencu summer fashion june 2022 -7

On Her: Crop sweater, skirt, handbag and shoes by Valentino
On Him: Button-up shirt, sweater, pants and shoes by Valentino

(Photographer: Jack Law; Styling & Art Direction: Jhoshwa Ledesma; Videographer: Jackie Chan; Female model: Lexi V (Quest Artists & Models); Male model: Kiril D (Quest Artists & Models); Hair and Make-up: Heti Tsang and Owen Ko)

Winter wardrobe trends to keep you warm

Temperatures have dipped to an all-time cold! Though a trip to the Big Apple’s 5th Avenue or London’s Savile Row may be far from a reality right now, we’re excited to finally throw on this season’s puffiest outerwears and warmest woolen garbs to flaunt. From a splash of popping colours to knitted poncho numbers to elevated bomber jackets,  these are the bold and bright winter fashion trends worth picking up before the colder season ends. Scroll below for Gafencu‘s picks…

 

Bomber Power

Chic form and comfy function are on the same team. While cooler days call for heavier and more voluptuous outerwear, moving ahead is easy in these winter-sports-inspired cover-ups, from Michael Kors’ bomber jacket to Miu Miu’s bubble-gum number.

Neat Knits

Form-fitting or lovely and loose, from sweaters to dresses, knitted garbs like Fendi’s cropped turtleneck jumper, Valentino’s poncho number and Ports’ layered ensemble make for warm, utterly elegant styling. Pull on the wool this season …

Pure Jean-ius

Denim makes a fierce comeback on the runways of the highest fashion authorities. Ripped, faded or patched – no matter which way your style sways, slip into the likes of Celine jeans or Louis Vuitton denim overalls or even a Hermès denim coat for the smartest of casual ease.

Cloak & Swagger

Capes came back into fashion a few seasons ago and there’s no sign of them disappearing. Taking inspiration from Victorian royals, then elevating this outerwear trend with flowing elegance and flexible functionality, they are at their buoyant best on the runways of Valentino and Hermès. 

In the Trenches

Loosening the reins on traditional styling are this season’s trendiest trench coats. The likes of Versace, Louis Vuitton and Fendi set a less formal, more modish outerwear mood for fashion-forward men to follow suit.

Bold Colours

This winter is in need of a much needed splash of colour to the traditionally earthy cool tones of winter garments. From hot pink and sharp yellow to a illuminating glorious green – brilliant neon hues paint the runways with a much-needed vibrancy. Take, for example, Burberry’s cape-sleeved dress, Gucci’s Aria ensemble and Salvatore Ferragamo’s over sized number. Bold, bright and beautiful.

 

 

Valentine’s Day 2022: Fashionable outfit ideas for men

Getting ready ahead of the romantic festivities for valentine’s day? You’ve got the sweet confections and thoughtful gifts on point and a romantic dine-in booked for you and yours, now all that’s left is to put your best foot forward in your most polished outerwear. Whether you’ve dedicated the day to a casual alfresco brunch or planned an intimate evening together, these looks to make you stand out will surely have her (or him) stand proud next to you. 

Look 1

Gafencu men's fashion style red looks luxury lifestyle 1

Shirt, jacket, pants, cross-body bag and shoes by Valentino

Look 2

Gafencu men's fashion style red looks luxury lifestyle 2

Polo shirt, pants and shoes by Hermès

Look 3

Gafencu men's fashion style red looks luxury lifestyle 3

iPhone 13 Mini in red, AirTags with red tag and Apple Watch Series 7 in red by Apple; Jacket and pants by Dunhill; Shoes by Christian Louboutin

Look 4

Gafencu men's fashion style red looks luxury lifestyle 6

Necklaces, rings, jacket, pants and shoes by Bottega Veneta

Look 5

Gafencu men's fashion style red looks luxury lifestyle 7

 

Sweater, shorts, handbag and shoes by Loewe

Look 6

Gafencu men's fashion style red looks luxury lifestyle 4

Jacket, trousers and shoes by Hugo Boss

Look 7

Gafencu men's fashion style red looks luxury lifestyle 5

Jacket and trousers by Mr Porter; Rings, water bottle with sling and sneakers by Givenchy

 

Photographer: Jack Law Art Direction and Styling: Jhoshwa Ledesma Videographer: Jackie Chan; Model: Ismael (Synergy Model Management Limited) Hair and Make Up: Heti Tsang

Oriental Fashion: Celebrate Chinese New Year with this capsule collection

​How best to dress you and yours for a month of festivities? These sartorial looks are serving some high-fashion oriental inspiration that is worth getting behind… Don’t believe us? Just check out these absolutely gorgeous styles…

Look 1

oriental fashion Celebrate Chinese New Year with this capsule collection gafencu style 1

On Her: Dress by Isabel Marant; Handbag and heels by Christian Louboutin
On Him: Jacket and trousers by Dunhill; Shoes by Hugo Boss

Look 2

oriental fashion Celebrate Chinese New Year with this capsule collection gafencu style 2

On Her: Loula dress by Renaissance Renaissance, courtesy of NET-A-PORTER; Pouch by Loewe; Heels by Salvatore Ferragamo
On Him: Sweater, pants and shoes by Hermès

Look 3

oriental fashion Celebrate Chinese New Year with this capsule collection gafencu style 3

On Her: Top, jacket, skirt and heels by Valentino
On Him: Jacket, pants and shoes by Hugo Boss

Look 4

oriental fashion Celebrate Chinese New Year with this capsule collection gafencu style 4

On Her: Coat dress, handbag and heels by Bottega Veneta
On Him: Jacket, shorts and shoes by Hugo Boss

Look 5

oriental fashion Celebrate Chinese New Year with this capsule collection gafencu style 5

Sweater, pants and loafers by Hermès

Look 6

oriental fashion Celebrate Chinese New Year with this capsule collection gafencu style 6

On Her: Jacket, pants and heels by Valentino
On Him: Jacket and pants by Hugo Boss; Shoes by Christian Louboutin

Look 7

oriental fashion Celebrate Chinese New Year with this capsule collection gafencu style 7

On Her: Tiffani polka-dot tulle midi dress by Rebecca Vallance, courtesy of NET-A-PORTER
On Him: Long jacket, pants and shoes by Valentino

Look 8

oriental fashion Celebrate Chinese New Year with this capsule collection gafencu style 8

Earrings by Roger Vivier; Angelina long dress by Safiyaa, courtesy of NET-A-PORTER; Heels by Jimmy Choo

Also See: Year of the Tiger: Lucky colours to wear according to Feng Shui

Photographer: Jack Law; Art Direction & Styling: Jhoshwa Ledesma; Videographer: Jackie Chan; Female model: Sun YueChen (Synergy Model Management Limited); Male model: Wong He (Synergy Model Management Limited); Hair and Make-up: Heti Tsang and Owen Ko; Venue: Oriental Home

Date night outfit ideas to turn heads!

When comes time to step out in full chic and glamour, you best have your collection of dine-out couture in check. Picking from the highest in fashion authority, namely, Valentino, Bottega Veneta, Dolce & Gabbana and more, you best believe that date night will be done right with these sartorial match made in heaven. 

Gafencu_style_Date_night_outfit_ideas_turn_heads_mens_womens_fashion_1

Look 1
On Her: Earrings by Swarovski; Lurex blazer and skirt by Paule Ka; Handbag and heels by Tom Ford
On Him: Jacket and trousers by Hugo Boss

Gafencu_style_Date_night_outfit_ideas_turn_heads_mens_womens_fashion_2

Look 2
Trench coat, pants and shoes by Bottega Veneta

Gafencu_style_Date_night_outfit_ideas_turn_heads_mens_womens_fashion_3

Look 3
On Her: Earrings and rings by Swarovski, Jacket by Bottega Veneta
On Him: Jacket and pants by Hugo Boss

Gafencu_style_Date_night_outfit_ideas_turn_heads_mens_womens_fashion_4

Look 4
On Her: Earrings, gloves, jacket, cycling shorts, bag and boots by Dolce & Gabbana
On Him: Jacket, shirt, pants and shoes by Tom Ford

Gafencu_style_Date_night_outfit_ideas_turn_heads_mens_womens_fashion_5

Look 5
On Her: Top, skirt and heels by Valentino
On Him: Jacket, shirt, pants and shoes by Hugo Boss

Gafencu_style_Date_night_outfit_ideas_turn_heads_mens_womens_fashion_6

Look 6
On Her: Headband, earrings, crop top, skirt, bag and heels by Prada
On Him: Top, pants and shoes by Bottega Veneta

Gafencu_style_Date_night_outfit_ideas_turn_heads_mens_womens_fashion_7

Look 7
On Her: Earrings by Swarovski; Jacket by Paule Ka; Boots by Jimmy Choo
On Him: Jacket and pants by Ermenegildo Zegna; Top, long skirt and boots by Loewe

Gafencu_style_Date_night_outfit_ideas_turn_heads_mens_womens_fashion_8

Look 8
Top, long skirt and boots by Loewe

Gafencu_style_Date_night_outfit_ideas_turn_heads_mens_womens_fashion_9

Look 9
On Her: Earrings by Swarovski; Lurex blazer and skirt by Paule Ka; Handbag and heels by Tom Ford
On Him: Jacket, trousers and shoes by Hugo Boss

 

Photographer: Jack Law; Art Direction & Styling: Jhoshwa Ledesma; Venue: Loung Fu Pao Restaurant; Female model: Anna Po (Primo Managment Ltd); Male model: Pierre V (Primo Managment Ltd); Hair and Make-up: Heti Tsang and Joenny Lau

Colour Coded: Going monochromatic in absolute style

Who says monochromatic should be limited to just shades of black, grey and white? With seven colours in the rainbow and an innumerable amount of shades that fall under each one, there is no limit to layering your outfit with gradients of deep, deep hues to a tinge of dye. 

From a blue jacket, shorts and heels by Salvatore Ferragamo to a golden-brownish jumpsuit by Stella McCartney, these styles put the fun back into monochromatic fashion. 

gafencu aug 2021 fashion monochromatic style look 1

Look 1
On Her:
Earrings and jacket by H&M x Toga Archives; Heels by Giuseppe Zanotti
On Him:
Jacket and trouser by Hugo Boss; Boots by Giuseppe Zanotti

gafencu aug 2021 fashion monochromatic style look 2

Look 2
On Her:
Wrap around top scarf by Hermès; Shorts by Isabel Marant
On Him:
Top and pants by Diesel;

gafencu aug 2021 fashion monochromatic style look 3

Look 3
Jacket, shorts, heels and handbag by Salvatore Ferragamo

gafencu aug 2021 fashion monochromatic style look 4

Look 4
On Her:
Sunglasses by Stella McCartney; Oversized shirt and handbag by Prada; Heels by Giuseppe Zanotti
On Him:
Jacket, shirt and trousers by Prada; Shoes by Giuseppe Zanotti

gafencu aug 2021 fashion monochromatic style look 5

Look 5
On Her:
Dress by Diesel; Heels by Giuseppe Zanotti

gafencu aug 2021 fashion monochromatic style look 6

Look 6
On Him:
Jacket and pants by Hugo Boss; Shoes by Giuseppe Zanotti; Jacket and trousers by Loewe;Sandals by Hermès

gafencu aug 2021 fashion monochromatic style look 7

Look 7
On Her:
Jumpsuit by Stella McCartney
On Him:
Cap by Loewe; Tank top by Balenciaga; Pants by Stella McCartney

gafencu aug 2021 fashion monochromatic style look 8

Look 8
On Her:
Bralette and pencil skirt by Prada; Heels by Tom Ford
On Him:
Turtle neck, pants and sneakers by Balenciaga

 

Photographer: Jack Law
Videographer: Kingsley Lau
Art Direction & Styling: Jhoshwa Ledesma
Female model: Annie B (Synergy Model Management)
Male model: Dmitrii B (Quest Artists & Models)
Hair and Make-up: Heti Tsang and Joenny Lau

Boho Chic: Embracing a free-spirited fashion aesthetic

Dare to be your fun-loving self by showcasing a playful take on chic bohemian fashion styling this summer. Check out our curated looks for this July issue’s fashion feature…

gafencu magazine july fashion feature boho style al-Shahzadi HK_4

Look 1
On Her:
Dress and gloves by Gucci
On Him:
Button shirt, vest, jacket and pants by Gucci

gafencu magazine july fashion feature boho style al-Shahzadi HK_5

Look 2
On Her:
Jacket and trousers by The Outnet; Silk lattice scarf by Shanghai Tang
On Him:
Jacket and trousers by Emporio Armani

gafencu magazine july fashion feature boho style al-Shahzadi HK_7

Look 3
On Her:
Top and trousers by Loewe
On Him:
Jacket and pants by Hugo Boss

gafencu magazine july fashion feature boho style al-Shahzadi HK_9

Look 4
On Her: 
Dress by The Outnet
On Him:
Jacket, vest and pants by Ermenegildo Zegna

gafencu magazine july fashion feature boho style al-Shahzadi HK_10

Look 5
On Her:
Dress by Ermenegildo Zegna
On Him:
Button shirt and pants by Hugo Boss

gafencu magazine july fashion feature boho style al-Shahzadi HK

Look 6
Top by Loewe; Pants by Ermenegildo Zegna

gafencu magazine july fashion feature boho style al-Shahzadi HK_1

Look 7
Bralette and jeans by Prada

gafencu magazine july fashion feature boho style al-Shahzadi HK_8

Look 8 
On Her:
Jacket and trousers by Emporio Armani
On Him:
Jacket and pants by Hugo Boss

 

Photographer: Jack Law
Videographer: Kingsley Lau
Art Direction & Styling: Jhoshwa Ledesma
Female model: Juliia (Elegance Model Management)
Male model: Liam Esteban (Synergy Model Management)
Hair and Make-up: Heti Tsang and Joenny Lau
Location: Al-Shahzadi HK, Fine Persian Carpets