Dior’s Kim Jones creates capsule for PSG as club deepens fashion dive

Last week’s announcement of an Adidas x Stella McCartney range launched for the Arsenal Women’s Super League team highlighted the increasing involvement of high-end designers in the world of sport.

Now Dior Men’s designer Kim Jones has added to that with new creations for Paris Saint-German (PSG) for the 2023/24 season.

The British designer has come up with both relaxed and smart pieces in shades of black, blue and grey. This includes tailoring such as a “unique” double-breasted suit enhanced with a strap and coming with a lapel pin featuring Monsieur Dior’s initials. There’s also a cashmere scarf, silk tie, reversible belt, Harrington jacket, Dior Explorer loafers with the CD icon on the vamp, a backpack and toiletry bag. 

PSG has been making an ever larger push into fashion retail in recent periods. For instance, only last month, US sportswear retailer Lids opened  a 450 sq m monobrand store for the French football club on London’s Oxford Street. At the time, it emerged that Britons are particularly fond of PSG items and the UK is now the club’s second-biggest market in terms of merchandising. 

But it’s not only focusing on the UK and in June, PSG and Lids also opened a new permanent store location in Miami. 

And while the more sports-oriented connection with Lids is understandable from a football club, the close co-operation with Dior underscores just how far sports teams are expanding into more ‘regular’ luxury fashion.