Culture
The Rise Of Jules Koundé As A Modern Fashion Icon
Jules Koundé has been an influential presence for Barcelona this season, playing a key role in their domestic triumphs, as they clinched all three trophies up for grabs – La Liga, the Copa Del Rey, and the Spanish Super Cup.
Despite being unavailable for the end-of-season run-in due to injury, Koundé has still made his presence felt, rocking up in typically clean fits, particularly in the second leg of the Champions League against Inter Milan, El Clásico and the recent win over Espanyol, which saw them confirm the La Liga title.
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Since arriving at Barça in the summer of 2022, the defender has aged like a fine Bordeaux wine, becoming a leading figure in the squad. Renowned for his consistency and versatility, the Frenchman’s time at the club is epitomised by his ability to display these with aplomb, always showing out, both on and off the field.
With tunnel fits a regular feature in U.S sports, the 22/23 season marked its emergence in Spain, as the Catalan club embraced the freedom of pre-game outfits following their exemption to wear Herno garments, their official formal wear partner during the 22/23 season. Both men’s and women’s teams took full advantage of the opportunity to express themselves, but there was no match for Koundé, who became the star of the show. He used the pre-match arrival as an opportunity to share his creativity and interest in fashion with a wider audience. And as he grew in confidence at his new club, he began to push the limits of convention, displaying increasingly iconic looks by the week.
Aided by his personal intrigue and his sponsorship with adidas, who have been at the forefront of the football x fashion wave, the 26-year-old’s tunnel looks have become a significant feature of the matchday experience. And despite Hansi Flick’s decision to ban pre-game clothes in favour of club sportswear, Koundé pivoted and instead began rocking post-game fits. Whether it’s pre or post-match, the sheer anticipation of what he is going to wear is a testament to his readiness to use his body as a canvas for personal expression and his refusal to be limited by potential criticism. Once again, reinforcing the positive impact the intertwinement of the two industries can have on the sport.
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His rise in the industry as a bonafide fashion icon was most evident in 2024, as he linked up with French fashion house Jacquemus for their “La Casa” campaign. Featuring numerous bold looks and a French mansion made of paper serving as a backdrop, the eclectic combination of clothing and backgrounds reiterated the Frenchman’s embrace of the fashion industry and his willingness to experiment with different styles. More recently, he was handpicked by Samuel Ross, a former Virgil Abloh protégé, for the designer’s latest collaboration, SR_A Engineered by Zara.
Despite the novelty of arrival fits at Barcelona, the defender was already adept at putting it on, given his experience with the French National Team. The Clairefontaine catwalk has become a staple of international football, with fans eager to see what their favourite players are pulling up in. One of his most iconic looks came in September 2024, as he walked up the infamous training ground steps, rocking a Simone Rocha skirt paired with a tank top and Timberlands. The arrival sent fans and the media alike into a frenzy, as the excitement around the fit represented a further step in the relationship between football and fashion. Simultaneously challenging stereotypes of traditional masculinity while looking fly doing so. The fit not only reinforced Koundé’s innate curiosity and creativity, which has made him a hit in the fashion world, but it also reminded us of fashion’s power to address social issues.
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Clothing has always been a statement, but unfortunately footballers’ foray into fashion has been strongly contested by some in the media.
During the October international break in 2024, the French national team’s arrival sent the media into total hysteria. A French media outlet’s hysterical response to players’ arrivals epitomises the challenges facing the new generation of ballers who refuse to be limited by their profession. Ex-French international Jérôme Rothen labelled it a “circus,” while pundit Jean-Michel Larqué said this display is “symptomatic of these boys’ concerns.”
Not only are these arguments reductive and symptomatic of an archaic perception of football, but there is a certain irony that these pundits are the first to celebrate when a player displays a moment of brilliance on the pitch, but will then lament their style off the pitch when results aren’t going their way. The criticism towards players for what they wear is irrelevant to the tactical issues on the pitch and serves as a proxy for pundits to attack players as individuals. Ultimately, reinforcing an outdated stereotype that footballers should stick to football. But as we’ve seen, players are more than just their job, and it is important we encourage individuality in an age of systems and conformity.
However, another feature of the 26-year-old’s career thus far is his commitment to addressing criticism or claims made by journalists. Where some in the past may have been wary of publicly clapping back, the Frenchman is no stranger to setting the record straight and reclaiming the narrative.
In response to the outburst, he replied on X (formerly Twitter), and said, “Well, gentlemen, don’t get carried away by so little. Given this abundance of kindness, we no longer have another option. At the next meeting, we promise to arrive all in tracksuits and boots, without forgetting the parka in case it rains, Mr. Larqué.”
True to his word, the following international break he pulled up in a classic French National Team tracksuit top and black bottoms, paired with Versace shades, an adidas beanie, and a Louis Vuitton quilted bag. Sarcastically captioning the picture, “Concerned about my environment.”
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Recently, after the famous Travis Scott El Clásico, Spanish outlet Mundo Deportivo reported that Koundé was spotted at an afterparty held by the rapper at the Opium nightclub in Barcelona. But he was quick to correct the claim, once again responding on X to clarify, “Another lie … I wasn’t anywhere close to this place. This is not journalism. Do better.” His response prompted an apology from the journalist, who blamed a mix-up for the false accusation.
The defender’s willingness to respond publicly represents a new age of football, as ballers become more empowered to control their narrative. The decline of traditional mainstream media, coupled with the rise of individual social media platforms, has enabled footballers to communicate directly with their audiences.
Jules Koundé is the quintessential modern-day footballer. Consistently cooking on the pitch, setting levels off it with his style, and speaking out against criticism and misinformation. His foray into the fashion industry, and his innate curiosity and humility in experimenting with different styles, have meant he just doesn’t miss. From the Camp Nou to Paris Fashion Week, he’s the pinnacle of football and fashion, spearheading one of the most influential crossovers the game has ever seen.
If Jules Koundé it, so can you.
The inaugural Como Cup came to a fitting conclusion on Sunday evening as the hosts lifted the trophy, courtesy of a convincing 3-0 over Ajax, with an impressive drone show during the trophy presentation, the cherry on top of an event that has set the bar.
The pre-season tournament was part of Football On The Lake, a five-day festival that intertwined football, culture, and music in the iconic setting of Lake Como.
Invitees included Celtic, Ajax, and Al-Hilal, bringing some of the biggest names in football to the most iconic setting in the game — with Riyad Mahrez, Ivan Toney, Franck Kessie, Sergi Roberto, Nico Paz, Rayane Bounida, and Kenneth Taylor all competing for the ultimate prize.
While the hosts will be emboldened by their triumph, the festival represents a wider shift in the relationship between football, culture, and music. The first of its kind, Como 1907 have become a trailblazer, recognising the value of intersecting different mediums through the lens of football.
However, the performances on the pitch weren’t the only highlight of the week, as iconic artists such as Becky Hill, Sick Luke, and DJ Patrick Nazemi were on hand to keep supporters entertained in between matches.
High-profile guests, including Giggs, Avelino, and ASAP Nast, not only raised the profile of the event, but they also reminded us of the power of intertwining various cultures, with the crossover for the summer proving that football belongs to all.
Como’s grip on the culture was further evident, with Creative Director Rhuigi Villaseñor, founder of American fashion house Rhude, a prominent figure throughout the week. Not only was he present for the trophy presentation, but a pop-up shop in Como offered attendees the chance to get their hands on one of the flyest football x fashion collaborations in the game. Since joining the club, Rhuigi has been making waves in the kit game, fusing the iconic scenery and culture of the city with Rhude’s signature style.
More than just a five-day festival offering attendees a taste of all the city has to offer, football, fashion, music, and culture, the inaugural Football On The Lake epitomises the modern game. Rather than shy away from the modern cultural zeitgeist, Como embraced these influences on the game and have set the standard when it comes to football culture.
Undoubtedly aided by their position in one of the most beautiful parts of the world, the off-pitch recognition of where the game is headed sets them apart from their nearest competitors, and their success on the pitch reinforces the club’s overall commitment to excellence in all aspects.
In today’s digital-first era, footballers have become more than just athletes. While social media in sports is not new, the last few years have marked a turning point. Players are increasingly bypassing traditional media to control their narratives, offering fans unfiltered access to their lives both on and off the pitch. More than a quest for visibility, this shift is redefining the media landscape, with authenticity at the forefront of the new wave. From YouTube documentaries, to curated Instagram dumps, and spontaneous Snapchat stories, a new era of football storytelling has arrived.
Many of us remember when Ryan Babel became the first footballer to get fined for a tweet back in 2011. Babel was charged with improper conduct by the FA for posting an edited picture of referee Howard Webb wearing a Manchester United shirt, captioning it “And they call him one of the best referees? That’s a joke. SMH” An unprecedented event, the then Liverpool forward was fined £10,000 for the tweet. Most footballers’ online presence in the past was often light-hearted and innocuous, with Wayne Rooney’s iconic tweet that same year, “Hi rio do u want picking up in the morning pal” repeatedly resurfacing.
Hi rio do u want picking up in the morning pal
— Wayne Rooney (@WayneRooney) April 23, 2011
Social media has been a consistent presence in the game, but 2024 marked a monumental shift in the relationship between footballers and online platforms. As the demand for traditional legacy media declined, a vacuum for unfiltered interaction emerged.
More players are taking control of their narratives through independent digital platforms. Both Cristiano Ronaldo and Jude Bellingham have pivoted to YouTube, creating their own channels to communicate with their audiences. Since starting the channel in July last year, Ronaldo has accumulated 75 million subscribers and a total of 846 million views, reiterating the demand for more access to the legendary player.
Compared to Ronaldo’s more light-hearted content, Bellingham’s channel is more curated. In September, the English midfielder released his self-made documentary ‘Out Of The Floodlights’ exclusively to his YouTube channel. Accumulating a total of 15 million views on both his documentary and additional exclusive content, it’s clear how much fans crave a glimpse into an athlete’s life. Significantly, Jude’s documentary was produced entirely by Bellingham Media Ltd, a company run by Bellingham’s parents and brother Jobe, giving him total control of the message. With a Netflix-level production, it’s interesting that the documentary was limited to YouTube, signalling a determination to control the presentation of a player who has soared to the top of the game since his emergence at Birmingham City.
Despite the respective successes of both Ronaldo and Bellingham on YouTube, there remains one app that dominates the footballing world.
Since launching in 2011, Snapchat has soared to the top, becoming a staple of modern digital media. And in 2024, we saw ballers truly embrace the app. The innately transient nature of the app, combined with its interactive features, has made it a player favourite to offer fans a glimpse into their lives. The allure of Snapchat is its raw nature, thriving on spontaneity, giving players the opportunity to connect with their audiences authentically without overthinking their posts. It has become a bridge between fans and footballers.
@footballerfits Alex Iwobi and Calvin Bassey even got Willian hitting the milly rock 😂 #football #fashion #viral #drip #fulham #alexiwobi #willian #premierleague #calvinbassey #nottinghamforest #dressingroom #funny ♬ original sound – Footballer Fits
The rise of the platform in the modern game is epitomised by the aptly named Snapchat derby, as Fulham and Nottingham Forest faced each other in the Premier League earlier this year. Ola Aina and Alex Iwobi are two prominent figures on the app, boasting 259,000 and 572,000 followers, respectively. As a result of their online presence, the game was given even greater significance on social media, with more than just the three points on the line for both teams. As Fulham emerged triumphant, in a 2-1 victory, the celebrations shared by Iwobi acknowledged the added significance of the win, with Issa Diop recorded chanting, “Team Snapchat!”
The acknowledgement of the online rivalry by both sets of players reiterates the rise of Snapchat, as they share genuine behind-the-scenes moments with fans, creating a connection that is difficult to emulate on traditional media outlets.
Beyond the two Nigerian internationals, there are numerous players who have welcomed the interactive features available. Erling Haaland’s stories epitomise the spontaneity of the app, as he varies between sharing his daily routines, his opinions on different matches and players, engaging in Q&A with fans, or even showing his gifting of a signed jersey to a fan from his hotel.
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As fans increasingly crave access to their favourite players, Snapchat has become the go-to medium through which players can engage with their audiences in real time. Offering an insight into changing-room antics, matchday routines, travel, and everyday activities.
However, it would be amiss to celebrate the current wave of players without paying homage to the OG’s of the Snapchat hype. Jesse Lingard is undoubtedly one of the biggest stars on the app flexing 1.4 million followers. Throughout his career, the forward has made an effort to share his personality with fans, and in an era where off-pitch access was rare, he was one of the first to give fans access. During his time at Manchester United, he was renowned for sharing interactions with teammates Marcus Rashford and Paul Pogba. Whether it was dancing in the changing room or sharing his matching fits with Rashford, he was an open book.
@footballerfits Admin misses the Marcus Rashford and Jesse Lingard bromance 🥺❤️ #football #fashion #viral #drip #manchesterunited #premierleague #lingard #rashford #bromance #funny ♬ original sound – Footballer Fits
Unfortunately, his playing spell at Manchester United coincided with a turbulent period for the club, and he was often villainised in the media for simply being himself online. Whether he was ridiculed for his dancing videos or chastised for his exuberant personality, he became a target as his expressionism was weaponised against him.
Thankfully, the current football scene has embraced the new generation of players who don’t shy away from sharing their day-to-day activities, and we must normalise players expressing themselves online. With footballers increasingly becoming dehumanised by overinflated playing schedules and regimented media appearances, the access they offer through personal, unfiltered communication, regardless of the platform, is cause for celebration.
From fit-checks, dressing room celebrations, and pranks to regular lifestyle insights, the value of footballers communicating with their audiences has increased massively in an era of media dominated by clickbait and engagement. The sheer authenticity provided by ballers through apps like Snapchat is part of a much bigger movement within the game towards athlete self-expression.
Whether it’s Snapchat stories, YouTube documentaries, walking at Fashion Week, or becoming the face of major fashion houses, the game is changing.