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.