French luxury fashion house Dior is providing the official wardrobe for the Paris Saint-Germain football team. For the next two seasons, Dior will provide the sports team with one casual look and one formal look in a first-of-its-kind partnership for the brand. Gen Z and Millennial shoppers are changing the face of luxury, opting for labelless and second-hand luxury items over the coveted legacy labels of old. That means brands like Dior have to find creative ways to reach young consumers. And with the majority of Gen Z and Millennials saying they are sports fans, teaming up with one of Europe’s most popular sports teams could help the brand reach young consumers. In fact, YPulse’s recent celebrities and influencers survey found that Saint-Germain forward Lionel Messi is one of young European consumers’ favorite celebrities, giving Dior’s looks an even bigger boost. (Fashion United)
