When Arsenal dropped the video promotion for their third kit, The Drum’s Amy Houston says that viewers would have been forgiven for thinking it was an ad for a luxury fashion house, such as Gucci or Prada.
The appointment of Kenny Annan-Jonathan as creative director at Crystal Palace, a first for the Premier League, also provides another nod towards this wider trend of football mixing it with high fashion, as Houston has observed:
The consensus is that, by bridging the gap between fashion and football, clubs will attract the attention of people who don’t see themselves as ‘football fanatics’ but still enjoy the game. In turn, this delivers a new source of revenue from a cohort of people who wouldn’t normally spend money on a team shirt.
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