When luxury fashion houses venture into sports partnerships, they typically chase the biggest names and brightest stadiums. Brioni has taken a different approach entirely. The Roman fashion house just announced its first-ever soccer collaboration with Como 1907, the Lake Como–based club that returned to Serie A after a 21-year absence. This partnership is more interesting than another predictable luxury sports tie-up.
Como 1907 embodies the kind of authentic cultural cache that fashion brands crave but rarely find, free from the overwhelming commercialization that plagues major European clubs. The club finished 10th in Serie A during their remarkable 2024–25 comeback season, proving that their credibility extends beyond marketing stunts. For Brioni, this collaboration offers something genuinely fresh in an oversaturated market where every major label seems attached to the same handful of global soccer giants.
Starting with the 2025–26 season, Como 1907 players will wear exclusive Brioni creations for all off-field appearances. The collection debuts with a double-breasted navy suit made of Solaro fabric and paired with Brioni’s signature Trama polo shirt in matching navy cotton. These pieces embody the kind of understated elegance that made Brioni legendary in Roman tailoring circles.
Both organizations are committed to craftsmanship and innovation that extend beyond surface-level branding. Brioni brings decades of sartorial expertise to a club that has spent the past several years carefully constructing its identity around sophisticated cultural partnerships rather than flashy celebrity endorsements.
Since Indonesian brothers Robert Budi and Michael Bambang Hartono acquired Como 1907 through Sent Entertainment Ltd., the club has demonstrated remarkable strategic thinking about modern sports marketing. Their approach focuses on organic cultural integration rather than forced celebrity associations. Former Arsenal star Thierry Henry invested in the club in 2022, and celebrities such as Keira Knightley, Michael Fassbender, and Andrew Garfield have been seen supporting the team.
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Rhuigi Villaseñor, the RHUDE designer who serves as Como’s chief brand officer and minority owner, has been instrumental in positioning the club at the intersection of sports and lifestyle culture. His spring 2025 runway show in Lake Como previewed this strategic direction, followed by collaborations with brands like Hublot. The Brioni partnership represents the natural evolution of this carefully cultivated aesthetic.
Fashion’s relationship with soccer has traditionally followed predictable patterns. Major fashion houses sponsor well-established teams, creating partnerships that generate headlines but rarely produce a meaningful cultural impact. Brioni’s choice to partner with Como 1907, however, suggests a more sophisticated understanding of how luxury and sports can genuinely complement each other.
Lake Como’s location provides immediate advantages. Lake Como has been a luxury destination for decades, attracting an international clientele that appreciates Brioni’s Italian craftsmanship heritage. The natural connection between the region’s established elegance and the fashion house’s Roman sophistication creates an authentic synergy that feels organic rather than manufactured.
The timing also reflects broader shifts in how luxury brands approach sports partnerships. Instead of competing for the most expensive deals with the biggest clubs, smart brands are identifying opportunities where their values align with emerging cultural movements. Como 1907’s rapid rise from obscurity to Serie A is precisely the kind of authentic success story that luxury consumers appreciate.
This collaboration shows how luxury fashion brands can engage with sports culture without compromising their identity. Rather than diluting Brioni’s sophisticated aesthetic to appeal to mass soccer audiences, the partnership amplifies the strengths of both brands. Como 1907 gains access to world-class tailoring, which reinforces its positioning as soccer’s most stylish club. Brioni gains association with genuine sporting achievement and cultural relevance.
This partnership’s success will likely influence how other luxury brands approach sports collaborations. Instead of pursuing the obvious choices, expect more strategic partnerships that prioritize cultural alignment over pure visibility. The story of Como 1907 demonstrates that smaller, strategically positioned clubs can offer luxury brands something major teams cannot: authentic cultural credibility combined with manageable scale.