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The Beautiful Game

When we launched Sepp in 2002, few designers, except maybe Armani with the Davids - James and Beckham - and Dirk Bikkembergs sport couture, cared much about football. Since then, a squad of luxury labels has tapped into the global obsession with football, and player's rare ability to convey and magnify style trends. Mirroring that, The Beautiful Game, is designed to reflect how top brands now develop products specifically with soccer's global reach in mind, how they use famous players in their advertising and other related news. As Sepp hears about new deals and announcements on a regular basis now, we have decided to start this online column to support our print version and bring you the latest football fashion news at once.

Fernanda Tavares by Markus Pritzi

Sepp Football Fashion Nr. 8, the World Cup Brazil issue out on June 1st 2014

We have teamed up with YOOX.COM, the world’s leading fashion e-tailer, to put together a dream-team of fashion designers. The result—ten cool and exclusive unisex sweatshirts for lovers of football and fashion. Created by the new generation of talent from the runways of London, Milan, New York and Paris... the designers hail from each qualifying continental zone.

Check out #YOOXSOCCERCOUTURE on www.yoox.com/project/soccercouture now and also take the chance to enjoy the images and video of our shoot in Brazil where a squad of Carioca beach players led by Brazilian bombshell Fernanda Tavares kick the sweats into action!

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