Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Sports icon David Beckham shot the latest H&M’s campaign for spring 2016 collection, which focuses on his role of a style icon for millions of men around the world. Truth be said, it’s not the first time for Beckham and H&M. Swedish fashion giant is aware that people love athletes. And it seems that athletes are slowly replacing professional models.
Today, athletes are sitting in the front rows of fashion shows during fashion week events, they appear on the covers of the most influential magazines, they show their personal style like never before on the red carpet and the street style blogs, and they are increasingly frequent choice of fashion brands looking for ambassadors.
They have extremely trained figures and an existing large base of fans. Such popularity among the models is reached only by those who perhaps participated in a reality show like Gigi Hadid and Kendall Jenner.
This was recognized by Angus Munro, owner of the first modelling agency for sports stars.
While sports brands have always looked at athletes as perfect representatives – which is why the love relationship between Michael Jordan and Nike has been lasting for three decades now – now other brands as well recognise perfect partners in athletes. Fashion potential of sports stars is infinite. Russell Westbrook was the face of capsule collection for Barneys New York, Rafael Nadal for Emporio Armani, Serbian tennis player Ana Ivanovic was the face of Rolex and cosmetics brand Shiseido, and the Olympic gold medallist Anna Fenninger and Real Madrid’s James Rodriguez have also tried their hands at modelling.
“What can be more inspiring than someone who has devoted his life to become the best in the world and who is so good-looking? Hiring athletes gives a whole new dimension to advertising and probably new audience to a brand. And the athletes are also increasingly interested in the fashion business,” Munro commented for Vogue.