‘The Beautiful Game’ can now also be referred to as ‘the Fashionable Game’ after getting special treatment from French fashion powerhouse Louis Vuitton. According to English media reports, the luxury retail brand has once again been commissioned to design a one-of-a-kind custom travelling case in which the highly-coveted World Cup trophy will be transported.
This is the second time the renowned international label has been tasked by the World football governing body with such a big responsibility, following the 2010 FIFA World Cup in South Africa.
The newly-designed travel case will reportedly be wrapped in LV’s iconic monogram canvas, and will boast LV’s signature brass lock and corners. And though this is the second time the company has been commissioned by FIFA, the project will be a new undertaking for Louis Vuitton’s newly-appointed Creative Director Nicolas Ghesquiere.
“The case opens from the front and at the top to allow the trophy to be easily removed when, at the final game on July 13, it will be delivered to the captain of the winning game,” said a spokesperson for Louis Vuitton.
In addition to the stunning new case, the World’s most sought-after trophy will also get a stunning new presenter. Stepping in for the host nation’s President Dilma Rousseff (who has suffered severe criticism leading up to the World Cup) Brazilian-born supermodel Gisele Bundchen will be the official presenter of the trophy to the World Cup winning team.
Around 450 orders are received by the 150-year-old fashion institution every year, making up for a chunk of their business. In addition to the FIFA World Cup they also have designed cases for other tournaments including the Americas Cup sailing competition.