Industry News Archives

Bavaria V-Dress

Football and beer go together like bees and honey. Add fashion to the mix and you're looking at a whole new ballgame. The Dutch certainly seem to have found a niche for combining all three elements. The result is this year's V-Dress.

The one-size-fits-all orange and blue creation, designed by top Dutch design duo Spijkers & Spijkers, was commissioned by Dutch brewer Bavaria in honor of this year's European Championships.

The brewery has decided to repeat the successful formula of its last foray into fashion, when it launched the DutchDress together with hot Dutch fashion brand Supertrash during the World Cup Series of 2010 in South Africa. At the time, the stretch dresses caused quite a stir during the Holland-Denmark match, when 36 women shrugged off their Danish colors to reveal the bright orange dresses underneath.

Once again, the dress's purpose is to lend Holland's players female support in the stands and throughout the country. The V stands for Victory, leaving no question about the intended message. The dress is sold in a fashionable bag with a Bavaria six-pack so that celebrating Victory or even bemoaning Defeat are both well catered for!

Information courtesy of fashion United. Edited by Richard Smith