Sport Desk
MILAN, Italy: Dubai-based Emirates Sports Group unveils its exclusive collaboration with renowned Italian designer Sergey Grinko, which opened Milan Fashion Week 2024. The haute couture collection, titled “The Body Remembers,” made a sensation by merging sportswear with high fashion, bringing Dubai into the spotlight as a creation born from the unique synergy of the two industries.
Sergey Grinko, a global fashion force for nearly two decades, has a longstanding connection with Milan Fashion Week. He worked with such fashion giants as Dolce & Gabbana and Diesel before he established his own fashion house in 2009. While he already has experience designing sportswear for the renowned Italian brand Hardskin, this marks his first time presenting a collection that masterfully blends high fashion with performance-driven aesthetics. “The Body Remembers” is a pioneering venture that elevates sports fashion to new artistic heights, showcasing Grinko’s unique ability to innovate in both style and function.
Emirates Sports Group, an investment group of companies with its main focus on promoting sports development through innovative formats, acts as the main source of inspiration for the collection, a valued customer and a sponsor. According to Sergey, who is no stranger to sports himself, the partnership with Emirates Sports promises to rethink the relationship between fashion and sports, offering unique clothing that embodies the essence of movement and freedom of expression. The collection garnered widespread acclaim at Milan Fashion Week 2024, with critics describing it as “fresh,” and “disruptive.” This resounding success solidifies the partnership and opens the door for future collaborations.
