KidSuper Turned Miami Into Fashion's Biggest Stadium, Where Football Became the Universal Language
Photos: Shane Drummond & Danté Crichlow:BFA.com
By PAGE Editor
The most memorable fashion shows aren't always confined to the traditional runway calendar. Increasingly, they happen where culture is already unfolding.
For Spring/Summer 2027, KidSuper founder Colm Dillane transported the energy of Paris Fashion Week to Miami, staging Resenha inside Nu Stadium during the world's largest football tournament. Strategically positioned between two marquee matches, the presentation blurred the boundaries between runway show, sporting event and cultural festival, reinforcing a strategy that has become synonymous with KidSuper: meeting audiences where passion already exists.
Photos: Shane Drummond & Danté Crichlow:BFA.com
Long before Paris Fashion Week invitations, gallery exhibitions, films and high-profile collaborations established KidSuper as one of fashion's most influential independent creative platforms, football remained the constant. Wherever work has taken him, one of the first things he seeks out is a local pitch and a group of strangers willing to play. It is a ritual repeated across cities, languages and cultures—a simple act capable of turning strangers into teammates within minutes.
Borrowed from Brazilian football culture, the title refers to the conversations, jokes, stories and moments of connection that surround the game as much as the match itself. Rather than celebrating football through uniforms or nostalgia, the collection explored the social rituals that transform a sport into a global culture.
This season, KidSuper invited more than 50 artists from around the world to contribute to the collection, not to create definitive representations of countries or cultures, but to foster dialogue between them. Through research, shared ideas and creative exchange, the project became a study in curiosity rather than authorship.
Photos: Shane Drummond & Danté Crichlow:BFA.com
The resulting collection reflected that process. Hand-painted artwork, expressive tailoring, oversized silhouettes and KidSuper's unmistakable visual language were layered with diverse artistic perspectives, creating garments shaped by many voices while remaining distinctly KidSuper. Like football itself, the collection was less interested in borders than in what happens when people come together.
With millions of football supporters already converging on the city, Nu Stadium became an unlikely home for Paris Fashion Week. Dillane has jokingly referred to the production as a "Paris Fashion Week off-site show," but the move represented something more significant: staging a collection in direct conversation with the culture that inspired it.
Inside the stadium, the atmosphere rarely resembled a traditional runway presentation. Supporters, families, athletes, artists and creatives filled the stands as drums echoed throughout the venue, chants rolled across the crowd and flags waved overhead. From the opening look to the finale, the production carried the anticipation and collective emotion usually reserved for the moments before kickoff.
Photos: Shane Drummond & Danté Crichlow:BFA.com
Each look celebrated cultural exchange through collaborative design, while the finale introduced models walking alongside children, recalling the tradition of players entering the pitch before major international matches. Families throughout the stadium responded with visible emotion, transforming the closing moments into one of the evening's most memorable scenes.
McDonald's partnered with the label on a limited-edition merchandise collection inspired by football fandom, expanding the restaurant company's global tournament campaign through wearable pieces rooted in the everyday rituals surrounding the sport. Meals, keepsakes and shared moments of fandom became expressions of personal style, extending the tournament beyond the stadium and into culture.
Mercedes-Benz continued its evolving partnership with KidSuper following last season's collaboration, unveiling a Miami-exclusive project that connected automotive heritage, football culture and fashion through bespoke vehicles and apparel inspired by seven football nations whose jerseys bear championship stars.
Photos: Shane Drummond & Danté Crichlow:BFA.com
Travel brand BÉIS, founded by Shay Mitchell, served as the show's exclusive luggage partner while previewing an upcoming collaboration with KidSuper. Mitchell also appeared on the runway in a nod to her Canadian roots, while custom luggage pieces underscored a collection centered on movement, travel and the unexpected encounters football creates.
Swiss watchmaker Hublot reinforced its longstanding commitment to football by incorporating a curated selection of timepieces throughout the collection, continuing a relationship with the sport that spans two decades. Bose added another sensory layer to the presentation, with models wearing limited-edition Bose x KidSuper headphones that merged sound, sport and fashion into a single visual statement.
Maison Perrier also returned as an ongoing creative collaborator, while Istituto Marangoni Miami integrated students into multiple aspects of the production, allowing emerging creatives to participate directly in a project built around exchange, education and community.
Photos: Shane Drummond & Danté Crichlow:BFA.com
Fashion, music and sport converged inside Nu Stadium with guests including Alessandra Ambrosio, Russ, Shenseea, Reykon, Hannah Traore, Keshad Johnson and Shilo Sanders.
Following the finale, Sean Paul surprised attendees with a live performance that transformed the stadium into an open-air celebration. Guests left their suites to join models, collaborators, families and children on the field as fireworks illuminated the Miami skyline before festivities continued into the official after-party at Nu Stadium and later at E11EVEN Miami.
The production itself reflected the scale of KidSuper's ambitions. Under Dillane's creative direction, the show brought together acclaimed collaborators including legendary lighting and set designer Thierry Dreyfus, stylist Wisdom Kaye and production company EYESIGHT, underscoring how the brand increasingly operates more like a multidisciplinary creative studio than a conventional fashion house.
The label no longer produces collections in isolation. Instead, each season functions as an ecosystem connecting artists, global brands, athletes, musicians, students and audiences through shared experiences that extend well beyond the runway. Fashion becomes the starting point rather than the destination.
As always with KidSuper, the clothes mattered. The collaborations mattered. The spectacle certainly mattered.
But Resenha ultimately asked a simpler question: What happens when people who might otherwise never meet find themselves connected through a shared passion?
Photos: Shane Drummond & Danté Crichlow:BFA.com
Hublot also participated in KidSuper’s Spring/Summer 2027 “Resenha” show in Miami underscored the deepening relationship between luxury watchmaking and global football culture. Integrated into a runway experience staged at Nu Stadium, the brand’s timepieces complemented a collection built around football’s connective power and the social rituals that surround the game rather than the match itself.
The collaboration aligned with Hublot’s long-standing “Art of Fusion” philosophy and its established history within football, from major tournament partnerships to its pioneering presence in sports timing technology. Within KidSuper’s broader ecosystem of collaborators spanning fashion, automotive, and entertainment, Hublot’s presence reinforced how luxury brands are increasingly embedding themselves into experiential storytelling, where sport, culture, and design converge to create shared cultural moments rather than traditional product showcases.
For one unforgettable night in Miami, KidSuper offered a compelling answer. In an industry often defined by exclusivity, the brand demonstrated that fashion's greatest luxury may simply be its ability to bring people together.
Photos: Shane Drummond & Danté Crichlow:BFA.com
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BÉIS made its runway debut as the exclusive luggage partner for KidSuper's Spring/Summer 2027 show, with founder Shay Mitchell walking the runway and previewing an upcoming collaboration that underscores the growing convergence of fashion, travel and global sports culture.