From their headquarters in Bologna, Italy, Macron have been going about the business of seriously raising the bar of jersey design over the last few years. Now, in a fairly unprecedented move, the brand pull together a selection of their roster for its ‘The Shape of Beauty’ campaign.
There’s a difference between releasing a football shirt and presenting one – and with ‘The Shape Of Beauty’, Macron makes it clear which side of the line they’re standing on. A bold and unorthodox campaign from the Italian label, this is not just another series of kit launches. It’s an artful declaration that Macron aren’t here to follow. They’re here to lead.
Sixteen clubs. One campaign. Zero compromises. While other brands roll out their kits in isolation – often lost in the chaos of preseason schedule reveals and social drops – Macron goes full Avengers-assemble, uniting a curated cast of some of their most unique, lesser-seen shirts for the 25/26 season. The result? A collection that hits harder together than it ever could apart.
Titled “The Shape Of Beauty”, the campaign is both a visual and cultural manifesto – rooted in the blokecore aesthetic but elevated by design choices that reflect identity, community, and narrative. Each kit in the campaign is a standalone piece of work, yet together they form a striking constellation of colour, texture, and club heritage, all under the Macron hero logo.
From the geometric punch of Ferencváros’ home to the elegant edge of Austria Vienna’s away, every shirt tells its own story. Crystal Palace’s third? Pure swagger. Cádiz CF’s away? A masterclass in minimalist impact. Even the most unexpected inclusions – like Viktoria Plzeň’s away or AD Ceuta’s clean-cut number – are showcased with the same energy as headline teams. And that’s the power of this campaign: it lifts everyone.
Designed entirely in Bologna, at Macron’s in-house design centre, the shirts wear their origin like a badge of honour – “Designed in Bologna” isn’t a footnote, it’s a flex. It’s the kind of confidence that comes from knowing your kits go beyond trend or template. Instead, they embody what Macron call a “tailored, deeply personalised approach”, rooted in club history and sharpened for modern performance.
There’s an honesty to it all – a sense that these aren’t shirts for hype’s sake, but for meaning. They’re not chasing aesthetics. They are the aesthetic.
And in an era where kit drops can often feel like a box-ticking exercise, “The Shape Of Beauty” feels like something else entirely: a statement. Macron aren’t just making shirts. They’re shaping identity. And they’re doing it as only they can – together.
The kits featured in the “The Shape of Beauty” campaign include:
AD Ceuta (Away), Austria Vienna (Away), Bologna (Away), Blackburn Rovers (Third), Bradford City (Away), Cádiz CF (Away), CA Osasuna (Home), Crystal Palace (Third), Dundee FC (Home), Ferencváros (Home), Levante UD (Third), Real Sociedad (Away), Sheffield Wednesday (Away), Standard Liège (Third), Stoke City (Away), Viktoria Plzeň (Away).
