Relaunched on the big screen by Colin Firth, they have conquered sport. This is also how you become a team
It was 2001 when Colin Firth, in the role of the impeccable Mark Darcy, made his triumphal entrance on the big screen wearing a Christmas sweater that would remain etched in the collective memory: a green pullover decorated with a funny-looking reindeer. The scene from “Bridget Jones’s Diary” consolidated the awkward and irresistible charm of the character, giving new life to a tradition close to oblivion: that of the Ugly Christmas Sweater, the decorated Christmas sweaters, exaggeratedly kitsch and over the top. It was the 1950s when these garments entered the wardrobes of American and British families. Often handmade or sold in local markets, they were worn mainly during holidays as a symbol of warmth and conviviality. The decorations? Snowflakes, reindeer or Christmas trees, united by a palette of red, green and white. In the 1980s, sweaters became more extravagant, thanks to the growing commercialization of the holidays. The decorations became exaggerated: lights, three-dimensional bows, even bells. Successful TV programs (such as “The Brady Bunch”) made them popular, but their style was soon considered in bad taste, making them destined for grandmothers’ wardrobes.
irony and nostalgia
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After years of damnatio memoriae, it was Mark from “Bridget Jones” who brought the Ugly Christmas Sweater back into the spotlight, transforming it into a symbol of irony and nostalgia. Sweaters thus returned to make their appearance in themed parties, often organized with the aim of showing off the most absurd look. So, from embarrassing, the boss suddenly became cool. And in 2011 it experienced definitive consecration thanks to the establishment, in December, of the National Ugly Christmas Sweater Day. Luxury and fast fashion brands were quick to ride the wave, proposing collections that oscillated between brazen kitsch and ironic refinement, between sequins, LEDs and interactive applications.
From the NBA to us
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The Ugly Christmas Sweaters, which have become a symbol of joy and a renewed community spirit, have today found a new declination also in the world of sport. From the official sweaters of the NBA and the NFL, decorated with the logos and colors of the teams, we move on to customized versions for football fans (including our Serie A), in reinterpretations in which the warmth of the holidays is combined with the passion and typhoid. And the trend doesn’t stop at sweaters: even Christmas decorations embrace the deliberately tacky spirit of Ugly Sweaters. Colorful baubles for the tree, as well as socks with logos, embroidery and ornaments that reproduce everyday objects or sports details have become must-haves on the market. Take a look at the online shops of Milan, Inter, Toro (etc.) to believe it. The mix between tradition and irony confirms how Christmas is increasingly an opportunity to celebrate lightly, mixing the warmth of the holidays, fun and nostalgia.
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