To mark its 30th anniversary, Under Armour is partnering with French designer Marine Serre on its first capsule collection, the most fashion-forward move in the brand’s history. It is the first of several high-profile collaborations Under Armour is staging this year, following a recent drop with LA avant-luxury streetwear label 424 and growing speculation about a multi-year partnership with Playboi Carti’s Opium collective. The Serre capsule, however, is the one that will define how seriously the sports industry takes the brand’s fashion pivot, because Marine Serre does not do surface-level.
The Concept
The capsule draws from Under Armour’s early-2000s archive, with HeatGear, the baselayer, and the late-2000s UA Proto Speed II sneaker guiding the design direction. The starting point is deliberate. The baselayer sits closest to the body, giving the collaboration a direct link to training, repetition, and athletic discipline. For Marine Serre, it also connects directly to her house’s own Second Skin, the Moon-patterned layer that has become one of her defining design codes since she founded her label. She said: “Sport has always been part of my life. With Under Armour, I wanted to explore the beauty of movement through pieces that combine performance, precision, and beauty, starting from the baselayer, the closest element to the body and to the athlete’s experience.”
The Design
The visual direction stays graphic and direct, with lean lines, black-and-white contrast, and HeatGear fabric giving the capsule a clean athletic structure. Campaign talent Mathis Chevalier appears in the launch imagery, connecting the visual direction to the body, movement, and the physical demands of performance. Nothing is decorative for its own sake. Every choice traces back to how the body moves.
Where to Get It
The capsule launches June 5th on Marine Serre’s website and in a selection of her boutiques, ahead of a global roll-out later in the year across Under Armour’s channels. For a brand that built its name on the baselayer thirty years ago, handing that same garment to one of fashion’s most rigorous designers is a confident way to mark the milestone.
