French footballers have always had a certain swagger, both on and off the pitch. From the days of Paul Pogba turning up in the freshest fits to Karim Benzema flexing like a movie villain, there’s something about French football culture that just oozes style. Jules Koundé, FC Barcelona’s defensive maestro, carries that tradition forward with effortless ease. He’s not just a baller on the pitch, but off it too—whether it’s his drip, his posture, or just the way he carries himself, the man radiates an unbothered coolness that fans simply can’t get enough of.
Recently, Koundé once again found himself at the center of football Twitter’s latest obsession: “aura farming.” It all started when FC Barcelona renewed their partnership with Cupra, a Spanish automotive brand, extending the deal until 2029.
As part of the celebrations, Joan Laporta and Cupra CEO Wayne Griffiths met at Barça’s commercial offices to discuss their future together. Cupra is now not only the club’s official car sponsor but also backs all Barça sports teams, from football to basketball, handball, and even roller hockey. Laporta himself was handed the first Cupra Tavascan, and he had nothing but praise for the collaboration and the mark of the project Espai Barca an initiative to transform Barcelona:
Espai Barça is a transformative project for FC Barcelona, and partnering with leading companies like Cupra is crucial to upgrading our home into a global benchmark. Cupra’s contributions, such as installation of electric chargers, demonstrate our mutual commitment to the future of mobility. We are thrilled with the ongoing collaboration and look forward to many years of shared innovation and success
As part of the deal, FC Barcelona’s first-team players were given the chance to test and customize their own Cupra rides. A few weeks ago, stars like Pedri, Gavi, Rafinha, Ferran Torres, and Fermin López took to the Teramar Circuit, zipping around in Cupra’s latest models—the Teramar, Tavascan, and Formentor.
The official Cupra brand manager summed up the partnership by saying:
Our collaboration with FC Barcelona is more than just a partnership. Both our brand and the club embody a spirit of daring and winning ambition that sets us apart.
Now, all of this sounds like standard sponsorship news. But this isn’t about cars—it’s about Koundé. During the official team photo with Cupra’s top brass, while every other Barcelona player stood upright, looking like professional athletes at a PR event, Koundé did what Koundé does best: exude effortless cool.
Leaning against the front bumper of a Cupra, hands casually stuffed into his hoodie, sunglasses on, looking like Han from Fast & Furious about to drop a philosophical one-liner while munching on chips—he stood out in the most nonchalant way possible. The rest of the team? Formal, straight-backed, playing the part of brand ambassadors. Koundé? Just vibing. And the internet noticed.
Barcelona fans were quick to label this yet another instance of “aura farming”—a term that, in football meme culture, refers to players who naturally project an air of effortless dominance and charisma. Koundé wasn’t just taking a picture; he was creating a moment, a meme, a whole vibe.
So today, we dive into Koundé’s best “aura farming” moments—because this isn’t the first time he’s stolen the show just by existing. Stay tuned.
Making Waves at Paris Fashion Week
In September 2024, Jules Koundé made a striking appearance at Paris Fashion Week, not just as a spectator but as an official ambassador for the renowned Parisian jewelry brand Messika. Recognized as one of the most stylish athletes in the world, Koundé was handpicked by Messika to represent the brand at the prestigious event—standing alongside Hollywood actors like Cole Sprouse and Kamil Razat.
Dressed in an effortlessly slick black outfit, paired with black goggles, Koundé exuded confidence and sophistication. Among a sea of A-list celebrities and fashion icons, he proved that footballers can hold their own in the world of high fashion. His presence wasn’t just about making an appearance—it was a statement, showing how athletes today are breaking into the luxury fashion scene with undeniable style and charisma. And with Koundé, it wasn’t just about looking good—he was oozing charisma, bringing a unique blend of sport and fashion that few can pull off.
Collaborating with the Biggest Names in Fashion
Koundé’s bold sense of style hasn’t gone unnoticed by the fashion industry. He was recently featured in Jacquemus’ “La Casa” campaign, shot in the breathtaking Villa Malaparte in Capri. The campaign showcased him in various standout looks, including a sky-blue cardigan with a hyper-pink tie and zebra-striped loafers—proving that he’s just as comfortable in front of a camera as he is on the pitch. Jacquemus official Instagram account posted “AT HOME WITH JULES” which garnered over 816,231 likes overall.
Further in this campaign, In one playful scene, he playfully channeled his inner classic fairytale and princess energy lounging on a mountain of suitcases. He also demonstrated his driving prowess behind the wheel of a miniature car. The campaign cleverly blends fashion and personality, providing a fresh perspective on the footballer and the designer brand.
Challenging Norms, One Outfit at a Time
Koundé doesn’t limit his fashion-forward looks to industry events. When he arrived at the French national team’s training camp, he once again made a statement—this time in a black skirt with zippers, a multicolored tank top-esque T-shirt, and timberland boots, topped off with stylish sunglasses.
For many, this was an unexpected choice. But it wasn’t the first time Koundé had challenged traditional footballer fashion. The previous year, he had already pushed boundaries by wearing high heels, blue jeans, a Louis Vuitton designer bag, and a black leather and orange-striped tie.
The daring look wasn’t just a fashion statement—it was a declaration of individuality, defying the rigid style expectations often placed on male athletes.
Social media exploded with reactions. Some praised his confidence, calling him a “fashion trailblazer,” while others debated the shift in traditional masculine style. Regardless of the opinions, one thing was clear: Jules Koundé was no ordinary footballer—he was a trendsetter.
Koundé’s Take: “This Is Me”
Despite the buzz around his outfits, Koundé remains unfazed. He knows his fashion choices are scrutinized, but for him, it’s simply about being true to himself. In an interview when asked whether he is aware of his ‘man of the moment‘ shout outs in the fashion realm the defender said,
I’m aware of it, I know that now people can’t wait to see what I’m going to turn up in, which style, whether I’m going to be eccentric or not. But actually, the way I dress is me, it’s a part of my personality.” – kounde said on the show The Bridge on S1E4 starring along Ousmane Dembele as well at that time.
This authenticity is what makes him stand out—not just in football but in the larger world of fashion and culture.
Kounde also spoke about his unconventional style at times in an interview by stating,
It’s no secret that I love fashion. I like to dress nice every time I leave the house, even when I go to the store to buy bread. I knew people would talk about my outfit when I made it to the national team. I feel good with what I wear, it is part of my identity
So, what is Jules Kounde’s Style?
Jules Koundé’s fashion style is all about finding the sweet spot between casual and sophisticated. He effortlessly blends sporty and elegant elements, showcasing his ability to create looks that are both laid-back and refined. Known for his chic streetwear, Koundé often gravitates towards well-cut hoodies, stylish joggers, and collectible sneakers, with Off-White, Nike, and Balenciaga being some of his favorite brands
What sets his style apart is the personal touch he adds through carefully chosen accessories, including luxury watches, subtle jewelry, and statement sunglasses. Whether he’s donning a tailored suit with an impeccable shirt and shiny leather shoes, or keeping it casual, Koundé always opts for sober colors and modern cuts, demonstrating a taste that is both refined and timelessly elegant. His keen eye for detail ensures that each piece, whether streetwear or formal, reflects his distinct style and elevates his overall look.
Redefining Athlete Fashion
Jules Koundé isn’t just a footballer who likes to dress well—he’s part of a new wave of athletes who are blurring the lines between sports, fashion, and personal identity. With each bold outfit, he’s challenging outdated norms and inspiring others to embrace self-expression.
From the stadium to the runway, Koundé is proving that style and sportsmanship aren’t mutually exclusive. And if his recent fashion choices are anything to go by, he’s only just getting started.
