Archive · 2 Sep 2025
Carlsen Returns as G-Star Model After FIDE Dress Code Shift
After a controversy involving jeans at a chess event, FIDE, the chess organization, has changed its rules.
Now, players can wear certain types of jeans.
At the same time, Magnus Carlsen, a top chess player, is back as a fashion model for a denim brand called G-Star.
This is part of a 15-year partnership.
The new campaign features Carlsen wearing jeans and other clothes.
This change comes after Carlsen was previously told to change his attire because he wore jeans at a tournament.
This situation led to FIDE updating its dress code.
Magnus Carlsen returns as G-Star model after FIDE dress code modification.
Carlsen's renewed modeling stems from the 'jeansgate' incident and his prior fine.
FIDE will now permit 'appropriate jeans' in tournaments starting in September.
The change follows Carlsen being told to change his clothes during the 2024 World Rapid & Blitz Championships.
Carlsen auctioned his jeans from the prior event, raising over Rs 31 lakh.
- Who
- Magnus Carlsen, FIDE
- What
- Carlsen's modeling for G-Star coinciding with FIDE's dress code change
- When
- September 2024
- Where
- FIDE chess tournaments, G-Star campaign
- Why
- FIDE aims for a professional image, while Carlsen continues brand collaboration.
- Athlete
- Magnus Carlsen
- Brand
- G-Star
- Collaboration Length
- 15 years
- FIDE Dress Code Change
- Allows 'appropriate jeans' in specific events
- Previous Incident
- Carlsen fined for wearing jeans at World Rapid & Blitz Championship
- Current Campaign
- Fall 2025 denim collection