We weren’t expecting him there, but this celebrity has more than one trick up his sleeve and above all, several strings to his bow. Among her hidden talents: that of a fashionista.
We had almost forgotten her. However, this celebrity was on every screen forty years ago. Admired for his extraordinary physical abilities, his iconic splits (which made him hang between two trucks in 2013), his media escapades and his killer punchlines which have spanned the decades, we know him a little less for his sense of style. In 2025, however, he ended up throwing himself headlong into this industry alongside an iconic French brand: Celio. Thus, for more than a year, the martial arts icon has been praising the pieces designed by the famous men’s ready-to-wear brand. On the posters distributed since February 4, the muse shows off with basics Celio such as classic pants or jeans. You will have understood, it is Jean-Claude Van Damme.
Under his influence, advertising campaigns freed themselves from fashion codes to become real posters for action films with, as a backdrop, a fiery sky worthy of the apocalypse, or even an atmosphere of dark city night which evokes films where the heroes fight crime without a sound.
Since last year, the 65-year-old actor has been collaborating with the French label founded in 1978. Obviously, the primary interest of this collaboration lies in the visibility of the famous sixty-year-old: the brand knows full well that this collaboration will get people talking, provoke a publicity stunt and fuel a controlled buzz.
However, if we believe that this fashion partnership is only based on communication, it also refocuses the scope on the battle horse of any brand: the quality of the product. Joining forces with JCVD thus allows Celio to demonstrate the comfort and solidity of its products in all moments of life – even during large gaps hostile to weak parts (Cf the 2025 campaign, where Jean-Claude Van Damme does his daredevil and performs kung-fu poses while wearing pants Celio). The brand even offers ultra-resistant pieces directly created with the former bodybuilder: the “24H pants”, “Jean-Claude – the strongest jeans in the world”…
Beyond its advertisements, on the e-shop, an insert is for example reserved for all clothing “tested and approved by JCVD”. A marketing genius that extends to the user experience: in fact, the metaphor with the 7th Art continues through a search button called “Cinécelio”, product descriptions which transform into real synopses of blockbusters, taking up the lexical field of these adventure films…
This is not the first time that JCVD has entered the very closed world of fashion: in 1984, he took part in the designer’s “L’homme-objet” campaign. Jean Paul Gaultier. The circle is closed.
