Umbro France x JUS10H:
Brand Collaboration Campaign
The Umbro France x JUS10H collection starts with a question that most sportswear ignores: what does a soccer girl wear when she is not playing? Not the athlete in kit, not the fan in a replica jersey, but the person who lives inside that world and wants her clothes to reflect it without announcing it. Designer Justin Haynes built six looks around that premise, pairing JUS10H's signature patchwork and mixed fabrication with Umbro France sneakers drawn from the futsal tradition: gum-soled, low-profile, built for indoor courts but comfortable enough to wear anywhere a person actually goes. While other brands have chased volume and visibility, Umbro has stayed close to the sport itself. Justin recognized that and built from it. The result is a collection that sits confidently at the intersection of athletic identity and personal style, shot on location in Springfield, Massachusetts by Scott Parker Photo and published August 1, 2026.
The Sweatshirt Dress
Justin brought his signature sweatshirt dress back, with some new changes. Denim sleeves replace the standard cotton, and a half-zip at the cuff keeps the silhouette feeling like a sweatshirt while giving the whole piece an elevated edge. The floral patchwork panels and gingham patches running across the body are JUS10H signatures carried through the entire collection. This is the look you wear to the game, comfortable enough to sit in for ninety minutes, styled enough that you chose it on purpose. Justin describes it as something you can throw on and go, oversize or tailored depending on how you wear it. Vanessa demonstrated both readings.
The Denim Moto Jacket and Shorts
Denim does not belong on the pitch, but it belongs everywhere around it. Justin's cropped two-tone moto jacket pairs a lighter wash on the upper body with a deeper indigo below the chest seam, zippers at the cuffs rather than buttons: a deliberate choice. He did his research on what soccer people actually want to wear and landed on ease, zip and go, no fussing with buttons or rolls. The matching distressed bermuda shorts carry the same floral patchwork treatment as the jacket, keeping the two pieces in conversation without looking like a uniform. Justin calls this one of his favorites in the collection. So did Vanessa.
The Tweed Shift Dress
The navy houndstooth shift dress is doing two things at once, and Justin designed it that way. A white t-shirt underneath adds a layer of warmth and a layer of identity, making the same garment read differently depending on whether the dress is zipped up or opened into a separate piece. Justin calls it two girls versus one. The tweed elevates, the t-shirt pulls it back toward casual, and the result lives somewhere between dressed and comfortable that most collections never quite find. The denim jacket carried through several of these frames doubles as a bag, a second use Justin built into the collection deliberately: the jeans you wore to the game that you can throw on afterward.
The Collaboration
This campaign did not begin with a brief. In early 2026, while preparing for Paris Fashion Week, Justin mentioned that Umbro France had expressed interest in a tie-in. A proof-of-concept was quietly folded into the Paris Fashion Week shoot: one look, Umbro sneakers, enough to show both parties what the combination could produce. Umbro liked what they saw and asked for something larger. The adidas Brazil campaign was already scheduled and took priority, but Umbro was patient. When the calendar opened, the team reached out to Vanessa, a model who can carry a campaign on her own, and scheduled the shoot for July 22, 2026. Leandra handled hair and makeup across all six looks. Scott served as photographer and art director throughout.
The Sand Utility Jacket and Wide-Leg Jeans
Justin has a jacket philosophy: they are all-year pieces, and any collection worth building needs one. For this collection he reached for a short-sleeve trench in sand, a silhouette he has been known for, updated with floral patchwork at the chest and gingham patch pockets. The sleeve carries a faux cuff detail, a button added to permanent short-sleeve fabric to create the look of something rollable without the bulk. Underneath, wide-leg dark indigo jeans with a gathered elastic waist and an open hem, denim doing the work that a cotton sweatpant would usually do, but landing differently. Light enough to move in, relaxed enough to wear for hours. Vanessa had range in these.
The Ruffle-Sleeve Shirt Dress
The ruffled sleeves started as a design problem: how do you add movement to a white shirt dress without turning the sleeves into a prop? Justin's answer was to keep them short enough to stay out of the way while giving them enough volume to register when Vanessa moved. The result reads as a quiet couture gesture inside a garment that is genuinely wearable: a double-pocket white shirt dress split vertically with a distressed denim panel on the right side, floral and gingham patchwork on the left, a denim mandarin collar at the neck. Navy knee-high football socks ground the look back in the world it came from. Justin notes that soccer athletes want to be covered and comfortable off the field. This look covers both without sacrificing either.
The Multicolor Plaid Shirt Dress
The final look is the loudest piece in the collection and the most athletic in the camera. A coral, blue, lavender, and navy plaid shirt dress, oversized and lightweight, with floral patchwork pockets at the chest and gingham diamond patches across the body, orange football knee socks, and the Umbro France sneaker in full view. Where the earlier looks lean into ease and layering, this one leans into movement. Vanessa kicked through it. Justin put it simply at the close of the interview: two clear brands in one frame. The collection is the proof. The campaign is the record of it.
"The theme was elevated soccer girl. The girl that's after soccer, who's still her sport, but she still wants to be cute outside off the field. So the whole collection kind of came from that. Umbro is a brand that has just kind of kept to their mission. And in pairing it up, anybody can wear it. They just don't have to be on the field."
Justin Haynes, JUS10H