Luis Figo is once again at the center of the media spotlight, but this time far from the ball and the field. In an unexpected evolution of his career, he has taken a professional turn that has raised suspicions and is now confirmed with total clarity. His wife, Helen Svedin, has embraced this new direction in her husband's life with ease.
Although for a long time it was thought that his life after soccer would revolve exclusively around business, Figo has shattered all expectations. His connection to the fashion world has stopped being a simple hobby and has become an ambitious project. What has led the former footballer to cross this unexpected professional boundary?
Luis Figo confirms suspicions about his life: he is succeeding with his clothing brand
Luis Figo has made official what was already an open secret: he has fully devoted himself to his new men's fashion brand, "LF Luis Figo." This decision marks a definitive turning point in his post-soccer career. But the most revealing thing is that he has the understanding and support of his wife, Helen Svedin, a renowned international model.
Helen's acceptance has not been accidental, since she knows the industry perfectly and can identify the potential a brand has when she sees it. Figo, far from relying solely on his fame, has opted for a solid, elegant, and functional proposal. The recognition his label has received, awarded the prestigious TAO Award 2025 – Special Press Award, proves it.
Figo himself shared the news with excitement on his social media, accompanying his words with images in which he appears smiling at the Greek Theater of Taormina. "It's a great honor for me to have received the prestigious TAOMODA Award in the splendid setting of the Greek Theater of Taormina," he began by saying.
"I wish to express my sincere gratitude to the jury and to all those who made this recognition possible, which celebrates LF Luis Figo. The ability to interpret men's clothing with a coherent and distinctive offering, designed for cosmopolitan and sophisticated clients," he added.
His words convey pride, but also a clear vision for the future. With a concept designed for modern and demanding men, the label has managed to connect with an audience seeking identity, style, and authenticity.
LF Luis Figo establishes itself as an international reference in men's fashion
Since its launch in 2023, "LF Luis Figo" has burst onto the luxury men's fashion scene with strength. The brand's name, which in addition to matching his initials also means Luxury Fashion, sums up its philosophy: timeless elegance with contemporary touches.
The collections, manufactured entirely in Italy, stand out for their innovative design and for incorporating technological details that enhance the functionality of each garment. The Spring/Summer 2026 line, presented at the Pitti Uomo event, proved this, where it established itself as an auteur proposal with its own identity.
Beyond design, Figo has wanted to convey in his brand the values that have always accompanied him in sports: discipline, perfectionism, authenticity, and passion for detail. That vision has resonated deeply with the TAO Award jury, who recognized his ability to create a coherent and competitive label.
Helen Svedin applauds the new path of Luis Figo
While Luis Figo steps firmly into this new creative universe, Helen Svedin watches the project's evolution with complicity. As a professional model, she knows what it means to build a career based on image, aesthetics, and coherence. That's why she hasn't hesitated to appear by his side at key events, supporting him every step of the way.
Although for now the label is focused exclusively on men's fashion, some are already speculating about a future expansion into women's collections. If so, Helen could become not only the brand's ambassador, but even its muse or creative advisor.
That possibility doesn't seem far-fetched. The couple's harmony in this project is evident. Moreover, the balance between personal and professional life has been a constant since they began their story together.
Luis Figo has confirmed that his life has taken an unexpected business direction that Helen Svedin has embraced with serenity. With an already award-winning fashion brand and the support of his partner, the former footballer is consolidating his new role. Will this be just the first collection of a legacy that also aspires to dress women like Helen?