Kamila Valieva, the renowned Russian figure skater, stars in Gloria Jeans’ latest winter advertising campaign, as confirmed by the brand’s press service. The shoot captures the athlete in a fresh set of looks that blend streetwear with high-fashion flair, highlighting Gloria Jeans’ evolving style narrative.
The campaign imagery features Valieva in a curated mix of pieces ranging from rugged, torn-knit styles to sleek, metallic silhouettes. Her wardrobe selections include a natural llama wool sweater, a voluminous grunge-inspired knit, a neo-futuristic metallic dress, a corset top paired with straight eco-leather trousers, and a jacket that completes the varied lineup. The photographer behind the campaign is Daniil Golovkin, whose lens captures the athlete’s poised energy and dynamic presence.
Valieva commented on the shift in Gloria Jeans’ wardrobe language, noting that the brand has moved beyond classic denim and casual tracksuits. She explained that the collection now offers pieces that align with her personal style, from practical cargo pants to party-ready dresses and oversized outerwear. She highlighted Gloria Jeans’ ongoing commitment to high standards, paralleling her own pursuit of excellence on the ice and in fashion alike.
In a separate achievement, Valieva secured victory at the sixth stage of the Russian Grand Prix on 26 November, finishing more than 13 points ahead of her nearest rival, Veronika Yametova. Sofia Muravyova placed third, underscoring a strong season for Valieva across competitive and promotional platforms.
Earlier in the year, Valieva responded to compliments from an American actor who praised her performance at the 2022 Olympics, demonstrating the far-reaching recognition she has earned in both sports and public life. This interaction underscored how her on-ice accomplishments resonate with audiences worldwide and amplify her presence in fashion campaigns and endorsements.