Unexpected Fashion Icon: The Multifaceted Celebrity
Surprisingly, this celebrity has been showing off more skills than we initially thought, not only mesmerizing us with hidden talents but also with a keen sense of fashion style.
A Forgotten Star Reemerges with Style
We had almost forgotten about him. Yet, four decades ago, this celebrity was a staple on every screen, celebrated for his extraordinary physical abilities. Famous for his jaw-dropping splits (notably the one performed between two trucks in 2013), his headline-making antics, and his memorable zingers that have stood the test of time, his fashion sense wasn’t something he was known for. However, in 2025, he plunged headfirst into the fashion industry, partnering with the iconic French brand Celio. For over a year now, the martial arts icon has been praising the branded pieces by this renowned men’s clothing label. Since February 4th, promotional posters have showcased him wearing Celio staples like classic trousers and jeans. Indeed, this is none other than Jean-Claude Van Damme.
Under his influence, the advertising campaigns have broken free from traditional fashion norms to transform into authentic action movie posters, complete with apocalyptic fiery skies or the dark urban nightscapes reminiscent of silent crime-fighting scenes in hero movies.
Since last year, the 65-year-old actor has been collaborating with the French label established in 1978. Clearly, the primary goal of this partnership is visibility; the brand is well aware that teaming up with a famous figure like Van Damme will generate buzz and spark conversations.
More Than Just a Marketing Stunt
However, this fashion partnership is not solely about marketing; it also brings attention back to every brand’s battle: product quality. Joining forces with JCVD allows Celio to showcase the durability and comfort of their products in all life’s moments—even during intense splits that challenge the integrity of lesser garments (as seen in the 2025 campaign where Jean-Claude Van Damme performs daring stunts and kung-fu poses in Celio pants). The brand even offers ultra-durable pieces specifically designed with the former bodybuilder, such as the “24H trousers” and “Jean-Claude – the world’s toughest jeans.”
Beyond the advertisements, the online shop features a section dedicated to clothing “tested and approved by JCVD.” This marketing genius extends into the user experience, where the metaphor with cinema continues. The search button is labeled “Cinecelio,” and product descriptions transform into synopses of blockbuster films, using the vocabulary typical of adventure films.
This is not JCVD’s first foray into the exclusive world of fashion; back in 1984, he participated in the “L’homme-objet” campaign by designer Jean Paul Gaultier. It seems his journey in fashion has now come full circle.
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Olivia Martinez is the Fashion Editor at Lady and The Track, bringing over seven years of experience in the fashion industry. With a background in fashion design and styling, Olivia has worked with top fashion brands and magazines. Her keen eye for trends and styling tips helps readers stay ahead of the fashion curve. Whether she’s covering runway shows or street style, Olivia ensures that Lady and The Track readers are always in the know when it comes to the latest in fashion.