Magnus Carlsen returns as fashion model for denim company after FIDE forced to change dress code rule

World No. 1 chess player Magnus Carlsen is back as a fashion model for Dutch denim brand G-Star. The 34-year-old grandmaster returned as the face for its Fall 2025 campaign last week, continuing his 15-year-long collaboration, which started way back in 2010.

The new campaign is shot by Dutch photographer Paul Kooiker and it shows Carlsen in a denim jacket, a tailored blazer, a shirt, and updated versions of G-Star's previous jeans collection. The brand praised Carlsen for “pushing boundaries and redefining expectations.”

"Rules and routines have their place, but they're also made to be challenged. Whether in chess or in life, thinking differently opens new possibilities. That's what I value most about my collaboration with G-STAR," Carlsen said in a statement.

FIDE relaxes dress code rule

This comes at the same time as a big rule change in chess. FIDE, the world governing body, has finally relaxed its dress code after the infamous jeansgate incident involving Carlsen at the 2024 World Rapid & Blitz Championships in New York.

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Back then, Carlsen was fined for wearing jeans to the event venue and told to change his attire. However, the five-time world champion instead refused to play and walked out of the rapid leg of the event. The controversy forced FIDE to make changes to its rules.

Players will now be allowed to wear “appropriate jeans” in black, blue, or grey starting from the FIDE Grand Swiss and Women’s Grand Swiss events in September. FIDE said the change will give “more flexibility in the dress code, while also ensuring that the sport remains appealing to the audience and sponsors.”

Carlsen did return for the Blitz event of the same championship and even shared the title with Ian Nepomniachtchi. He later auctioned off the same pair of jeans for charity, raising more than Rs 31 lakh.