Who Are The Most Fashionable Club In Europe?

Como have impressed the footballing world this season, by comfortably securing a second season in the Serie A, with wins over Roma, Napoli and Fiorentina highlighting their incredible season. But it is not only on the pitch where they have caught the eye, as all of a sudden they have become the most fashionable club in Europe.

Location

For a club to become popular with the celebrities, it needs to be located in a place that would attract holiday makers, but still be isolated enough that A-listers wouldn’t be mobbed. Como in the perfect place. The province is situated on the Italian border with Switzerland to the north, on the edge of Lake Como. The area has always been a popular spot for celebrities and the likes of George Clooney, Madonna and Sylvester Stallone all own properties in the area.

Lake Como, Italy pic.twitter.com/8UPwVC6HCY

— WORLD 2025 🌊 (@W0rld2025) April 20, 2025

Clooney was one of the first celebrities to frequent the area, and soon it became fashionable to visit the lake. At that time the club was in the middle of a 21 year absence from the Italian top flight, and so attending football matches wasn’t all that popular. The stadium itself is located on the lakefront, adding to the scenic nature of the club and the area. I can just imagine how serene it must be to attend an evening kickoff at the Stadio Sinigaglia, especially in the late or early season. The mayor of Como described the stadium as ‘not just a venue; it’s a piece of art’.

The A-Listers

Over the last few years, countless stars have watched Como play. Benedict Cumberbatch, Hugh Grant and Keira Knightly just to name a few have visited the stadium on a match day in the last year, with the latter even managing to catch Como’s victory over Roma back in December. While the celebrities going to the matches might not be die hard football fans (although he all know that Hugh Grant definitely is), they are still attending.

Keira Knightley, Michael Fassbender and Adrien Brody enjoying today’s match! 🎬 pic.twitter.com/LvZljBLKJZ

— Como1907 (@Como_1907) December 15, 2024

Why? Well because the club has a certain allure, especially to Hollywood actors, as they have the underdog mentality, and who doesn’t like a good underdog story? The club itself has said that it aims to bring entertainment to the fans highlighting the fan experience as a priority for future success. The club has gone bankrupt and had to be reformed twice since the turn of the century, so financial security is very important for the side.

The Club’s Ownership

In 2019, the club was acquired by Indonesian brothers, Robert and Michael Hartono and they have accelerated the club’s transformation in the six years since. These brothers, with near infinite wealth behind them, have masterminded the progression of the club not just on the pitch but off it too. Former Chelsea player Dennis Wise became an advisor at the club in 2019, but was appointed to the position of CEO in 2021. The legendary midfielder had previously held a more junior position at Newcastle in the 2000s, but was rather unsuccessful.

Just like the area has the ability to attract celebrities, Como 1907 has been able to attract footballing celebrities to join the club, either as manager or as a player. First there was Giacomo Gattuso, not to be confused with Gennaro Gattuso, the former AC Milan midfielder. Giacomo Gattuso wasn’t particularly well known outside of Italy, however he was a long serving player at Como as well as lining up for SPAL and Salernitana in Serie B.

🔵🇪🇸 Cesc Fabregas has signed in as new Como manager. It’s gonna be his first experience as 1st team coach.

Club statement confirms Cesc as new head coach. pic.twitter.com/Yb7F5V85ek

— Fabrizio Romano (@FabrizioRomano) November 13, 2023

In 2022, Cesc Fabregas and Thierry Henry became minority shareholders in the club and just a year later, Fabregas became interim head coach. He was forced to step down to be assistant coach while he was working towards his UEFA Pro Licence, but this season, their first in the top flight in 21 years, he has once again taken the reins.

Attracting Players

It hasn’t been particularly difficult for Como to attract high quality players to the club in recent years. The location is certainly a factor, but the club itself is an attractive prospect to players hoping to develop their careers. With their promotion to the Serie A last summer, they became the wealthiest club in the division, and that has allowed them to spend a bit more freely than other clubs, especially on wages.

Legends of the game such as Pepe Reina and Sergi Roberto have joined the club recently, and despite not getting regular game time, having them in and amongst the squad has certainly been beneficial, especially for younger players. Raphael Varane was also supposed to be a big signing for them this summer, however he sustained a knee injury in his first match at the club and has since retired from football.

BREAKING: Raphael Varane announces retirement from football 🚨 pic.twitter.com/ZpX4TbPNvF

— Sky Sports News (@SkySportsNews) September 25, 2024

But it is not just experienced players that Como have managed to attract. Maxence Caqueret, Alex Valle and Nico Paz have all joined this season. Caqueret joined in January having fallen out of favour at Lyon, where he had played nearly 200 games. He has been linked with some big Premier League clubs in the past, so for Como to secure his signature was a massive coup. Valle joined on loan from Barcelona in January, but Paz has been by far the club’s best player this season. The midfielder is not only their best creative outlet, but he has also scored six times from the number 10 position. He was highly rated at Real Madrid but could never break into the first team, so this change of scenery has done him the world of good.

Are Como The Real Deal?

In terms of a fashionable club, yes, Como are the real deal. They have been handed the perfect location to attract both celebrity fans and players, but now have the financial backing to make that a reality on the pitch. With the current trajectory of the club, it looks as if it will only be a matter of time before the club plays in Europe and potentially challenges for some silverware in Italy.