AMATEURS: Amicaliste’s collection for Hyères FC, with Villa Noailles
17 oct. 2026
From 15 October 2026 to 28 February 2027, Villa Noailles presents AMATEURS, a collection Amicaliste designed for Hyères Football Club. It includes one-of-a-kind scarves and jerseys, a T-shirt, patches and keyrings. It’s a wardrobe that links a local football ground to one of the most storied houses in French art, fashion and architecture.
Where it began: Marie-Laure de Noailles and Hyères FC
Hyères is a town on France’s Mediterranean coast, east of Toulon. Above it sits Villa Noailles, a modernist landmark designed by Robert Mallet-Stevens in the 1920s for Charles and Marie-Laure de Noailles. The couple were among the great patrons of the avant-garde, backing artists such as Man Ray and Luis Buñuel. Today the villa is an art centre and hosts the Hyères International Festival of Fashion, Photography and Accessories, which has launched new designers for 41 years.
The link between the villa and the town’s football club goes back a long way. Archive photographs show Marie-Laure de Noailles meeting the club, with art and football side by side and no ceremony. Those images were the starting point for AMATEURS.
What if you loved the shirt before the team?
Hyères FC has 850 members. It was looking for a new way to keep the club going, one that depended less on public funding and more on itself. Football shirts have become fashion objects again, so the club flipped the usual logic. Instead of bringing fans to the stadium first, it would bring them in through clothing. You can fall for a style, an object or a crest before you ever care about the team.
In a town known for fashion and design, the partner was obvious. Magalie Guérin, deputy director of Villa Noailles, introduced the club to Gaëlle Lang Halloo, co-founder of Amicaliste. Her proposal let three identities sit together naturally: the club’s, Amicaliste’s and the villa’s.
Amicaliste: the people who keep a club alive
In French football, the amicale is the club’s volunteer association: the people who run the snack bar, organise the away-day coach trips and wash the kits on Sunday night. Without them, there is no club. Amicaliste takes its name from that world.
Gaëlle Lang Halloo won the People’s Choice Award – City of Hyères at the 2024 Festival. Amicaliste builds a wardrobe out of football’s popular culture and treats it with the rigour of fashion.
The collection’s name works the same way. In English, “amateur” can sound like a put-down. In French, and in the Latin it comes from, an amateur is simply someone who loves.
A collection made of Hyères
AMATEURS takes its cues from Hyères itself: the climate, the warm tones of the South of France, the salt marshes and the club’s colours. The palm tree appears throughout, as the emblem of both the club and the town. The fabrics recall sun-faded colours and the worn look of football shirts after season upon season of wear.
The collection includes:
one-of-a-kind scarves and jerseys
the AMATEURS T-shirt
Villa Noailles patches and keyrings, available at the villa shop
A fan’s bedroom inside Villa Noailles
For the whole run, one of the villa’s bedrooms becomes a Hyères FC fan’s room, with bed linen and posters in the club’s colours. By hosting the project, Villa Noailles continues to support designers who came through its Festival, and keeps up its commitment to the town of Hyères.
From the stands to the villa: bringing two worlds together
As the project grew, something mattered more than sales. Villa Noailles and Stade Perruc, the club’s home ground, are only a short distance apart, yet their audiences rarely meet. AMATEURS connects them: festival-goers and match-goers, design and the dressing room.
This first collaboration is only the beginning. The club, the villa and Amicaliste plan to build on it with cultural and educational projects that keep bringing the two worlds together.
Visitor information
What: AMATEURS, Amicaliste × Hyères Football Club × Villa Noailles
Where: Villa Noailles, Hyères, France
When: 15 October 2026, the opening of the 41st Festival, to 28 February 2027
Where to buy: T-shirt, patches and keyrings at the Villa Noailles shop; scarves and jerseys are one-of-a-kind pieces
FAQ
Where can I see the AMATEURS collection?
At Villa Noailles in Hyères, France, from 15 October 2026 to 28 February 2027, in a bedroom turned into a Hyères FC fan’s room.
Can I buy pieces from the collection?
The AMATEURS T-shirt, patches and keyrings are on sale at the Villa Noailles shop. The scarves and jerseys are one-of-a-kind pieces.
Who designed the collection?
Amicaliste, the label co-founded by Gaëlle Lang Halloo, winner of the People’s Choice Award – City of Hyères at the 2024 Festival. It was made for Hyères FC in association with Villa Noailles.