Having exploded onto the world stage during Euro 2024, helping secure a Spanish victory and breaking umpteen records in the process (youngest player to score in the Euros, youngest player to feature in a Euro final, youngest player to win a major international trophy… the list goes on), Lamine Yamal is taking to his key role in Barcelona’s first team like a duck to water — 11 goal contributions in the 11 opening LaLiga games? These are unprecedented numbers for a player fresh out of school and thrown into one of the world's toughest football leagues.
Playing with composure and an air of nonchalance normally honed through years of competing at the highest level, the braces-wearing 17-year-old is no longer just a fledgling player to have on your radar: he’s rapidly becoming the full package, an out-and-out sporting superstar. And as his profile continues on its upward trajectory, Yamal will inevitably prove his style beyond the football pitch — a byproduct of football and fashion’s increasing commingling.
The building blocks of Yamal’s fashionable image are already constructed (magazine covers and TikTok shopping videos in tow), prepared for the footballer to make a splash. Introducing, Yamal’s partnership with buzzy Spanish jewelry label TwoJeys.
You might have noticed blue and red jewels glistening in Yamal’s mouth as he became the youngest player to score in El Clásico this past weekend. Well, they are Barcelona-themed decorations for the wunderkind's signature braces created by TwoJeys and the brand’s founders, Biel Juste and Joan Margarit, who solidified their relationship with Yamal by shooting a campaign with the rising star.
Ahead of Yamal and TwoJeys' photoshoot, we spoke to the record-smashing footballer and TwoJeys' founders — two content creators turned new-generation jewelry aficionados.
How do you feel at this moment in your career, and what are you most looking forward to?
I feel really good and eager to achieve important things with Barca and the National Team. I’m aware that I’m very young, just starting out, and that I have many things to improve and keep learning.
I try to focus on the competitions I’m playing right now, which are the league and the Champions League, though of course, playing in a World Cup is a dream for me.
Who are your influences in football and in fashion/style?
Messi is obviously the greatest of all time and someone I always enjoy watching, but my idol when I was younger was Neymar because of his way of playing and his style. I’ve watched all his videos, and he inspired me to try new things on the pitch.
As for fashion, I like it, and I pay attention to it, but I try to create my own style. I like wearing a bit of everything and mixing things up.
Tell us about your connection with Barça. What’s your connection to jewelry and TwoJeys?
Well, I think it’s about creating my own style. I like the details and unique designs in jewelry. I try to make sure all the accessories I wear have an important meaning to me.
As for TwoJeys, I like that they’re bold and create new things, and I get along really well with Biel and Joan.
Speed questions:
Messi or Ronaldo? Messi
Bad Bunny or El Morad? El Morad
Silver or Gold? Gold
Better vacation spot: Greece or Spain? Greece
Spanish food or Moroccan food? Both Spanish and Moroccan
Here's what TwoJeys' founders had to add:
How did you two meet, and what was the inspiration behind the brand?
We met 10 years ago, both working in social media. It reached a point where we didn’t want to just “sell” ourselves, so we put all our ideas and learnings into one place, always aiming to create something different, relevant, and, ultimately, big. We drew inspiration from iconic elements of pop culture, blending these influences to build the world we call TwoJeys. You’ll see many references to Western culture, motorsports, music, street culture, and art — all mixed in a way that represents this “contemporary cowboy” image we’ve envisioned from day one.
What does creative collaboration mean to both of you?
The opportunity to work with different brands, talents, and creatives allows us to explore deeper layers of our own creativity. As creatives, we know who we are, but we don’t set limits on exploring new ideas or ways of working. We continue building under the same codes and language we’ve been developing over time.
How did you come up with your unique marketing approach?
One rule for us is: we have to do things our own way, just differently. As a men’s jewelry brand, we approach each product as a piece of jewelry. This time, our good friend — a dentist (Autran Dental) — joked about making “laminate brackets,” and we took it seriously, working to make it happen in time.
Why did you decide to work with Yamal on this project?
We saw this as a unique opportunity for both sides to create something that could become part of history. Just as Ronaldo’s haircut, Davis’ glasses, and Neymar’s hairstyle are iconic and unforgettable, we wanted to create a memorable moment that transcends sports. Lamine is a magician on the field, and we connected with his style and spirit. As a rising star, he was the perfect match for this project.
What are your thoughts on the intersection of sports and fashion, and how have these two disciplines influenced your work?
We see how fashion is crossing into various industries, and we try to project our brand and culture through a lens similar to music. Building strong roots with our core community allows our message to resonate worldwide. You can see how La Liga is evolving in ways similar to the NBA, where players are elevating their personal styles off the field. We feel a strong connection with this movement and the players involved.
