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Bloomingdale’s and the CFDA have commissioned 48 couture helmets from the likes of Alice + Olivia, Donna Karan, Rag & Bone, and Marchesa.

"There are some fashionistas who really like football," says Natara Holloway, VP of consumer products at the NFL. "We want to be inclusive of all fans." More broadly, the helmets are part of an effort to give the NFL a softer touch. "We want to give people a new way of looking at football," Holloway says. "To surprise, and delight."

More: Top designers reimagine the football helmet

VW was the winner of last year’s Super Bowl ad stakes with its adorable yet not sickening “The Force.” And it appears the brand has plans to revisit a Star Wars theme for game day 2012, though with a different species of spot.

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