Nobody is as perfect as Roberto Baggio in a C.P. Company outfit The Divine Goggle

Some images belong to a particular era, while others continue to shape an entire visual language long after. The images of Roberto Baggio wearing C.P. Company belong to both. For its Fall/Winter 2026 campaign, the Bologna-based brand has chosen the Divin Codino as its protagonist, bringing him back into the space that perhaps more than any other tells its story: its archive. It is not simply an exercise in nostalgia, but a meeting of two stories bound together by Bologna and a strong sense of identity. On one side, a brand founded in the city in 1971; on the other, one of Italy’s most iconic footballers, who found a new chapter in his career in Bologna.

In 1997, Baggio joined Bologna. After his years at Juventus, his spell at AC Milan and a period in which his career seemed to have lost some of the prominence it once enjoyed, Bologna became a fresh start. The goal was clear: to get back to his best and earn a place in the Italy squad for the 1998 World Cup in France. The season became something of a personal mission. Baggio scored goals, rediscovered his rhythm and put himself back at the centre of the conversation at a time when he had suddenly seemed out of step with the times. He also did so through a gesture that would become part of his iconography: at the start of the season, he shaved his head completely.

For a player recognised around the world for his ponytail, the decision was a radical one. The new look stripped away one of the features most closely associated with his image, revealing a different, almost more stripped-back Baggio. The photographs from that season are among the few in which the footballer appears without his trademark ponytail. A visual detail that came to embody a defining moment in his career.

That is also why Baggio’s return to Bologna, inside the C.P. Company archive, feels like more than a simple celebration of a sporting icon. An archive is not merely a place where the past is preserved, but a space where images, clothes and people can take on new meanings over time. The Goggles, the brand’s archive pieces and Baggio himself create a dialogue between different forms of Italian memory. From Bologna to Bologna, almost thirty years later.