The liason between sport and fashion is nothing new. But with the latest Gucci Masters show jumping event in Paris fashion has entered the sporting arenas.  While venue itself was designed in Gucci’s red and green colours including a red and green Gucci store with gilded stir ups hanging from the ceiling, the world’s best riders competed for the honours and more than 600,000 euros worth of prize money. Apart from changing the face of show jumping the event, which was founded by Nelson Pessoa and Christophe Ameeuw, introduced two new concepts: Gucci by Gucci Challenge where ten women challenged ten men (and Rolf-Göran Bengtsson narrowly beat Pénélope Leprevost) and Caroline Casiraghi’s Style & Competition where ten couples – a professional and an amateur – competed to impress a jury. “Each week we do the thing and the venues look the same. So it is positive when someone like Gucci comes in and does something different which can open new doors for the sport,” said Marco Kutscher, winner of the Gucci Grand Prix on the final day of the event.