At Ma!, we like to remind people that Italian culture is never limited to what’s on your plate. It’s also experienced in a gesture, an expression, or a wink across the Alps, accompanied by a smile. That’s exactly the spirit behind the brand’s latest fashion collaboration: the “Vaffanculo” T-shirt, designed with artist Mimaa and available in a limited edition at the Ma! Boutique.
It all started with a slightly tongue-in-cheek observation: when Italy isn’t in the game on the field, you might as well look your best on the terraces. Rather than sulking over a sports disappointment, Ma! chose to laugh it off, in that very Italian way of turning a setback into an opportunity to party anyway. From this idea came the “Vaffanculo” jersey, designed for “football fans in mourning” as well as “fashionistas with no interest in sports”—a piece that never takes itself entirely seriously, but is crafted with true designer dedication.
This unapologetic, slightly rebellious sense of humor echoes the restaurant’s entire philosophy: that of a chic Italian eatery that likes to play with conventions rather than follow them to the letter, striking a balance between traditional heritage and contemporary elegance, as we explained in our article on the Ma! concept.
Mimaa is a French artist of Spanish and Sicilian descent who rose to prominence in 2020 with the song “Gypsy.” Her sunny and energetic musical style blends pop, trap, flamenco, and Latin influences—a mix that, in its own way, is reminiscent of how Ma! blends Italian and Parisian inspirations in her dishes. Driven by crowd-pleasing tracks like “Fille du Sud,” “Cagole,” and “La Fiesta,” Mimaa embodies a vibrant, down-to-earth energy that fits perfectly with the restaurant’s DNA: accessible, warm, and never stuffy.
This dual identity—Spanish and Sicilian—further anchors the collaboration in the idea of a shared, festive, and uninhibited Mediterranean South, a theme that echoes the “affordable luxury” so dear to Ma!.
In terms of design, the jersey embraces the classic elements of a retro soccer jersey: an ultra-trendy cut—best worn slightly oversized—a bold deep blue color, and white trim on the sleeves. But the detail that really sets it apart is right in the center: an exclusive “Vaffanculo” patch, embroidered with the same precision as a club crest, but replacing the usual sports logo with a much more Italian—and much more playful—expression.
A few things to keep in mind about this piece:
Designed with a slightly oversized fit, the Vaffanculo T-shirt lends itself to a variety of styles depending on your mood. Worn on its own with raw denim jeans, it clearly channels the retro streetwear aesthetic that has made a major comeback in recent seasons. Paired with a skirt or shorts, it takes on a more relaxed, almost carefree vibe—perfect for a terrace at the end of the day. It’s one of the few jerseys that feels almost more at home over a spritz than on a soccer field. It’s precisely this dual nature—as both a bold fashion statement and a playful nod to sports—that makes this piece so unique.
At a time when soccer jerseys—even those from the biggest clubs—sometimes cost a fortune, Ma! has made a conscious choice: to stay true to its values of quality, sharing, and affordability. The Vaffanculo x Mimaa jersey is thus offered at the same price as a meal for two at Ma!, yet it is a designer piece, conceived as a fashion item in its own right rather than a mere merchandise item. It’s a way of proving, once again, that luxury isn’t always measured by the price tag.
Ma! has always seen itself as much more than just a restaurant: it’s a place where you can enjoy a complete Italian experience, from cuisine and aperitivo to live music and, now, fashion. This collaboration with Mimaa is part of that commitment to bringing Italy to life in all its forms, even beyond the plate. This same design philosophy is evident throughout the rest of the Ma! Boutique: the official magnet, the silk scarf featuring Italian motifs, and the Limoncello-scented candle—all items designed to extend the experience enjoyed in the dining room.
What sets the Vaffanculo jersey apart from a mere merchandise item is precisely the story behind it: a sporting disappointment turned into a joke, an artist with a Mediterranean background, and an embroidered patch that brings a smile to your face as much as it surprises you. At Ma!, we love that every item sold in the store carries with it a little piece of Italian history—down-to-earth and unpretentious—the same philosophy that guides the restaurant’s menu, where every dish evokes a tradition, a region, or a family memory.
With only 200 pieces available and no restock planned, the Vaffanculo x Mimaa T-shirt is shaping up to be one of the most sought-after items of the summer at Ma!. Whether you’re a regular customer at Boulevard des Italiens or simply curious about this unexpected collaboration between fashion and cuisine, you’d better not wait too long to get your hands on one.
How much does the Vaffanculo x Mimaa T-shirt cost?
It is priced at €29.90, in line with Ma!’s “bargain-basement pricing” philosophy.
Will the jersey be available again after it sells out?
No, this is a one-time print run of 200 copies, with no plans to restock.
Who initiated this collaboration?
The T-shirt is the result of a collaboration between Ma!, a chic Italian restaurant in the 9th arrondissement, and the artist Mimaa, who rose to fame with the song “Gypsy” in 2020.
