BEYOND THE PITCH: WOMEN'S FOOTBALL IS CARVING ITS OWN PATH IN THE FASHION WORLD

By Megan Kapadia

The connection between football and fashion has become increasingly evident over the past few years, with PSG linking up with Jordan as their kit manufacturers, Dior signing Kylian Mbappe, and Balenciaga even attempting to create their own football boot. However, only recently has it developed in the realm of women’s football. The women’s game is establishing a distinct identity, and it’s fascinating to witness the evolution of these two cultures as they unfold together. Notably, women’s footballers are transcending the traditional boundaries of sports to become influential cultural icons. Their origins and personalities draw fans to the game, presenting a golden opportunity for brands to align themselves with these dynamic athletes. With fashion influencing football, and football influencing fashion, here are some of the top moments this year that marked pivotal mile stones in the intersection of women’s football and the world of fashion.

Leah Williamson x Gucci pave the way for high end fashion brands

First up, woman of the hour: Leah Williamson. This summer, after recognising her enduring presence in England, Gucci appointed her as a brand ambassador, their first women’s footballer. Following her front-row presence at the Gucci Cosmogonie Cruise alongside celebrities like Lana Del Ray and Elle Fanning, her appointment mirrors the trajectory of the brand, which recently signed football star Jack Grealish to a seven-figure deal in 2022.

Leah Williamson at the Gucci Cosmogonie Cruise 2023.

Beyond their on-field prowess, contemporary brand deals increasingly consider athletes' off-field roles. Leah’s influence continuously extends beyond the pitch, emerging as the face of women's football in England, after captaining the Lionesses to European success in 2022. She leverages her platform to advocate for the empowerment of women and girls, spearheading the campaign to let girls play football in schools, ushering in a new era in football. This perfectly aligns with Gucci’s “Chime for Change” programme, founded in 2013 by Salma Hayek and Beyonce, aiming to inspire a collective community to fight for gender equality.

The collaboration between Leah Williamson and Gucci is twofold. At face value, it allows Gucci to insert themselves into the footballing and women’s football worlds, capitalising on the growing connection between the football and fashion cultures. Transcending mere reach, this is a partnership rooted in shared values, as Gucci aligns with Leah’s principles as a young, progressive woman unafraid to be herself and advocate for others, embodying authenticity. My prediction is that by the end of next year, at least three top-end fashion brands will have followed suit and signed high-profile women’s players.

2. Calvins or Nothing Campaign sets the precedence for women’s football campaign imagery

Left to right: Alex Morgan, Chloe Kelly, Kenza Dali, Mana Iwabuchi and Mary Fowler.

Upon first glance, a Calvin Klein photo series featuring five stars of the women's game might be prone to misunderstanding, but when handled delicately, the outcome and impact of this campaign were so profound that it almost brought tears to my eyes. The photoshoot, which featured stars of the game Alex Morgan, Chloe Kelly, Kenza Dali, Mana Iwabuchi, and Mary Fowler, showcased essential Calvin Klein styles, including underwear, jeans, jackets, and tees. Captured by Brianna Capozzi, known for her work with the likes of Miley Cyrus, Olivia Rodrigo, and the Victoria's Secret Angels, the series portrayed each footballer in an intimate setting.

Lionnesses and Manchester City star Chloe Kelly for Calvin Klein All or Nothing campaign.

The Calvin Klein brand comes to life through the authentic expressions of each woman, unveiling raw emotions and distinct personas in every portrait, effectively distinguishing the athlete from the human, yet somehow still blending the two. The resulting moments are ineffably beautiful, creating a feeling of a privileged glimpse into something deeply personal.

Matildas and Manchester City star Mary Fowler for the Calvin Klein All or Nothing campaign.

A campaign like this is pivotal as it signifies a positive shift towards more thoughtful and inclusive photography of female athletes. It's overdue, but I'm eager to see other brands begin to navigate the balance between imagery and product advertising successfully, showcasing both the athlete and the woman in an empowering light.

3. AOF Button-Down-Under Shirt shows women’s football is here to stay

The Art of Football Button-Down-Under shirt.

I am honestly gutted I never got my hands on one of these. Art of Football (AOF), a creative community and trailblazer in modern fan culture, is renowned for its innovative and responsive designs capturing pivotal moments in football. One of their latest creations, an embroidered shirt commemorating the Women's World Cup 2023, stands out with a unique twist. Featuring 22 intricately embroidered iconic moments in real-time, it's their most dynamically responsive piece yet. From Asisat Oshoala's historic goal for Nigeria to Marta's farewell game for Brazil and Nouhaila Benzina's groundbreaking moment wearing a hijab at a World Cup, the shirt is a visual narrative of extraordinary achievements: ”a game changing tournament deserves a game-changing fit.”

Leah Williamson in the AOF Button-Down-Under shirt.

Beyond its cool factor, this initiative marks a significant milestone for women's football, documenting a snapshot of its history and immortalising it. Starting as a blank canvas at the tournament kickoff in July, the shirt goes beyond mere style; it beautifully captures the journey of Women's World Cup 2023, adding a timeless element. Reflecting the core values of both Art of Football (AOF) and women's football—inspirational, celebratory, inclusive, and unifying—the project's success is evident in its replication into a limited run of highly sought-after pieces, donned by notable figures like Jill Scott, Leah Williamson, and Debra Nelson, all selling out swiftly.

4. Adidas WWC23 Kits sets the standard for future women’s football kits

No list of pivotal fashion moments would be complete without talking about the amazing Adidas World Cup kits. Designed for the Argentina, Columbia, Germany, Japan, Spain and Sweden teams, each kit becomes a canvas, telling a story inspired by the natural landscapes of the respective federations. From Germany’s vast green woodlands to Sweden’s glistening glacial rivers, Colombia’s ever-changing colours of the Caño Cristales River to Japan’s sweet hues of the cherry blossoms the aesthetic variety sparked lively debate amongst my friends, but a definitive answer to which one was the best was never reached.

Left to right: Jamaica, Colombia, Germany, Japan, Spain, Argentina, Italy, Sweden.

Amidst the surge in kit culture and the rise of "bloke core," blurring the line between football-inspired fashion and fashion inspired kits, Adidas's groundbreaking collection for women's football stands out. It signifies a departure from the era of ill-fitting hand-me-down men's kits for professional women's teams, showcasing elite designs while incorporating performance-driven features and cutting-edge technologies tailored to the modern game.

What elevates these kits further is Adidas's commitment to environmental sustainability. Crafted from a yarn composed of 50% re-imagined plastic ocean waste and 50% recycled polyester, both the authentic and replica versions champion anti-global warming movements, setting a new standard for women's football apparel. This bold step not only positions the collection as a pioneer in addressing broader issues like global warming but also exemplifies a refreshing and empowering direction where products designed for women's football lead not only on the field but also in making meaningful contributions to urgent global challenges. Anticipating more groundbreaking strides in the future, these kits symbolise a transformative shift in women's football recognition and environmental responsibility.

5. Adidas x Stella McCartney x AWFC help to make women’s football its own game

Arsenal Womens team in the launch of their new away 23/24 away kit.

Perhaps my optimism as an Arsenal fan led me to believe I could patiently snag the AWFC away kit collaboration with Stella McCartney, only to be disappointed when it sold out almost instantly. Now, the coveted piece is making its rounds on resale platforms, with prices hovering around £250. Last year, the collaboration included a tracksuit and a warmup top, but only made a brief appearance in one game. However this year's release marks a significant evolution, presenting a complete kit exclusively tailored for the women's team, serving as their dedicated away kit. This marks a notable shift, emphasising a deliberate focus on the women's game and recognising its distinct identity within football, acknowledging its autonomy and individuality.

Arsenal Women’s FC away kit launch 23/24.

This collaboration signifies women's football increasingly blazing its own trail, mirroring initiatives like Manchester City renaming their training stadium as the women's team's home ground and Brighton Women's successful bid to construct a dedicated stadium. While drawing inspiration from the men's game has its merits, the increasing divergence suggests that women's football is carving its unique path. The AWFC away kit collaboration emerges as a symbol of growing independence, showcasing the distinctive trajectory women's football is forging.

These pivotal moments showcase the transformative synergy between football and fashion, underscoring the unique identity women’s football is crafting, extending into the fashion world too. These moments collectively emphasise that women's football is not just embracing trends but forging its distinct path, solidifying its cultural significance as a movement on the rise. The future growth of women’s football and culture is poised for brilliance, and I think we can look forward to seeing more stars of the game signing big deals, integration of the women’s team in kit launches, and some super cool kit designs coming up.