I’ll be honest – I am not a sports fan. Nor would I claim to be. But lately, it’s everywhere and in my daily orbit from the minute I wake up. Before 7am the TV is on for World Cup matches, and I’ve somehow found myself in the family football sweepstakes – living with a football-mad husband and football-mad children will do that to you. I’ve still got Spain in the mix, for what it’s worth. And somehow, despite myself, it’s hard not to get caught up in the fever.
This morning I found myself running from the kitchen to the lounge when my husband shouted that Spain was taking a penalty. I genuinely don’t know what came over me, or why this previously disinterested football person even cared. Maybe it’s the fact that football brings people together – I let the kids have breakfast in the lounge (and tried not to worry about the yellow egg yolks near the white sofa) and we all sat there together watching. Which is unusual for a mostly frantic Tuesday morning.
But aside from watching it, I’ve started to notice something else entirely. The outfits. The way football culture has started to bleed into fashion in a way that feels less like a trend and more like a takeover. Not even basketball is immune. A few weeks ago, during game 4 of the NBA Finals I watched how Taylor Swift and the Haim sisters wore those blue and orange tees – personalised with names like ‘Stevie Knicks’, ‘Knickelback’ and ‘Knickole Kidman’ in support of the New York Knicks – and I was completely taken. And then there was Jordyn Woods’s orange, faux ostrich leather clutch bag which became a talisman and a superstition of good luck through the tournament.
Here in New Zealand, I’ve watched how cool girls are styling football shirts – not just with the customary jeans as if they’re actually going to a game, but with dresses, skirts, thoughtfully curated outfits that have absolutely nothing to do with who’s playing.
And then of course, there’s the highlight that is Erling Haaland. A 6’5″ Norwegian striker who has become completely inescapable this World Cup – and not just because he’s scored seven goals. It’s the bags. His Hermès collection alone is thought to be worth around $317,000, and it includes pieces like a limited-edition Caban Togo Multipockets HAC Birkin 50, a version of which sold for $60,480 at Christie’s, and a HAC Birkin 50 “Endless Road” – a rare piece featuring a colourful mountain landscape via patchwork design. There’s also a Black Box Birkin 25 Sellier, two rare Louis Vuitton Keepall Bandoulières designed by Virgil Abloh, a Chanel 2024/25 Métiers d’Art suitcase and a Goyard Jouvence MM toiletry bag in Manchester City blue, naturally.
I mean. The list goes on. What makes Haaland’s collection interesting is not simply its value, but the reaction it provokes. We’ve stopped looking at diamond watches on footballers, but a man with a Birkin? Now that’s a news story. It’s moments like these that feels like exactly the kind of cultural shift this World Cup is delivering – both on and off the pitch.
Still not onboard for FIFA fever? Then try some of our styling tips or get inspired by these selection of pieces to mix and match yourself. No prior football knowledge required!
How to wear it:
The elevated jersey
Tuck a vintage or oversized football shirt into a high-waisted tailored trouser – think wide-leg wool or a sharp cigarette cut. Add a pointed flat or loafer.
The feminine edit
Wear a football jersey as a top with a satin midi skirt, heels, and long coat. It shouldn’t make sense, but it does.
The layered look
Layer a football jersey over a striped or patterned shirt – letting the collar pop out at the neck and the sleeves peek through at the cuff. It’s a quietly considered styling trick that elevates the jersey from fan gear to something that looks entirely intentional. Finish with straight-leg jeans (you can never go wrong with a pair of Levis 501s) and retro sneakers.
The accessory approach
Not ready to commit to the jersey itself? Football socks worn with loafers, a vintage scarf tied at the neck or through a bag handle, and it’s a small nod to who you’re supporting. Or simply pick the palette that works best with your existing wardrobe.
