Women's World Cup football kits achieving runway success

The Women’s World Cup in Australia and New Zealand is anticipated to showcase an array of style and finesse, with organizers expecting hundreds of millions of viewers to tune in for the tournament.

With England’s Lionesses triumph at the Euros last year, a significant portion of viewers is expected to be from the UK when the competition begins on July 20. However, as football kits gain prominence in the fashion world, the players’ shirts are likely to become a major talking point, rivaling even Megan Rapinoe’s retirement at the end of the tournament.

Daniel-Yaw Miller, the senior editorial associate at Business of Fashion online magazine, noted that greater effort is being invested in women’s kits.

Daniel-Yaw Miller, the senior editorial associate at Business of Fashion online magazine, highlighted the past situation where professional women’s teams had to make do with oversized and ill-fitting kits meant for men’s teams. However, he noted that the increasing viewership has brought greater attention to the sport, leading commercial partners, including kit manufacturers, to raise their standards in response.

The Jamaica kit, designed by Grace Wales Bonner in partnership with Adidas, has created significant buzz in fashion circles. The British-Jamaican menswear designer’s January fashion show in Paris featured models sporting the football shirts adorned with diamante details and crochet pieces, further fueling the excitement.

The Japan away kit, featuring tie-dye pastel patterns, is also experiencing a surge in popularity. It was sold out on the Adidas website in the weeks leading up to the tournament.

Some specific aspects of the kits have also undergone changes – England, for instance, switched their shorts from white to blue, ensuring that players on their period do not have to worry about leakage.

While football shirts traditionally have a predominantly male fanbase, certain vintage kits have gained cult status and remain popular to this day. Examples include England’s 1990 third kit, Arsenal’s “bruised banana” kit from 1991, and Manchester City’s Kappa kit from 1997.

However, the current fascination with kits extends beyond merely supporting teams. Shirts have transformed into a fashion statement, attracting individuals who may not have an obvious interest in the beautiful game.



Source : theguardian.com

By Ryan

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