Football and fashion have quickly become synonymous with one another, with some of the world’s best athletes swapping the pitch for the runway to embrace a new-found element of the sport’s culture.
Vintage looks, thought-provoking kits and celebrity influence – fashion has weaved its way into the world of football, presenting players with a choice to embrace the expanding opportunities that it brings or remain focused to a life solely on the pitch.
Arsenal star Declan Rice became the latest athlete to emerge on the catwalk this week, grabbing the chance to widen his stardom and stride out at the Emirates stadium.
The midfielder is no stranger to an well-planned outfit. He donned an intricate Prada suit at the Professional Footballers Association Awards and has continued to turn heads with his traditionalist, quietly assured wardrobe moves.
His debut at this year’s London Fashion Week saw the England international style out a navy suit laced with a lengthy white fabric inside the home of his very own football club.
The collection, designed by the same creator that brought Arsenal’s away kit to life, tells the story of an immigrant’s journey, handcrafted by Labrum’s founder and creative director Foday Dumbuya.
Arsenal’s commitment to its players of African heritage and the community of fans that support their adventures on the pitch shows their willingness to unite fans across the globe – unveiling a first-of-its-kind runway show pitchside at the stadium.
For Rice, the opportunity to show off Labrum’s latest pieces was impossible to turn down. Speaking after the show, he admitted that a life on the runway could be where he turns to after he retires from the game.
“It might be a career after football now, I don’t know,” he said via Sky Sports. “But I enjoy these type of things. I love fashion and to be asked to be involved in this is really special, so you know it was something I couldn’t turn down. I’m really, really happy.”
Rice could join a line of exceptional athletes who traded the dressing room for the studio. Former Manchester United and England star David Beckham is probably most attributed to launching the football-model movement.
Beckham – the first footballer to model at London Fashion Week back in 2015 – pioneered a new generation of players, expanding his reach beyond the game and into the homes of families across the country.
His influence was, and still is, ground-breaking, paving the way for athletes to garner attention off the pitch and engage in true celebrity culture. Since Beckham’s rise to stardom, footballers have regularly penned deals with clothing, jewellery and fragrance brands, using their power on the pitch to become the face of global marketing campaigns.
And this ideology does make sense, both for brands hoping to sell and players looking to increase their fame. After all, we’re all talking about Rice’s debut on the runway.
It’s not just players who have bought into this notion either. Football clubs around the world have not missed a beat when it comes to apparel, launching casual collections alongside new kits every season.
Take Jude Bellingham for example. Real Madrid star, England international and now YouTube sensation. The ability to capitalise on the 21-year-old’s influence is endless, leading Madrid to unveil a collection centred around the midfielder alongside adidas this season.
While the announcement of the La Liga champions home, away and third kits generated interest, the reveal of clothing based around one of the most well-known players on the planet is genius. It helps that Bellingham, too, is no stranger to fashion, attending various events and sporting stunning designs.
Brands have popped up everywhere in a bid to recreate this magic too. Handcrafted clothing, online sales and in-person shops. If you’re a football fan, there are endless products you can get your hands on, designed with your idols in mind.
Fans may no longer race to spend their hard-earned cash on their club’s official shirts, but instead could opt for a trendy sweatshirt or a tailor-made top that allows them to support their club while also paying attention to their style choices.
Bukayo Saka, Martin Odegaard, Marc Guehi, Dominic Calvert-Lewin – the list goes on. Players have grabbed the football fashion world with both hands, leaving fans to catch up to the ever-changing landscape.
