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This is already the highest-scoring World Cup, off the field. Fashion is at the forefront of this event, rivalling the opening ceremony uniforms of the Olympic Games when it comes to style, detail and cultural clout.
And the trophies go to …
France: It’s in the bag
From the brand that gave the world miniature handbags that struggle to contain a lipstick case, France has emerged with a collection of casual pieces that bring a welcome dose of playful chic to sports attire.
Luxury label Jacquemus and sportswear giant Nike collaborated on vintage navy tracksuits, striped shirts and sweaters and shorts long enough to hold their own on a basketball court, and rival the team’s collection of luxury handbags.
The range is inspired by an old navy Nike tracksuit from Jacquemus creative director Simon Porte Jacquemus’ childhood. “From this memory emerges a wardrobe that revisits the nostalgia of 1990s football culture through clean lines, pure proportions and an unmistakably French elegance,” says a press statement from the house.
They co-ordinate perfectly with the Louis Vuitton monogrammed duffel bag sported by defender Jules Koundé, forward Ousmane Dembélé’s Hermès Haut à Courroies and Marcus Thuram’s bold green Chanel bag that could make Harry Styles or Jacob Elordi jealous.
Australia: Stepping up
Most of our international sporting attire is reminiscent of school uniforms belonging to prefects with athletic scholarships, but the Socceroos are looking all grown up at the World Cup.
The team added swagger to superfine merino wool Churchill suits from MJ Bale, accessorised with Beats headphones and designer toiletry bags as they entered their opening match against Turkey.
The Goyard and Burberry check bags might not match the French and Congolese teams’ totes for impact but in the game of style, size doesn’t always matter.
On other occasions, admirably big LV duffel bags have appeared alongside Nike backpacks at team appearances. It’s baby steps but the Socceroos are heading in the right direction.
Spain: Work wear
Another example of leading labels transforming soccer’s lad-dressing reputation is the 180-year-old luxury brand Loewe signing a four-year deal to dress Spain’s World Cup teams.
Trim tailored sports jackets worn with wide-leg trousers and bright blue polo shirts flatter athletic frames, with the brand’s distinctive logo embroidered discreetly inside the sleeves.
“Collaborating with a national football team is never just about clothes; it is about identity, carried collectively,” the house said in a statement.
Creative directors Jack McCollough and Lazaro Hernandez, who replaced Jonathan Anderson when he took off for Dior, have also provided the team with casual pieces such as carpenter pants and ruched loafers.
Croatia: A touch of Kate and Meghan
The Croatian team may have gone down 4-2 against England but they can hold their heads high knowing that their off-field clothing from Mackage is in a different league to their opponents’ sartorially safe Marks & Spencer suits.
Canadian brand Mackage provided the Croatians with a fresh take on red, white and blue dressing, incorporating on-trend pinstripes, checkerboard details and modular bibs and hoods. The Canadian connection was assisted by Mackage chief executive Tanya Golesic’s Croatian roots.
Mackage has experienced international attention in the past with Catherine, Princess of Wales, and Meghan, Duchess of Sussex, wearing their streamlined coats. Now they’re bracing for the World Cup effect, with pieces such as the brushed knit hoodie available for $US490 ($700).
Democratic Republic of Congo: Marvel moment
Give the Congolese team the fashion trophy now. The sharp black suits, with leopard print details, leopard brooches and giant animal print bags by 30-year-old designer Alvin Mak seized the world’s attention before a single goal was scored.
The discipline of the uniform’s details and the prominent cultural references were worthy of a Marvel movie. Self-taught designer Alvin Junior Mak had already landed on the sports fashion radar with his leopard print jackets for the Africa Cup of Nations, but now his reputation has gone global.
As for those capacious bags: “It’s a symbol of our ambition for this World Cup,” Mak told GQ. “The national team isn’t here just to participate; it’s here to go all the way. That was the message.”
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