The Women's World Cup: Football Crazy, Fashion Mad!

The 2023 FIFA Women’s World Cup scored some serious style points

Football fever and ‘blokecore’ style have officially kicked into the fashion mainstream. Graphic of football-inspired fashion featuring Kim Kardashian. Image: Getty Images

Jointly hosted by Australia and New Zealand, this season's Women's World Cup was a record-breaking tournament on and off the pitch. Attendance, viewing figures, reach - in almost every category, it was the biggest FIFA Women's World Cup ever. 

But while Spain are still celebrating their triumph in the final against England, this season's WWC marked a significant step in women's football. Fashion's got football fever. Women's football and fashion have finally collided in a way that's existed in the men's game for generations, and it's about time.

This year, the thrilling tournament captured the hearts of many, bringing together some of the best players and teams around the world for a high-energy showdown that put the spirit of the sport on full display. To celebrate the WWC, dozens of major fashion brands and retailers commemorated the occasion. They tapped into the excitement surrounding the event via an array of exclusive products, limited-edition collections, and even a few unexpected collaborations.

New Zealand female football players modelling the team’s home and away 2023/24 national kit. Image: Credit: Nike

The Women’s World Cup: Best kits of the tournament

As always in football, the real competition is for the coolest kit. But at the 2023 Women's World Cup, who topped the table?

Ranked as one of the best kits of the decade, the Nigerian Men's 18/19 football shirt quickly gained global acclaim for its bold, fashionable aesthetic. Inspired by the Super Eagles' classic 1994 design, recognised as the team's most successful era, the home shirt struck a fusion of culture, style and sport. So, it was no surprise all eyes were on the national women's team for the latest kit. The Nigerian women's 2023/24 away kit did not disappoint. It was considered one of the best kits of the tournament with its unique colourway and striking pattern.

World Cup co-hosts, New Zealand, had the tournament's sleekest shirt with their monochromatic design. The national team's kit drew inspiration from the silver fern, resulting in a cool, subtle, yet statement-making offering.

Despite exiting the tournament earlier than expected, USA Women were considered major players at the tournament, and their shirts echoed just that: screaming power and confidence. Fusing the white with an eclectic paint splatter design, the best feature of this shirt is the gold detail that brings the Nike logo and the four stars that line the badge to life. 

Jamaican female football players wearing the latest national kit in partnership with Adidas and fashion designer Wales Bonner. Image: British GQ

But after making history by sailing through to the knock-out stages for the first time, it was Jamaica who scored the most points for their fashionable football kit. The Jamaican Football Federation partnered with Adidas and English fashion designer Wales Bonner, who collaborated on a four-piece collection. The result? Football fashion at its finest. 

American female football player Alex Morgan on a billboard for the Calvin Klein campaign “Calvins or Nothing”. Image: Alamy

Female football players are the latest cultural connectors

In realising the influence of women in sport, we have seen female football players, including Alessia Russo and Ella Toone, on the cover of Elle UK and former England captain Leah Williamson on the cover of GQ. 

Alongside fashion magazines, brands have also shifted to place players at the forefront of their campaigns with Alex Morgan, Chloe Kelly, Kenza Dali, Mana Iwabuchi and Mary Fowler starring in Calvin Klein’s latest campaign, ‘Calvins or Nothing’, shot by New York-based photographer and creative director, Brianna Capozzi. These individuals have become a sign of the times – they’re now acting as cultural connectors, just as players have done in the men’s games since its popularisation in the 20th century.

Two fashionable women strutting through Islington, North London, wearing the Arsenal 2023/24 third kit for their promotional film. Image: Arsenal

Arsenal fashionably reimagines a cult classic

With football firmly on the fashion radar, Premier League side Arsenal launched an impeccably styled campaign for their 2023/24 third kit. Delving into the archives with a 1980s retro-inspired design, Arsenal and Adidas marked the launch of their latest kit with a highly stylised video offering a chic tour around North London’s Islington, stopping off at an iconic kebab shop near the Emirates stadium. With vintage-inspired visuals, the promotional film gave a fashionable nod to footballing fans and fashion fanatics and featured Arsenal Women’s starlet Leah Williamson.

Leah Williamson modelling Arsenal 2023/24 third kit for their promotional film. Image: Arsenal

Football shirts: a street-style stalwart

Following Spain’s success, red has undoubtedly become the colour of the tournament. From bold prints to retro-inspired designs, football shirts have become a coveted item and street style stalwart around the world. But you don't have to be a football fanatic to enjoy the sporty style—take notes from athleisure Queen Hailey Bieber. Known for her penchant for cool and casual sportswear and often excelling at the street style game in Princess Diana-approved outfits, Justin Bieber's wife gave her signature style a makeover for the football festivities. Dressed head-to-toe in red, Hailey (below) showed us how to wear a vintage sports shirt with heels, and we're utterly obsessed. 

Hailey Bieber wearing a red football-inspired jersey and heels. Image:@haileybieber Instagram

Let the Women’s World Cup inspire your summer style

To keep you looking as cool as Kim K, why not match your favourite jersey with baggy denim or show your team’s colours through a stylish accessory? Channel an off-duty look with women’s sweat shorts and a cropped top, or team your cycling shorts with sneakers and an oversized tee.

(L-R) Kim Kardashian is pictured with her children wearing the black Paris Saint-Germain 2001/02 football shirt. Italian football club AS Roma also saw sales for their football shirts soar after Kim Kardashian was pictured wearing the club’s 1997/98 design. Image: @kimkardashian Instagram & Image: Getty / Bellocqimages/Bauer-Griffin

Whilst football culture has long been associated with men and masculinity, the 2023 FIFA Women's World Cup has created a sudden surge in appetite for female football-inspired fashion. The now gender-neutral, 'blokecore' trend has also taken over Tiktok, scoring nearly 100 million views. With Kim Kardashian and Hailey Bieber both rocking retro designs—football shirts have never been more fashionable! To discover stylish sportswear and women's athleisure at Gen Woo, browse the Utility Sports collection

To be part of our story, sign up for our newsletter now to access exclusive deals and more. And remember: you don’t have to rock a full football kit to try your hand at the trend!


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L.M Montgomery