Having been limited to the pitch, footballers now make regular appearances in the front row of Fashion Week, headlining campaigns for the most prestigious brands on earth. What was once an adamant division of fashion and sport has collapsed into a dazzling, world-wide trend — with footballers being the strongest men in fashion today.
The Beckham Effect
This change did not come overnight. It began with David Beckham’s trend-setting swagger in the early 2000s. He did not just dominate the sport — he redefined it, turning tunnel walks into fashion statements, and haircuts into headlines. Beckham’s campaign for Emporio Armani has become iconic; more than underwear commercials — it was a cultural shift. The footballer was no longer just a player — he was also a style influencer, as well.
Footballers Endorsing Luxury Fashion Brands such as Dior, Burberry, and Others
Jump forward to the current era, and football-fashion synergy is stronger than ever. The menswear ambassador of Dior is Kylian Mbappé, who features in high-profile fragrance ads as well as suiting catalogues under the creative direction of Kim Jones. Marcus Rashford’s partnership with Burberry unites high-end with social causes, promoting initiatives that support education and literacy among youth. Such partnerships are far more significant than endorsement deals — they’re impactful crossroads of brand and personal story.
Even the followers of the more traditional aspects of the game, like football betting, have picked up on how fashion impacts the reputations and personas of modern players. Fashion is nowadays part of a player’s brand identity — as vital to their image as goals and trophies won.
Messi and Ronaldo Join the Fashion Elite
The trend crossover continues with Lionel Messi entering the fashion game with his own clothing line, The Messi Store, in collaboration with Ginny Hilfiger — sister of iconic designer Tommy Hilfiger. On the other end of the fashion spectrum, Cristiano Ronaldo launched the CR7 label with classic sexy, sharp lines, and is often dressed in designer suits by Dolce & Gabbana or Balmain. Interestingly, the two players also featured in the now-famous Louis Vuitton ad campaign titled “Victory is a State of Mind” — a photo on a chessboard that was the most popular sports photograph ever on Instagram.
Young Players are Redefining the Athlete Style
A new generation of players are emerging in the fashion luxury space. Jude Bellingham is hailed as fashion’s next big thing, already making appearances at Louis Vuitton and Prada runways, and donning head-to-toe designer outfits with seeming aplomb. Serge Gnabry and Héctor Bellerín take fashion risks at Rick Owens, Lanvin, and Balenciaga, typically merging high-fashion elements with sustainability-driven narratives.
Some footballers push it further — blurring athletes and fashion designers. Memphis Depay, for example, designs his own clothing with as much care as he works on his free kicks. He posts editorial-grade photoshoots in Amiri, Casablanca, and Off-White on Instagram on a regular basis, pairing them with poetry or quotes, turning Instagram into a kind of digital fashion zine.
Fashion as Personal and Political Expression
For them, fashion is not just about looks — it’s about narrative, morality, and visibility. Romelu Lukaku makes a point of appearing on red carpets in Black-owned brands. Others, like Raheem Sterling, have leveraged fashion collaborations to support anti-racism initiatives and advocate for greater inclusion in media and luxury advertising.
Off the pitch, a large number of these stars dress professionally, with some clubs employing in-house fashion consultants to provide high-profile media day guidance. Brands appreciate what these stars have to provide: global followings, multicultural coverage, and unmatched authenticity. Luxury names like Dior, Prada, and Louis Vuitton are now investing in athletes instead of traditional celebrities — the modern footballer is aspirational, but down-to-earth enough to influence recreational fans.
The Fashionable Future of Football
Not even the humble football jersey has escaped high-fashion makeover. Stella McCartney and Yohji Yamamoto are among the designers who have created limited ranges of jerseys, but retro ’90s kits are now seen on city streets paired with trench coats and designer sneakers. Fashion and football are no longer parallel — they are concurrent.
In so many ways, evolution mirrors the game itself. Football is no longer just a 90-minute game. It’s a way of life, a cultural phenomenon, and increasingly, a catwalk. From arrival pre-match to red carpet dinners, footballers now dress to impress — and brands can’t wait to be included.
The Beautiful Game Collides With Beautiful Style
So whether it’s Mbappé for Dior, Beckham in traditional tailoring, or Depay as a street fashion editor, rest assured: footballers have conquered the fashion world.