With All Eyes on Them, a ‘WAG’ Style Emerges

In the sports world, the wives and girlfriends of athletes are increasingly becoming style icons, influencing fashion trends and attracting the attention of luxury brands.

The Rise of the Modern WAG

While the term “WAG” (Wives and Girlfriends) originated in the British tabloids during the 2006 World Cup, it’s experiencing a resurgence, particularly in American sports like basketball, football, Formula 1, and tennis. These women are no longer simply accessories to their partners; they are becoming influential figures in their own right.

This shift is due in part to their growing public profiles and accomplishments beyond their relationships, creating a connective tissue between the worlds of sport and fashion.

Wimbledon and the Elevated WAG Aesthetic

The recent Wimbledon tournament highlighted this trend, with personalities like Morgan Riddle, girlfriend of tennis player Taylor Fritz, garnering attention for her sophisticated style. Ms. Riddle’s outfits, adhering to Wimbledon’s dress code while adding a bolder touch, demonstrated a deliberate and polished approach to fashion.

She exemplifies a new generation of WAGs who understand the scrutiny they face and use their style to make a statement.

Fashion Brands Take Notice: From Reformation to LVMH

Fashion brands are increasingly recognizing the influence of WAGs and actively catering to them. Reformation launched a “Courtside Collection” specifically for tennis spectators, while luxury giants like LVMH are expanding their involvement in sports sponsorships (like the upcoming Olympics).

This trend extends beyond direct collaborations, with WAGs inspiring “get the look” edits, as seen with Taylor Swift’s game-day outfits, showcasing their ability to catapult designers to new heights of visibility.

Defining WAG Style: Wealth, Intentionality, and Performance

Defining WAG style is complex. While past iterations focused on projecting wealth through designer labels and an endless wardrobe, today’s WAGs often opt for a more understated yet intentionally curated look.

The key elements include luxury accessories, a polished aesthetic, and a conscious awareness of being in the public eye. The performance of femininity – how a WAG carries herself – is also crucial, particularly within the traditionally male-dominated world of sports.

A Complex Phenomenon: Visibility and Representation

The rise of the WAG also raises questions about representation and visibility. Some argue that focusing on WAGs detracts from the accomplishments of female athletes. There’s a growing trend of brands partnering with women athletes, but WAGs continue to thrive.

It’s a delicate balance, as WAGs navigate the attention derived from their relationships while forging their own identities and potentially influencing fashion trends.

Key Takeaways

• The “WAG” style is experiencing a resurgence, driven by the growing influence of athletes’ wives and girlfriends.
• Fashion brands are increasingly recognizing and catering to this demographic.
• Modern WAG style is characterized by intentionality, polish, and a blend of luxury and understated elegance.
• The phenomenon raises questions about representation and the visibility of female athletes.
• WAGs are becoming key players in the intersection of sport and fashion, shaping trends and driving consumer interest.