The Rise of ‘WAG’ Style: A Fashion Trend

What does it mean to be a WAG in 2025? The answer lies in the intersection of streetwear, Vogue-inspired luxury, and the growing influence of social media. WAGs—Wives and Girlfriends of Athletes—have evolved from passive spectators to fashion icons, leveraging platforms like Instagram and YouTube to shape trends that blend aesthetics with slang. As the world turns its gaze to the Euros, the clothing of these high-profile figures is no longer just about supporting their partners; it’s about redefining what it means to be stylish in a culture that increasingly values authenticity, nostalgia, and language that challenges traditional norms.

The Evolution of WAG Style: From Nostalgia to Modernity

The WAG phenomenon has roots in the 2006 World Cup, where Victoria Beckham, Cheryl Cole, and Coleen Rooney became global symbols of aesthetics and streetwear curated for the spotlight. Their bold choices—think vintage football tank tops, oversized sunglasses, and French manicures—were not just fashion statements but cultural touchstones. At the time, their looks were seen as a rebellion against the stoic masculinity of the sports world, proving that clothing could be as much about self-expression as it was about allegiance.

Today, the WAG aesthetic has matured. No longer confined to stadium selfies, it now thrives on Instagram and YouTube, where fans dissect every detail of their clothing choices. The 2025 Euros have reignited this trend, with new faces like Tolami Benson and Megan Pickford bringing fresh energy to the scene. Benson, girlfriend of Arsenal’s Bukayo Saka, popularized a streetwear-heavy look featuring custom leather biker jackets and upcycled aesthetics, while Pickford’s clothing blends vintage with modern language—think low-rise jeans and tiny Dior bags. This evolution reflects a broader shift in how aesthetics and fashion are consumed, where the language of style is no longer dictated by elite circles but by the everyday fan.

The rise of streetwear in WAG culture isn’t just about trends—it’s about language. Terms like “swag” and “vibe” have become central to their aesthetics, signaling a move toward unapologetic self-presentation. This clothing philosophy is mirrored in the growing popularity of Vogue-inspired collaborations, such as LVMH’s upcoming Olympics sponsorship. The brand’s embrace of streetwear and aesthetics suggests that the future of fashion will be shaped by the same creative forces that have redefined WAG style.

The Cultural and Technological Forces Behind WAG Fashion

The aesthetics of WAGs are deeply tied to cultural shifts, particularly the rise of digital language and the democratization of fashion. Instagram and YouTube have transformed how clothing is perceived, allowing WAGs to curate their aesthetics with global visibility. This has led to a new era where fans don’t just admire their looks—they dissect their clothing choices, from vintage football tees to luxury accessories. A 2023 report by Shutterstock revealed that searches for “WAG fashion” on Instagram increased by 58% over five years, underscoring the language of streetwear and aesthetics as a defining trend.

The cultural influence of WAGs extends beyond fashion into Vogue-inspired storytelling. Their clothing is no longer just a reflection of their partners’ careers but a narrative in itself. Take Taylor Swift’s custom jacket, designed by fellow WAG Kristin Juszczyk, which became a viral sensation. This crossover of sports and fashion highlights how WAGs are not just clothing accessories but trendsetters who blur the lines between Vogue and streetwear. Similarly, Georgina Rodríguez’s aesthetics—a mix of luxury and vintage elements—have inspired a generation of fans to blend clothing styles that are both nostalgic and avant-garde.

This cultural shift is also evident in the growing partnership between sports and fashion brands. Hugo Boss’s NFL collaboration and LVMH’s Olympic ventures showcase how language around streetwear and aesthetics is now a strategic asset. These brands recognize that WAGs are not just clothing enthusiasts but power players in shaping fashion trends. Their influence is undeniable: the language of streetwear is now a key component of Vogue-level storytelling, with WAGs like Tolami Benson and Megan Pickford leading the charge.

WAGs as Fashion Icons: Bridging Sports and Clothing Trends

The aesthetics of WAGs have always been a blend of luxury and streetwear, but their role as fashion icons has expanded exponentially. Instagram feeds now double as fashion showcases, with fans flocking to replicate the clothing styles of their favorite WAGs. For instance, Victoria Beckham’s iconic England cami has become a staple in streetwear circles, while her vintage football tank tops are still a coveted piece for those nostalgic for the 2006 World Cup era. This language of clothing is not just about looks—it’s about identity, with WAGs using aesthetics to signal belonging to a subculture that values both sport and fashion.

The streetwear movement, in particular, has embraced WAGs as symbols of aesthetics that defy traditional norms. Tolami Benson’s custom leather jacket and upcycled England corset, for example, are not just clothing but statements. Her approach—relying on a “girls group chat” for styling inspiration—has made her a relatable figure in the language of fashion. This aesthetics is a far cry from the polished, high-fashion looks of the early 2000s, which often leaned into Vogue-inspired minimalism. Now, the clothing of WAGs is more eclectic, reflecting a generation that values streetwear for its authenticity and cultural resonance.

Moreover, the language of streetwear has become a vehicle for Vogue-level storytelling. WAGs like Megan Pickford, who often pairs vintage England tees with modern aesthetics, have proven that clothing can be both nostalgic and forward-thinking. The 2025 Euros are expected to amplify this trend, with fans eagerly awaiting the aesthetics of new WAGs. This shift signals a broader cultural movement where streetwear and Vogue are no longer mutually exclusive but complementary forces shaping the future of fashion.

The Future of WAG Fashion: Nostalgia, Innovation, and Language

As the 2025 Euros approach, the language of WAG aesthetics is poised to evolve further, merging vintage elements with cutting-edge streetwear. This synthesis is not accidental—it’s a reflection of how fashion and sports have become intertwined in the 21st century. Brands like Umbro and RAG & BONE are capitalizing on this language by creating clothing lines that cater to both Vogue and streetwear enthusiasts. For example, Umbro’s England Home Kit T-Shirt has seen a surge in popularity, with fans adopting it as a symbol of both national pride and aesthetics.

The cultural impact of WAGs extends beyond clothing to how they redefine language and aesthetics in the fashion world. Their presence on YouTube and Instagram has created a new language of fashion that prioritizes individuality over conformity. This is evident in the rise of streetwear-inspired aesthetics that blend vintage with modern design, as seen in the work of designer Antonia Bronze, who collaborated with Tolami Benson on her iconic biker jacket. Such partnerships highlight the mutual influence between sports and fashion, where the language of streetwear is no longer just a trend but a cultural force.

Looking ahead, the aesthetics of WAGs will likely continue to shape fashion discourse, especially as Vogue-inspired language becomes more accessible. The Euros could serve as a catalyst for this shift, with fans eager to embrace the clothing of their idols. As streetwear and Vogue aesthetics merge, the language of fashion will remain fluid, driven by the same cultural forces that have redefined WAG style over the past two decades.

Key Takeaways

• Replicate nostalgia with modern twists: Embrace vintage football tees and streetwear elements like oversized sunglasses, but add a contemporary edge through aesthetics and language that reflect today’s fashion values.
• Leverage Instagram and YouTube for styling inspiration: These platforms have turned WAGs into fashion influencers, proving that their clothing choices are as significant as their romantic ties to athletes.
• Blending Vogue and streetwear is the future: The language of aesthetics now bridges high-end fashion and casual streetwear, creating a new clothing paradigm that values individuality over tradition.
• Celebrate the rise of new WAG icons: Figures like Tolami Benson and Megan Pickford are redefining fashion by merging vintage nostalgia with streetwear innovation, inspiring fans to rethink their own clothing choices.
• The Euros will amplify WAG fashion: With the 2025 competition underway, the aesthetics of WAGs are set to influence clothing trends globally, proving that language and fashion are inseparable in this new era.