Women's World Cup athletic kits have upped their fashion game
Major brands are embracing gender-neutral and size-inclusive clothing
The crossover of soccer and fashion has long been commonplace in World Cup kits. But this year's FIFA Women's World Cup athletic kits have stepped up their game, including gender-neutral tailored suits and more inclusive sizes.
Size inclusivity
Much of the changes this year are due to an earnest effort to consider the needs of women. In her book "A Game for Rough Girls: A History of Women's Football in England," professor and sports historian Jean Williams wrote, "Football was an underground activity and that meant women who played during this period would wear or borrow male football gear," per BBC. Daniel-Yaw Miller, a senior editorial associate at The Business of Fashion, conveyed a similar sentiment to The Guardian, stating that it "wasn't so long ago that professional women's teams had to make do with wearing oversized and badly fitting kits designed for the men's teams."
But the steadily increasing popularity of women's soccer has fashion brands paying attention. "Soaring viewership means more eyeballs on the sport, and commercial partners, like kit manufacturers, will accordingly up their game," Miller said.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
And size-inclusive improvements in women's athletic kits are also attributed to the clothing being "designed by a majority of women-owned and women-led brands," FIFA's Federation News noted. And these women-centric athletic designs, in turn, create business opportunities for members of the women's teams to strike lucrative deals with fashion brands that previously weren't available. According to BBC, female soccer players are now more seriously considered for collaboration with major fashion houses.
Gender neutrality
Unisex clothing is certainly nothing new in fashion. Most recently, major brands like Telfar to Abercrombie & Fitch Co. created clothing lines that appeal to any gender. But now the fashion industry has turned its attention to women's soccer and creating clothing for a variety of body types.
And it's not just a matter of form. Function and the specific needs of women are also taken into account. When England's Lionesses team was provided uniform kits from Nike that included white shorts, players expressed concern about playing in white during their menstrual cycle. So the Football Association replaced the white shorts with blue ones, according to The Guardian.
In 2019, Nike, the biggest sports brand in the world, made a huge investment in women's soccer, sponsoring 14 of 24 teams from around the world, reported Fashionista. And it's these investments that not only prove beneficial for fashion brands and athletes, they are also beneficial in fostering a broader understanding of — and demand for — inclusive clothing for women beyond the world of sports.
Create an account with the same email registered to your subscription to unlock access.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Kelsee Majette has worked as a social media editor at The Week since 2022. In 2019, she got her start in local television as a digital producer and fill-in weather reporter at NTV News. Kelsee also co-produced a lifestyle talk show while working in Nebraska and later transitioned to 13News Now as a digital content producer.
-
'His death creates an opportunity for rough justice'
Instant Opinion Opinion, comment and editorials of the day
By Justin Klawans, The Week US Published
-
Movies to watch in October, from 'Joker: Folie à Deux' to 'Saturday Night'
The Week Recommends Joaquin Phoenix as Joker, a new Jason Reitman comedy and a buzzy Palme d'Or winner
By Anya Jaremko-Greenwold, The Week US Published
-
What should you consider when choosing a financial adviser?
The Explainer The right person can be a big help with financial planning, investing, taxes and more
By Becca Stanek, The Week US Published
-
An early look at the college football national champion contenders
The Explainer What school could come out on top of the FBS this coming January?
By Justin Klawans Published
-
Why baseball's new rules rule
Speed Read Attendance and viewership have gone up while average game time has gone down
By David Faris Published
-
The fight for equal pay
Speed Read The Women’s World Cup is the largest women’s tournament ever, but the athletes are still fighting to share in its success
By The Week Staff Published
-
Saudi Arabia's big sports bet
Speed Read The recent PGA-LIV Golf merger is just the tip of this oil-funded iceberg
By Brigid Kennedy Published
-
Who will win the 2023 FIFA Women's World Cup?
The Explainer The global tournament has kicked off in New Zealand
By Justin Klawans Published
-
Why the PGA Tour is merging with LIV Golf
The Explainer The groups are controversially coming together after a rocky relationship
By Justin Klawans Published
-
The Oakland Athletics and the worst baseball teams of all time
Speed Read The A's have a chance to make baseball history — just not the good kind
By David Faris Published
-
A midseason look at possible 2023 World Series contenders
The Explainer The predictions are well underway
By Justin Klawans Last updated