The wives and girlfriends of England's national football team, often referred to as 'Wags,' have experienced a notable increase in social media followers during the recent World Cup, despite the team's loss to Argentina. This surge in online presence has led to new opportunities and increased visibility for several partners of the players.
Kate Kane, wife of captain Harry Kane, gained approximately 70,000 Instagram followers, a 23% rise, throughout the competition. Her engagement was amplified by her public appearances supporting her husband and reposting photos of them together. She also curated her tournament wardrobe with the help of stylist Lauren Paxton, opting for custom Hugo Boss England corset tops. The fashion house dressed the entire Kane family during the event.
Ashlyn Castro, influencer girlfriend of Jude Bellingham, saw the most significant growth, adding 209,000 followers. This increase was particularly notable after England's victory over Norway, where Bellingham scored twice. Castro, a 23-year-old model from Texas, experienced a 31% follower increase despite limited social media activity.
Megan Pickford, wife of goalkeeper Jordan Pickford, who is an active social media user, gained 44,000 followers, representing a 30% increase. She documented her World Cup experience and aimed to revive the 'Wag era.' Following England's loss to Argentina, she posted a video of herself symbolically hanging up custom-made football jerseys for her children, with a caption that read, "The end of the dream."
Bukayo Saka's fiancée, Tolami Benson, and Ollie Watkins' wife, Ellie, both secured features with British Vogue. The publication followed them during their World Cup tour in the United States for exclusive digital content. Benson also appeared in the print edition as England's World Cup campaign captured national attention. British Vogue also shared exclusive match-day photos of Mrs. Watkins on Instagram following England's quarter-final win over Norway.