The style landscape for partners of high-profile athletes, often referred to as WAGs (Wives and Girlfriends), has undergone a significant evolution. While the early 2000s saw WAGs favoring a distinctly glamorous aesthetic with prominent designer labels, a new generation is embracing a more understated and accessible approach to fashion, mixing high-street brands with luxury accessories. This shift reflects a broader trend towards prioritizing personal style and smart shopping over overt displays of wealth.
This contemporary WAG style emphasizes a polished yet effortless look. Tolami Benson, fiancée of Arsenal and England star Bukayo Saka, exemplifies this with her "sports chic" aesthetic. She often pairs football shirts with designer accessories and custom pieces, sometimes incorporating Saka's initials and former squad number. Her style even led to a collaboration with River Island, a high-street retailer, focusing on relaxed tailoring and sporty elements.
Megan Pickford, wife of England goalkeeper Jordan Pickford, has also showcased a blend of brands. For a match against Ghana, she wore a tailored mini dress from Club L London, complemented by a Chanel handbag and brooch. During a trip to the US, she demonstrated an ability to create an chic look with borrowed jeans, a white tank top, and a cowboy hat, even after a luggage mishap.
Ellie Alderson, wife of England striker Ollie Watkins, balances investment pieces from luxury brands like Loewe, Chanel, and Hermès with more accessible options such as Rat & Boa dresses and Alo separates. Her background in interior design appears to inform her curated wardrobe, which merges timeless luxury with current trends.
Ashlyn Castro, who gained public attention alongside her boyfriend Jude Bellingham, has established herself as a model and influencer. Her versatile style ranges from sporty Adidas wear to sleek dresses from affordable labels like Feners and Mars The Label, highlighting her ability to transition between casual and glamorous looks.
At Wimbledon, Jelena Djokovic, wife of Novak Djokovic, demonstrated that elegance can be achieved with more budget-friendly options. She was seen wearing a floral midi dress from H&M, which quickly sold out. While she also wore designer pieces from Dior and Charo Ruiz for other appearances, her choice of the H&M dress highlighted a growing acceptance of accessible fashion at major events.
Coleen Rooney, married to Wayne Rooney, has long been a proponent of mixing affordable fashion with designer items. Earlier this year, she launched her own extensive womenswear collection for Primark, with prices starting at £7. Pieces from her collection, including handbags and footwear, have been noted for their premium appearance and have drawn comparisons to designer styles. Her continued involvement in affordable fashion suggests a lasting commitment to this trend.
This evolution marks a departure from the "WAG" stereotype of the mid-2000s, characterized by a more ostentatious display of designer goods. The current generation of WAGs appears to be redefining their public image through a more considered and economically diverse approach to fashion, proving that style does not necessarily equate to expense.