World Cup Wardrobe - FIFA's Influence on Fashion

With the FIFA Women’s World Cup semi finals kicking off tonight, fans from all over the world have flocked to our shores to back their favourite teams. While filling the stadiums with resounding cheers is undoubtedly a powerful way to show support, there's a trend that's been gaining momentum both on and off the field – the fusion of football fandom and streetwear.  

Winnie Harlow styled in a custom Inter Milan Jersey for Milan fashion week 2019. Via @winnieharlow



Fittingly named ‘bloke-core,' this viral fashion trend first drew inspiration from ‘blokes’ in ‘90s Britain who exhibited a fierce dedication to the game by sporting football attire whenever, and wherever possible. Bloke-core has since made its way beyond football fans and into the grasp of this generation’s fashion tastemakers. 


U.K. rapper Central Cee wearing Brazil International team away-kit. Via @centralcee


The rise of ‘bloke-core’ in recent times is largely attributed to a growing love for vintage apparel and footwear. Today, the style manifests itself in replica football jerseys, baggy or straight-leg jeans (often Levi’s) and classic sneakers such as the beloved Adidas Sambas or Gazelle’s. 


Hailey Bieber poses in the iconic green and yellow Brazil baby-tee. Via @haileybieber


With models and influencers joining the hype, bloke-core has further evolved into its own subtype with a feminine twist, commonly referred to as ‘blokette’. Blokette meshes feminine fits such as skirts, stockings, jewellery, and delicate patterns with the bold colours and prints of football shirts. 


Social Media Influence

People are taking to social media to share their favourite looks, with platforms such as TikTok exposing millions of people to the latest trends on a daily basis. Notably, football-inspired outfits have gone viral under the hashtags ‘blokecore’ and ‘blokette’, amassing nearly 400 million views on the platform combined. 


Kim Kardashian pictured in a cropped Paris Saint-Germain kit on an outing with kids. Via @kimkardashian


Brand Collaborations 

We are also seeing a large increase in the collaborations between fashion designers and sports brands, with countless big names referencing the game over the last few years. Designer fashion house Balenciaga has released a series of football shirts in partnership with Adidas, whilst Dutch label Patta has collaborated with Kappa for their own line of jerseys. Other labels are working directly with top-flight football teams. Some notable releases include Stella McCartney x Arsenal, Palace x Juventus and Moncler x Inter Milan. With football remaining the most-watched sport globally, it comes as no surprise that it is making its way into people's wardrobes one way or another. 


Bella Hadid modelling for Balenciaga x Adidas SS23 photoshoot in oversized jersey. Via @bellahadid


Celebrity Style

What’s driving this trend further is the active participation of celebrities in the movement. Supermodel Bella Hadid is largely responsible for the sporty look becoming so popular as her off-duty style resembles that of a European football fan. Hadid has been frequently pictured roaming the streets of New York in her iconic black Samba’s, baggy pants and vintage shirt or half-zip jacket. Additionally, the model appeared in an oversized football jersey as the face of the Balenciaga x Adidas campaign for SS23 last year.



Drake reps a collaboration jersey between his fashion label OVO and FC Barcelona to celebrate 50 billion streams. Via @champagnepapi


With the ever-growing community of football fanatics and the FIFA World Cup in full-swing, bloke-core shows no signs of slowing down. As fans don their team jerseys, they're not only demonstrating their love for the game but also shaping a new wave of streetwear culture that's redefining the way we celebrate sports and personal style. Even if the TikTok hype dies down, this is a look that has been worn globally for generations and likely won’t be going anywhere anytime soon.