A new era of style has made its way across the football club entrances, through the international duty carparks, into the changing rooms, and even onto the pitch. Just like the football game itself, it’s an era that’s no longer overly dependent on outside noise. Trends and forecasts are being benched, whilst players dig deep and build their own fashion profiles true to their character. The streets are calling it “anti-trend” style.
Much like the new season of fixtures, fashion has also been going through some monumental changes. Very similar to Ekitike’s transfer to Liverpool, Mourinho becoming manager at Benfica and Rashford finding elite form at Barcelona, 7 of the biggest brands have switched out their creative directors to seek new and fresh approaches to their heritage fashion houses. That’s Gucci (who have recruited Balenciaga’s Demna Gvasalia), Balenciaga (as they no longer have Demna), Dior, Bottega, Margiela, Marni and Loewe. All at one time. An unprecedented shift in fashion, to say the least.
And while change isn’t necessarily a bad thing, it does mean brands won’t look how they used to (obviously). What’s to come from collections likely won’t be as predictable or certain as before. In turn, ‘baller fits won’t look the same. Footballers getting the call up from their trusted luxury sales assistant on the latest pieces – ready to pick from the store – won’t hit like it once did. Straight off the mannequin without any thought ain’t cutting it anymore. Like a team fighting out of relegation to reach the top spots of the Premier League, the level of play on the fashion field is at an all-time high.
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As new designers bring their creative DNA to brands, footballers must now do the same. Look within, bringing their own flair to their fits. Players are now expected to have fashion codes or attributes that are as individual as their FC26 stats. A player’s personal uniform, so to speak, and no one size fits all. Some may opt for the flashy Goyard on Goyard, baggy jerseys, pink mini LV speedy bags & Acne jeans sported by Gen Z superstar Lamine Yamal – bet. Others may resonate with the understated yet assured style of certified leader Virgil Van Dijk – cool. Some may find their place between both – even better.
And if the rise of personal finstas didn’t already give signs of things to come, it should now. When going against the trend, personal curation, collecting (and even thrifting) are your go-tos. So the finsta fun of raw & unfiltered dumps go hand in hand with this new style of dressing. As players pick their favourite personal shots to post – from training to holidays – fans want to see players showcasing meaningful clothing pieces and fits too. Like that vintage one of one piece from Japan, or the Chrome Hearts accessory only found in LA. Mixing the old with the new – even that 2000s collection might just make sense now. Maybe even items ballers designed themselves with their boys, like football fashion heavyweight Rafael Leão. The new wave of personalised dressing is the perfect matchup for players documenting their most intimate memories.
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It makes the game fun for everyone, right? Now more than ever, global fans will be able to identify and relate to a player’s style both on and off the pitch. It’s all good knowing your favourite player’s number of goals and assists, but being able to truly recognise their personality & character through their individual fashion choices is a whole new level unlocked.
Don’t just take our word for it – Hugo Ekikite’s fashion choices have found their way into Liverpool’s dedicated subreddit (r/LiverpoolFC). A whole section is filled with fans saluting the new recruit’s recent ’70s-inspired fit – brown Courreges trackie, brown Chanel Bag and croc print Wales Bonner x Adidas Sambas. One Redditor wrote, “he makes such bold fashion choices and wears them with confidence”. “It’s all about who’s wearing the clothes”, says another. A real fit-fan spoke of their excitement to see his “class” style paired up with that of midfielder Curtis Jones.
And the top spots for the anti-trend? It’s anyone’s game. Even the most unassuming fashion sense can stand toe to toe amongst the hype fashion formulas, since the rules have changed. Someone like Ousmane Dembélé – who stays true to his calm, collected & tailored fashion sense, often in some good Loro Piana – could take it. Just like his personality & gameplay, he could snap up an anti-trend starting position as smoothly as he did the Ballon D’Or (suited in a crisp, no-tie Zegna tux, mind you, max aura).
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Benjamin Pavard’s back-to-back main character approach to fashion might just get placed in the starting lineup. The clean sweater, denim and loafer look during his arrival at the France National team’s first meetup of September? Magnifique. His commitment to Bottega Veneta’s Intrecciato (the iconic woven leather pattern) pieces also puts him on a strong footing on any list, even amongst Hollywood stars.
Of course, Achraf Hakimi and his top-tier attention to detail – most specifically impeccable bags – easily makes the list. Hakimi even recently carried a unisex, orange suede Ferragamo bag to match PSG’s Dior-designed grey sets for their game against Atalanta. A bag pair up like that is something you definitely won’t see twice. (Though Messi’s recent Hermes Birkin bag flex could go toe-to-toe.). This is the art of anti-trend. Dedication to what you like, till your style is identifiable and etched up there with the fashion greats. Be prepared to see its rise this season and beyond.
