Less Princess, More Lioness: The England Women’s Team’s Influence On Fashion

Unless you’ve been living under a rock recently, you’ve seen the Lionesses take the world by storm. This year’s back-to-back victories in the European Championships did what the men couldn’t and brought football home (yes, we’ve earned the right to be smug), and their success has inspired young girls to pursue football on a mass scale, leaving tired gender stereotypes in the past. But they’re also sparking shifts in the world of fashion –ahead, I’ll outline the ways in which the Lionesses are, oh so casually, reshaping the fashion industry.

The Rise Of Athleisure

The Lioness’ prominence has seen a higher demand for athleisure, a movement that blends casual and athletic style (think elevated loungewear). Polyester shorts and jerseys are flying off the shelves, and why not? – You can head to Maccie’s while looking like you’re off to the gym. The movement’s main appeal is its gender neutrality, alongside the ability to be comfortable. It also comes full circle by bringing more attention to women’s sports in general, so what’s not to love?

Brand Engagement

Not content with being national treasures, several team members work with fashion brands too. Captain Leah Williamson regularly collaborates with Gucci, attending high-profile events and representing them in marketing campaigns. Ahead of the World Cup, Chloe Kelly modelled for Calvin Klein, wearing only underwear in some pics, demonstrating her athleticism and strength rather than sex appeal alone. These partnerships reflect shared principles; by endorsing female footballers, the brands are promoting inclusivity and female empowerment. It also bridges the gap between sports and fashion culture, illustrating that footballers have personalities and interests outside of their profession, thus showcasing their relatability.

Design Innovation and Gender Inclusivity

Brands are adopting a more innovative mindset. Nike now considers female issues in the design process, opting for navy rather than white shorts to facilitate dignity in menstruation. The one-size-fits-all approach is also fading into obscurity as brands adapt measurements to accommodate a woman’s body shape.

Perhaps you see the lionesses in a different light now (not that they weren’t awesome before). Their talent, dedication and fearlessness in a historically male-dominated area is inspiring for any woman who’s been intimidated or belittled in typically male spheres. Go team!