Formalwear is a thing at the 2023 Women's World Cup

From the moment the brands presented the 2023 FIFA Women's World Cup jerseys, it was clear that attention to the aesthetic component of the competition would be a central theme. Brands such as Nike and adidas have created beautiful kits, already worn in qualifying group matches, but the national teams are also shown off the field, with very interesting representation uniforms, among all those of the United States, which has collaborated with Martine Rose for a collection that put a further emphasis on the short circuit that links football and fashion. Surprisingly, on the eve of the World Cup, Prada had been made official as the new sponsor for the Chinese national team and these days the players in the locker room tunnels have been wearing very different outfits, but who are they made by? 

In an ideal ranking, the undisputed first place goes to the United States. The combo dress Martine Rose + goggles + Nike Shox worn by Megan Rapinoe has arrived in every corner of the internet as a great novelty in the football scene, a different matter for the Azzurre, who are also showing off Emporio Armani clothes in Oceania, for a long time data partner of Italy. In addition to Prada, already mentioned for the Chinese national team, the other sponsors seen in recent weeks are not only the leading names of the fashion weeks but in some cases local and little-known brands abroad. The origins of the founder of Cavallaro Napoli, a brand that accompanied the Dutch team to the World Cup, are Italian.

One of the great favorites of the tournament, England, chose blue and white suits by the English brand Mark and Spencer, while the blue suit worn by Marta and the entire Brazilian national team in her sixth World Cup is by Marco Almeida. Sand-colored tones instead for the outfit of Sweden, Italy's opponent who will arrive at the stadium dressed by J.Lindeberg. The large block of Barcelona players that makes Spain one of the candidates for the final victory, wears clothes by the Spanish brand El Ganso in the pre and post-match, while one of the other contenders for victory like Germany does so with the black and beige suit of the brand born in 1881 Van Laack.

The Australian luxury brand Beare Park wears the Matildas, while is the very formal style of Difference that accompanies the Japanese national team in this World Cup, after adidas has created perhaps the most beautiful shirt seen in this edition for the female players. The topics of interest in these World Cups are many and deepening them helps to understand the successes and the limits that the movement has to face. For its part, fashion is trying to create a narrative that goes hand in hand with the development of women's football as an important cultural-sporting phenomenon, brands are joining the process and, although some names are still not very relevant worldwide, the presence of Prada, Armani or Martine Rose is a further sign of a gear that is starting to turn faster and faster.