Football Stars and Luxury Fashion: 2026 World Cup Runway
June 19, 2026 3 min readPrediPick
Football Players and Luxury Fashion: Stars of the 2026 World Cup
The 2026 FIFA World Cup promises more than just unforgettable goals. Off the pitch, football stars have become true icons of luxury fashion, capable of turning an airport or a press conference into an impromptu runway.
Brands like Dior, Louis Vuitton, Hermès, and Chanel no longer seek only professional models. They now bet on footballers who combine athletic talent with a magnetism that can move millions on social media with a single photo.
The answer is simple: global reach and authenticity. An elite footballer has an audience that no traditional campaign can match.
Moreover, football connects with values that fashion houses seek to project: discipline, youth, ambition, and an aspirational lifestyle. That's why, since early 2026, announcements of new luxury ambassador roles linked to the World Cup have multiplied.
5 Footballers Setting Trends in Luxury Fashion
Kylian Mbappé: The Face of the Future
The French striker is synonymous with modern sophistication. This year he starred in the summer campaign for Dior and continues as the face of Hublot, the Swiss watchmaker that has been with him since he was a young promise. For this World Cup, Hublot launched special pieces like the Big Bang Reloaded Kylian Mbappé, reinforcing its motto 'The Art of Fusion'. His off-field style mixes Louis Vuitton with Fear of God Athletics, a balance between classic luxury and contemporary streetwear.
Lamine Yamal: Generation Z Conquers Luxury
With only a few years in his professional career, Lamine Yamal is already a global ambassador for American Eagle and an absolute reference in youthful street style. His wardrobe combines oversized pieces from Nike and Adidas with unexpected items from Chanel, Chrome Hearts, and Bottega Veneta. He has even been spotted wearing Hermès backpacks, a gesture that many fashion analysts interpret as a statement of status within the luxury world.
Lionel Messi: Elegance That Transcends Generations
The Argentine maintains his ambassador profile for Adidas, but has also been seen wearing Dolce & Gabbana, Dior, and Louis Vuitton. Additionally, he developed his own line of elegant casual clothing under the name The Messi Store. His ability to blend comfort with discreet luxury makes him a reference for those seeking a timeless, unpretentious style.
Ousmane Dembélé: The Silent Collector
Recently named ambassador for Zegna, the Frenchman surprised the fashion press by arriving at a stadium with a Hermès Haut à Courroies bag, known among collectors as 'HAC'. This piece was born in 1892 to transport equestrian equipment and today is considered a precursor to some iconic designs of the brand. Choosing such a piece, instead of a compact, fast-fashion accessory, is interpreted as a gesture of deep knowledge about luxury history.
Erling Haaland: Nordic Power in High-End Watchmaking
The Norwegian striker is Breitling's new strong bet, which developed exclusive models like the Chronomat Erling Haaland, with dials made from meteorite. The brand officially presents him as one of its global ambassadors. This collaboration reflects how Swiss high-end watchmaking also competes to capture the attention of new world football stars.
Beyond the Five Big Names
The list of footballers linked to luxury continues to grow. Raphinha is the face of Calvin Klein's underwear line, while João Neves, the Portuguese midfielder, was chosen by Ami Paris for conveying values of humility and serene confidence. Meanwhile, Robert Lewandowski became the face of Mackage's 'Protect Your Craft' campaign.
Even national teams are joining this trend: brands like Loewe, Hugo Boss, Giorgio Armani, and Dunhill will dress several teams during their official activities at the 2026 World Cup.
Did You Know...?
FIFA signed a collaboration with the Italian firm Boggi Milano, valid for both the 2026 Men's World Cup and the 2027 Women's World Cup.
A single designer jacket from the Spanish national football team exceeds €2,200, cementing 'La Roja' as one of the most stylish delegations in the tournament.
Puma teamed up with American designer Salehe Bembury to create a special collection that will dress eleven national teams off the field, including Morocco, Portugal, and Ghana.
