The Women’s Euros are are already having an influence on young people, as many dive into the ‘footballcore’ trend – donned by the likes of Dua Lipa and Hailey Bieber
With the hype around the Women’s Euros fully underway, there’s been an evident increase of interest in women’s sports – and fans are getting creative with how they’re supporting England’s Lionesses.
‘Footballcore’ is a fashion trend bubbling away on social media and – like ‘blokecore’ – boasts a seamless merging of pride for your chosen football team and fashion. ‘Footballcore’ sees young women make their own personal spin on the trend, combining androgynous street style with feminine repurposing.
Independent, female-founded London brand, Maydebymay, is a perfect example of repurposing the football tee as a popular but unique alternative for younger consumers. Her one-of-a-kind, ethically-made pieces upcycle football jerseys by means of ruching, buttons and bows – all of which are viral trends of the past year.
READ MORE: Nike taps Indian design duo in historic collaboration to ‘invite women into sport’
Maydebymay founder, Sally May, spoke to the Mirror exclusively on the rise of football core. She said: “I’ve always loved playing with the ‘sporty aesthetic,’ which is traditionally considered to be a more masculine look, and adding a fun, feminine twist to it. All the jerseys I sell are upcycled, second hand and repurposed as my mission as a business is to show that fashion doesn’t have to cost the earth”.
Havas Media Network researched attitudes of female sports and found that women’s sport hosted a huge 40 million fans, however a shocking third could not name a sponsor. The media network claimed the industry was prime time for investments and encouraged brands to act now “to unlock its potential”.
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The recent research also found: “Three quarters of UK adults now follow women’s sport, with women’s football attracting interest from 20m UK adults (a third of UK adults), making it the nation’s most-followed women’s sport”. With fashion-forward celebrities like Dua Lipa and Hailey Bieber opting for the viral trend, consumers can be assured that football core is here to stay all summer long.
Following the recent collaboration between Nike and South Asian brand Nor Black Nor White, Nike shared how they wished to “disrupt the global fitness and activewear industry with best-in-class innovation in service of all women athletes — championing their confidence, strength, femininity and competitiveness like never before”.
With major moves from global titans Nike and Skims investing in female consumers and athletes, brands have rushed to hop back on the trend. High street favourite, Urban Outfitters, offer adorable football-themed baby tees of Dalston football club, as well as England cotton tees that are currently all sold out online.
An unexpected wardrobe essential, the football shirt is an innovative stand-out piece, sporting bright colours, breezy fabric and layered options of styling. ‘Footballcore’ fashionistas have presented a range of methods: from the forgiving and oversized shirt-made-dress and boots, to the knotted cropped top, and even cinched babydoll-esque tees.
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