Inside the WAGs fashion evolution as Saka’s girlfriend becomes the new It-Girl

Huge oversized sunnies, Birkins and mini denim shorts – the glory days of WAG culture was a sight to behold on the pitch. But how have their fashion favourites evolved since the Noughties?

The phrase WAG was coined in the early 2000s and soon became a new form of celebrity obsession. Before long, any international football event was ultimately ruled by what the ultra-glam wives and girlfriends were wearing – and who had been embroiled in the latest spat.

They had their own limelight and forged their own identity within the world of football – people would be waiting to see them sat on the sidelines and had nearly as much limelight as the England team.

From Victoria Beckham and Cheryl Cole to Colleen Rooney and Louise Rednapp, the WAG world has always been something of a celebrity status but have we seen a shift in the fashion choices and behaviour?

Noughties fashion has made a sensational comeback in recent years – and with it comes some age-old WAG staples.

The women of the 2024 Euro’s seem to have nailed the “sporty chic” vibe, with many opting for jeans and football tees or even trackies – and there’s no doubt they still ooze beauty with bouncy blowdries and flawless makeup.

But experts say their laid-back, off-duty looks mark a distinct move away from the wilder days of the Noughties, perhaps in a bid to stay away from the more negative – and often misogynstic – stereotypes around WAG culture.

It seems twenty years later the new era of partners are taking a more care-free approach; understated yet letting their presence be known while not taking the limelight. In a world where WAGs used to don mini skirts and lacy bustiers while sitting on the sidelines, we’re now seeing these women in jeans and trainers looking achingly cool. Take Bukayo Saka’s girlfriend Tolami Benson for example.

Tolami has been hailed the newest It Girl of the Euros. While she and Arsenal star Saka keep their relationship private, Tolami rocks the football jersey with jeans and an oversized jacket. She has been spotted wearing a custom-made leather jacket with the England badge and ‘LIONS’ embroidered down the arm. No matter how casual she looks, one thing she will always have is a sleek bouncy blowdry.

Her signature glossy bouncy blowdry and perfectly flawless makeup mean her casual attire still looks extremely glam. The same goes for Megan Davidson, goalkeeper Jordan Pickford’s wife and Katie Goodland, captain Harry Kane’s wife who simply rock their football jersey and jeans ensemble with minimal fuss while still looking effortlessly stunning.

Award-winning personal stylist Lisa Talbot shared her thoughts. She said when the wives and girlfriends of footballers were thrown into the limelight in the Noughties, what they wore “became a spectator sport of their own”. Lisa said: “The style was big sunglasses worn by Victoria Beckham or the velour tracksuit of Colleen Rooney, these ladies didn’t follow the trends, they started them. The term WAG is now firmly kept to this era, it’s become outdated together with style that made them stand out.”

However, Lisa said there has been a significant change in the current era, the women now sit back in the crowd and are content to support their husbands and partners without them being the centre of attention. “Their clothing choices are more casual, we are seeing them at pitchside in jeans, relaxed tees and dresses, preferring to follow the trends rather than setting them.

“I love how these ladies – some of who are actor’s daughters and businesswomen – look comfortable and confident in their clothing choices, they really attract and inspire other women with the outfits they are wearing. They are good role models to the younger generation of football supporters.”

The partners of this years Euros team have successfully remained casual yet glamorous, and it’s an interesting shift in how they are percieved. While there has been a fair share of drama fuelled rows, but the England partners seem to just want to support their partners rather than take the limelight.

It also raises the question, is the nation still as obsessed with WAGs like we once were? Twenty years ago, we had huge insight into the luxe lives these women lived, but back then, these women were all celebrities in their own right, from popstars to models and TV personalities. In the WAG world now, these women aren’t in the spotlight as much and live much more private lives.

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