The epicenter of fashion and sport has experienced an exciting fusion over the years, transforming footballers into captivating ambassadors for major luxury houses. Names like Kylian Mbappé with Dior, Lionel Messi proudly sporting the Louis Vuitton logo, and Karim Benzema partnering with Fendi’s Faster sneakers are perfect examples of this successful marriage.
Yet, within this union that has taken over social media and advertising campaigns, one crucial question must be raised: Where are the female athletes? We have witnessed a disproportionate focus on male footballers, capturing the admiration of their millions of followers, while women remain in the shadows. The football community, traditionally dominated by men, has left little room for women, and this must change.
In a landscape where the front rows of fashion week seem to be the domain of male footballers, women, who are avid consumers of fashion, are left out. Our gaze scans the rows of the front row to catch a glimpse of footballers with Instagram accounts boasting millions of followers, wielding undeniable influence over their communities. Yet, one question remains: Where are the women?
The sad reality is that women remain strangely absent from the world of fashion within the football community. While they are regularly sought after to represent sportswear brands like Nike or Adidas, and for partnerships with personal care brands, access to the luxury world is still largely denied to them. Why this exclusion? Could it be because they have not yet achieved the same influence as their male counterparts in the sports world? This indifference and disregard are unacceptable and must be fought against with determination.
It is with this vision in mind that we took the initiative to launch a revolution aimed at bridging the gap between the worlds of fashion and sport: the styling branch for female athletes. This bold initiative, started by me in 2021, found its echo with a player from PSG Féminin, who signed her first professional contract with the club in July 2023. Océane Toussaint, goalkeeper, became the pioneer of this movement.
“When we first met Océane, her wish was to express her femininity off the field. She wanted to present herself differently outside the stadium. Océane explains: ‘I only wear tracksuits before, during, and after training. Also, being in boarding school, I don’t often have the opportunity to wear clothes or express my feminine style.’
Women who choose to play football are often categorized as “tomboys.” They don’t always receive the same compliments or support from certain sponsors that their male counterparts in the same sport enjoy. This is where Noëlla decided to take the initiative to support underrepresented female athletes in the world of fashion, thereby establishing a link between fashion and women’s football.
A special mention goes to Megan Rapinoe, who paved the way by becoming one of the first female football players to be associated with a major luxury brand. In 2020, she became the face of Loewe, bringing a touch of grace and boldness to the luxury world while pushing the boundaries of female representation.
However, the path to equity is paved with obstacles. While Cristiano Ronaldo rakes in advertising revenues that often surpass what he earns on the field, the top stars of women’s football often have to make do with their athlete salaries. A salary that, by the way, is far from reaching the millions per year that their male counterparts earn. The world of football still has a long way to go.
Nevertheless, a glimmer of hope shines brighter than ever. For instance, Prada officially announced its partnership with the Chinese women’s national football team in July 2023, marking a significant step forward in recognizing the talent and potential of female athletes.
Through these challenges, we continue to move forward. Despite the difficulties, we refuse to be discouraged. Injustices persist, especially in the overlooked discussion of their matches, even during the World Cup. It’s a larger fight that requires sustained vigilance.
To bring this mission to life, we organized a photo shoot with photographer Frédéric De Pontcharra, a session filled with elegance and determination featuring Océane Toussaint, a player for Paris Saint-Germain. This experience allowed our athlete to step onto a different kind of field—the world of fashion. Discover the result of this immersive experience in images, embodying our unwavering commitment to highlighting the talent, grace, and strength of female athletes.
This initiative provided Noëlla with a platform to express herself with a burning passion, celebrating her favorite color, pink. Driven by the desire to highlight Océane’s femininity, she blended this vibrant hue with a bold streetwear touch, pairing an upcycled khaki cargo from the brand Outrage with a pair of Nike Dunk High Ambush Cosmic Fuchsia sneakers.
The Parisian setting, in a magnificent Haussmannian apartment, adds an entirely new dimension. This backdrop instantly transports the viewer into the world of fashion, breaking the restrictive boundaries of the football world. It is an invitation to break conventions and redefine norms, a testament that sport and fashion have the power to come together in a passionate and harmonious dance.
In this captivating look, Noëlla continues her successful collaboration with the Outrage label. She chooses a Tie and Dye denim set, subtly evoking summer tones. The harmony is striking, especially as this choice pairs perfectly with the Yeezy Foam Runner Sand sneakers.
A natural charisma emanates from every photograph, with each pose captured reflecting the confidence of a seasoned model who has carved her path in the fashion world since her early days on the training fields. Each shot tells a story, merging the worlds of sport and fashion into an artistic expression that transcends boundaries. It’s a graceful transformation, reminding us that determination and talent can open unexpected doors, even in fields where women are underrepresented.
A denim look embodies much more than just an outfit; it’s a true statement of confidence and self-awareness. This ensemble evokes authentic femininity and unwavering assurance. Every stitch, every texture of the denim tells a unique story, woven with determination. It’s a tribute to the strength of women, to their ability to reinvent themselves while remaining true to who they are. A visual symphony where each note reminds us that fashion is a way to connect with one’s true essence and project that authenticity with boldness and pride.
