The 2026 FIFA World Cup has ignited a fashion frenzy among young English fans, blending nostalgia with a bold statement of national pride. This trend is particularly evident in the resurgence of 'Wag culture' from the noughties, which has captured the attention of an online generation thanks to social media algorithms and the 20-year trend cycle. The term 'Wag' refers to the wives and girlfriends of football players, and their style has become a focal point for young fans.
The Carpet Shop nightclub in Peckham, south London, was buzzing with excitement as fans gathered to watch England's quarter-final game. The atmosphere was electric, with young spectators dressed to impress, showcasing their love for the sport through fashion. Luke Grandon and Mattia Guarnera, both 27, are avid football enthusiasts, and their passion is evident in their unique outfits. Guarnera, in particular, stands out with his custom-designed shirt, a white three lions jersey spray-painted with the image of a woman's face, reflecting his interest in the visual aspects of football.
Sophie Whilby, 27, is another fan who tunes into the games for the atmosphere and the cultural experience. She embraces the opportunity to represent her country, wearing different England jerseys for each game, showcasing her creativity and love for the sport. The new generation of Wags, such as Tolami Benson, the fiancée of Bukayo Saka, has sparked interest in the tournament, with fans like Priya Patel finding inspiration in the authentic vintage shirts of the early 2000s, transforming them into crop tops.
Martyna Kaczynska and Indiana Meager, both 19, appreciate the inclusion of women in football culture. They admire the Wags, both old and new, for their impact on the game's enthusiasm. The outside courtyard where the quarter-final was being shown on a big screen transported fans back to 2006, with people snapping selfies, wearing low-rise denim, and dancing to a remix of Kylie Minogue's 'Can't Get You Out of My Head'.
Vanessa Hsiuh, 31, was inspired by the TikTok fancams of Cheryl Cole and Victoria Beckham, feeling a connection to how she originally accessed football. She finds the Wags more intriguing than the players themselves, and her favorite player in this year's team is Jude Bellingham, primarily for his attractive appearance. However, she also acknowledges the nationalistic connotations of the Three Lions logo and St George's cross, especially in light of recent political tensions.
Megan T, 33, wearing a vintage pale blue Umbro Three Lions jersey, highlights the importance of reclaiming the emblem for a more inclusive national team. She expresses pride in seeing people of color wearing these tops and being part of a diverse football team. Grandon agrees, emphasizing the need to reclaim and celebrate the emblem, especially in a time when it can be associated with inclusivity and diversity.
The 2026 World Cup has become a platform for young fans to express their love for football and fashion, blending nostalgia with a bold statement of national pride. The trend of 'Wag culture' has sparked interest and admiration, while also prompting discussions about inclusivity and the reclaiming of symbols. As the tournament progresses, fans will continue to showcase their creativity and passion, leaving a lasting impact on the world of football fashion.
