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Fashion loves public figures. From footballers to NBA players, via K-POP artists who are increasingly popular with luxury, the situation is clear. And if there are many muses that brands are particularly fond of in recent years, it’s the sports ones.
Charismatic, inspiring and committed. This magnetic “je ne sais quoi” of their own makes them fashion icons in their own right. While the kick-off of Tokyo Olympics has already been given, focus on these new fashion icons.
Serena Williams, Megan Rapinoe… unexpected fashion icons
In their respective fields, they are no longer presented. But it is elsewhere that the sportswomen hit hard by landing where they were not expected: in the very closed circle of fashion.
Its new icons are called Serena Williams, Simone Biles or Megan Rapinoe. And if we have never predicted their future in the industry, it is precisely because she has never considered them to be compliant. Because fashion loves the silhouettes of slender women and slightly athletic bodies, but that of sportswomen? It’s no.
Prominent muscles, underdeveloped chests, toned calves… In short, the characteristics that many women athletes present do not fit into the usual feminine codes. This is why their bodies never made the cover of major fashion magazines… At least until 2018, when Serena Williams appeared in a swimsuit on the front page of Harper’s Bazaar UK.
The way is then open, and many of its sisters will be entitled to their cover of women’s magazine. Like footballer Megan Rapinoe who appears topless under her blazer, on the front page of American Glamor.
Athletes have changed the game. On a daily basis as in front of the eyes of the cameras, they show a new facet of femininity which was not previously validated either by fashion or by society in general.
Read also:
Off-White x Serena Williams: the collab that says a lot about the place of sportswomen in fashion
Sportswomen, new icons of pop culture
It’s not just about magazine covers or endorsements. Like actors and singers, fashion is finally opening its doors to women athletes who are now ambassadors and sometimes even co-signatories of exclusive collections.
And if fashion enlists them, it’s not (only) for the number of trophies they add up. What brands are looking for above all are models of inspiration. Everyday women with whom we can identify, while admiring their extraordinary aura.
2016, the toymaker Mattel highlights one of them. This athlete? She’s the retired soccer player Abby Wambach. The Barbie doll in her image certainly celebrates women’s football but also the courage of the attacker. Because Abby Wambach has spoken repeatedly to discuss her homosexuality and the difficulties it has faced, including the rejection of her own mother.
Megan Rapinoe, Laure Manaudou, Eileen Gu,… What they represent in the eyes of society raises them to the rank of icons. Thanks to them, our conception of the feminine tends to evolve, as the case of Caster Semenyathe South African athlete on trial for hyperandrogenismand to consider that femininity is plural.
But these champions of all disciplines did not wait to be dubbed by brands to establish their fashion stature. The proof with 7 athletes who use fashion as a performance tool.
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