At the 2026 FIFA World Cup, football's biggest stars have turned team arrivals and training camp appearances into a global fashion showcase, with major brands building entire collections around national teams rather than simply releasing jerseys. Nike partnered with Jacquemus on a French team capsule, Adidas teamed up with Willy Chavarria for Mexico, and Puma, Palace, Corteiz and Gap all launched football-inspired lines, while Argentina's Kith jersey, modelled by Lionel Messi, became the season's most coveted streetwear item.

Individual players have also drawn attention for their personal style, led by France's Kylian Mbappé, who fronted the Nike x Jacquemus Les Bleus collection and starred in Dior's Summer 2026 campaign under new creative director Jonathan Anderson. Norway's Erling Haaland became an unexpected luxury muse with a rotation of Hermès and Louis Vuitton bags, while Spain's teenage sensation Lamine Yamal has embraced a bolder look featuring Chanel, Dior, Chrome Hearts and Amiri. Other notable looks included Jackson Irvine's Levi's ensemble at GQ Germany's Men of the Year Awards.