COULD FOOTBALLERS BE CHANGING THE WAY MEN CARRY BAGS?
words by BEX WHITLEY
Look, the increase of men sporting a good bag isn’t something new itself (cue Jacob Elordi and Harry Styles), yet there's something to be said for how the luxury bag scene has taken the football industry by storm. If the World Cup is any indication, from Erling Haaland's Hermès rotation, reportedly worth over three hundred thousand euros, to Jude Bellingham, rarely seen travelling without a Louis Vuitton Keepall, luxury bags have been front and centre of the game. Could footballers finally be the ones to bring them into the male mainstream?
Lionel Messi carrying Hermes Evercalf Toile Cargo Haut A Courroies Birkin 40 Handbag in Noir via pinterest.com
Jude Bellingham carrying Louis Vuitton Keepall bag in monogram canvas via pinterest.com
The last few years have seen a shift within football style as a whole. Where historically footballers were synonymous with duffel bags and ostentatious branding, recent years have seen a select few become influential figures in the fashion world. Players such as Jules Koundé and former Arsenal defender Héctor Bellerín have even been celebrated for breaking conventional gender stereotypes through their fashion-forward choices. In fact, Bellerín walked the runway for Louis Vuitton under Virgil Abloh back in 2019, while Koundé sat front row at Messika's Paris Fashion Week show in 2024, paving the way for today’s unspoken leather goods contest.
Before delving into the reasoning behind the rise, it's important to touch on the considerable limitations regarding the outfits footballers can be seen in. Boots, kit and even tunnel tailoring tend to be the result of a sponsorship, and therefore present the possibility of contractual conflict. For now at least, many players' choice of bag remains an outlet for creativity, personality and style.
Marcus Thuram carrying Chanel × Pharrell Williams XXL Flap Bag via pinterest.com
Far from jumping on the bandwagon, the impressive bag rotations we have been fed by players instead reflect a strategic and intentional play by major brands. Only this June we saw Dior renew Mbappé's ambassadorship, in line with Jonathan Anderson's Summer 2026 menswear debut. Meanwhile, World Cup winners Spain were announced as official Loewe partners in May 2026, a four-year deal running through the 2030 tournament. While fashion houses have often worked on exclusivity, the embracing of the most-watched sportsmen in the world allows them to reach an extensive audience. Although many football fans may not be able to afford such a price tag, the level of idolisation and public interest sustained by players results in an insurmountable level of brand awareness, combined with the associated prestige.
Far from just a cultural moment, overall interest among men in purchasing bags has been shown to be translating commercially. According to Google Trends, searches for “men’s handbags” have soared by a huge 637% within a year, further indicating that the global men’s luxury bag market is set to reach $18.4 billion by 2035, despite being a limited market offering in comparison to the women’s category. Where the luxury market affects the output of more affordable brands, the evident interest will likely mean an increase in men’s bags across the industry as a whole.
Julian Mbappé carrying Dior Toujours bag in cocoa suede via pinterest.com
Erling Haaland carrying Hermès Caban Togo Multipockets HAC Birkin 50 via pinterest.com
For men who've long taken style seriously, an audible sigh likely comes with the suggestion of intentionally chosen bags being a commodity. However, what matters is what these aspirational figures carrying bags represent for the men watching. These footballers, often considered the pinnacle of masculinity, open the door to bags becoming a staple wardrobe piece, and an opportunity for self-expression.
While the World Cup may have drawn to a close, what speaks more to national pride now than England's Eberechi Eze carrying a Burberry Holdall, or the French team's ongoing homage to their national fashion houses?