The Super Bowl was once only just a game. Starting in the 1960s as a merger between the NFL and the AFL, the competitive sporting event became a polarizing final game for the football season. Nowadays, music, fan bases, culture, fashion and media, take the event beyond the game itself..
Unlike red carpet wear, Super Bowl style is more relaxed, self-made and more easily replicable. The players, WAGs (wives and girlfriends of players) and performers, have become the stars of these trends.
To start, player walk-ins and the initial crowd style reveal sets the tone. From bomber jackets to jeans and sneakers, to denim, wearable fashion was certainly dominant.
“It was a lot of denim, yeah, which makes sense, because both of the teams were primarily blue,” said Maya Lewis, a junior majoring in public relations and advertising.
Beyond trend patterns, fans are also able to see the relatability of fashion trends.
“It was a lot more relaxed and personality-driven than red carpet fashion… these felt like outfits I could wear too,” said Ellery Shapiro, a sophomore majoring in public relations and advertising.
Beyond the average crowd, streetwear trends that show personality and flair were particularly prominent this year. Blending niche pieces with athletic clothing shows the dual nature of many current style trends. Travis Scott’s baseball jersey outfit is one prime example.
“I thought that was very chic and hip. Interesting touch with the baseball jersey, though…he looked very cool,” said Ella Krane, a freshman majoring in human development and aging.
Further relating to the idea of accessibility, complemented by designer labels, Bad Bunny, the halftime show performer, was even found wearing Zara. Opting for something more low-key shows that everyone can wear it too.
WAGs have also deeply contributed to Super Bowl fashion trends catching the attention relating to new trends and spotlighting their individuality. The “WAG” movement has recently experienced a stark increase.
“I would say it kind of jumped after the 40 Niners and Chiefs Super Bowl, because one of the wives, Kristin Juszczyk, was really the catalyst of the WAG, okay, movement in fashion,” said Lewis.
Lewis has her own business, The Wag Edit, which is a game day apparel brand focused on wives and girlfriends of sports players. She started it as a hobby, but now has gotten traction on social media and now makes custom orders.
“I pay zero for marketing. I just post on TikTok, and sometimes I’ll post once and get like 10 orders,” said Lewis.
Lewis has made personalized items for fans of certain players, which are vintage-inspired, wearable, and show team pride. She makes pieces for college gameday, regular season games, and – of course – the superbowl. This year she made a two-piece set for Patriots player Treveyon Henderson’s wife, Mackenzie
“[These outfits] are more accessible because they’re personalizable — you can show your pride for your team or your person,” said Lewis.
From custom pieces and beyond, the Super Bowl has expanded as a cultural style event, where fashion is used as storytelling, and also as a way to show identity. From streetwear culture – something that is particularly prominent here in L.A. – to other sports trends, fashion is a catalyst for self-expression.
“Our generation really likes authenticity, but they want to see the real you, and they don’t want an influencer that, like, everything is fake,” said Lewis.
The superbowl stadium has become its own runway. Everyday clothes – from denim to bomber jackets – can be powerful statements, showing how fashion doesn’t need to be couture to have an impact. Participating in a cultural event, regardless, by showing out in a style that represents “you” can be enough.