The 2022 FIFA World Cup, which will take place between November and December, tends to be even more impactful than the last editions: it is a major world event after two years of the pandemic. The feeling of hope, union and celebration emerges – and, naturally, selections considered strong, come to the fore. Brazil, France (last to win), Spain, Argentina and Germany are some of the uniforms that stand out.
In addition, t-shirts that have a fashion appeal, with different elements or games of contrasting colors, tend to receive attention – such as the one from Nigeria in the 2018 World Cup; this year, the one in Brazil (with references to the jaguar) and the one in Mexico (with Aztec elements) are some examples. This is also probably the last high-performance cup for big stars like Neymar (Brazil), Messi (Argentina) and Cristiano Ronaldo (Portugal) – which tends to leave these athletes' shirts in high demand.
In addition to mobilizing the population to support their national team, the World Cup also tends to have many effects on the economy – and on the fashion industry. This year, when the competition will take place closer to the end of the year, the expectation of business activity tends to be even greater, since the event will coincide with Black Friday – one of the most important retail trade dates in the world.
Several brands launch capsule collections with this theme, in order to engage consumers looking for pieces to show their support in a context of relaxation and celebration. Inspirations are often colors and national symbols – from the most literal to the most subtle. In this e-book, based on inspiration in Brazilian culture, we explore some of the main references.
Brazilcore Reimaginado
Brazil is known around the world as “the country of football” – since the World Cup was created in 1930, this is the only country that has participated in all editions of the world cup. In addition, the Brazilian team is the greatest champion of men's football, being the only one with five championship cups. Not by chance, several countries also celebrate (and cheer!) for the Brazilian team. Brazilian culture, therefore, is a reference for energetic colors, humorous prints and athleisure pieces that evoke the atmosphere of the beach, bar and soccer, washed down with drinks and feet in the sand. Less literal adaptations of national symbols emerge – which have been preferred by local brands, mainly due to the polarized political scenario in an election year.
Pay attention to the possibility of indirectly using the colors of the Brazilian team by taking advantage of tones that are in vogue in global fashion and, thus, allowing the longevity of the pieces in the wardrobe beyond the event, as in the references below.
Stay Attentive: In order to use World Cup logos, crests and mentions, a legal authorization/right of use is required. Even if you are looking for more literal elements for your collection, avoid using official coats of arms, names of organizations (such as FIFA) and the names of athletes, for example.
Sunny Shades
Inspiration from Brazilian culture goes beyond traditional symbols and colors. Beachy and laid-back references, reminiscent of the Rio de Janeiro lifestyle, gain prominence, with great emphasis on orange and yellow tones – including in ombré versions.
Adapt: ??Remember that the example of inspiration in the culture of a specific country can be adapted to several others: the essential idea is to look for typical elements and reinvent them, mainly bearing in mind the occasion in which your brand's public tends to use the plays and watch the games.
Boteco Weather
Light, versatile and fun pieces, ranging from the beach to the bar, are bets with high commercial potential. Celebrating outdoor gatherings and the normalization of social activities, barbecue, snacks, cachaça and caipirinha are transformed into icons for happy prints. Four-leaf clovers and other charms associated with good luck are also prominent elements in this mood.
Sports Streetwear
With an air of the 1990s, sports jackets, straight pants and wide sweatshirts make up streetwear looks with good commercial appeal; tank tops and t-shirts are featured among basic items. The rise of Astro Green (also called chroma green) and Cobalt Blue, for example, guarantees a great opportunity to indirectly represent the Brazilian team with the colors of the selection's shirt.
This adaptation in relation to colors can be made according to nationality – exploring different nuances, even if sticking to the colors of the country's flag, tends to allow a longer life for the collection.
Sport Vintage
Vintage sport is a trend among sports uniforms, using official pieces from previous decades. In compositions, tailoring has become the main choice to ensure a classic look; to match the shirts, tailored pants appear in neutral colors, contrasting with the top. The shirt also appears as an overlay of knitted blouses with long sleeves and a high collar.
Source: Start Wgsn
