The history and style evolution of the iconic celebrity ‘WAG’

These iconic women do so much more than stand on the sidelines.

Nina Miyashita

less than 2 min read

October 13, 2023 - 9:47AM

Vogue Australia

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Image credit: Getty Images

You may know them best as one of the world's most renowned couples, but Posh Spice was a somebody a long time before she met David Beckham. So was, obviously, America's pop sweetheart Taylor Swift before she began appearing in the spectator box to cheer on Kansas City Chiefs tight-end Travis Kelce—as was Gabrielle Union, 10 Things I Hate About You actor and a basketball player herself, before she started sitting courtside to support NBA star boyfriend-now husband Dwayne Wade.

But the one thing these stars all have in common, and the thing they are often most remembered as? Being some of the most iconic ‘WAGs’ of all time.

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Image credit: Getty Images

The phrase ‘WAGs’—an abbreviated, slang term for the wives and girlfriends of professional athletes—is of course steeped in a history of misogyny, and traditionally, signals an outdated reduction of the female partners of athletes as nothing more than cheerleaders for their male partners. But since the beginning of professional sports, and in this age more so than ever, ‘WAGs’ have been and are so much more than their partner's profession, and the term has slowly been considered with more respect and affection.

These women are lauded and beloved world-class actors, singers, models, and even athletes themselves. They've trail-blazed the path of sideline fashion and iconic spectator styles, commandeered the attention of entire arenas and stadiums, all whilst often raising their children, supporting their partners and having a lucrative career of their own—and more often than not, they also end up being more of a talking point of a game than the sport at hand itself. In short, the ‘WAGs’ have been an iconic part of the sporting world for a long time.

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Image credit: Getty Images

Unfortunately, this can also often result in a much more negative kind of feedback. If Victoria Beckham's story—explored more in depth than ever before in the Beckhams' recent Netflix documentary—teaches us anything about being the more famous partner of a sports star couple, is that many people, from fans to coaches to entire countries, will unjustly blame you for your partner's misfortunes on the field and weaponise both your relationship and your femininity against you. But for every person who protests the ‘WAGs'’ presence in the stands, there's so many more who rightly appreciate them for their role as a supporter and partner, and, of course, idolise the incredibly iconic and sartorial way they go about it—because how could you not?

When it came to '90s sporty-luxe fashion, for instance, no one did it like Victoria Beckham did. Ironically having made a name for herself as Posh Spice—not Sporty Spice—the singer threw herself into a reinvention of sportswear anyway, paving the way forward for the aesthetic, culminating in some of the styles we wear today. With her proclivity for vintage fashion and Hermès bags, Beckham's ‘WAG’ days were marked by moto leather jackets and bug-eye sunglasses, strappy low-cut singlets and tongue in cheek sports merch, all of which have succinctly circled back into a modernised style today.

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Then there's the most recent singer and sports star coupling, Swift and Kelce, who are still basking in the limelight of their budding romance—but to say Swift has a life and career of her own beyond her new connection to the tight-end is the understatement of the century. The world-famous star seems to be embracing the spectator element of her new relationship with delight, though, and she's had no end of good times lately cheering Kelce on.

In keeping with her own signature aesthetic, Swift has all but thrown herself into her interpretation of an all-American sweetheart look at the string of Kelce's games she's attended. Opting for classic ensembles that consist of white singlets, red Chief's windbreakers, high-waisted denim and her iconic red-lip to boot, Swift's looks have felt both nostalgic and timely, and an honest blend of her own style with the nature of the occasion—she may be sporting more Chief's merch than before, but it's ultimately still the old, true-to-herself Taylor Swift up in the stands.

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Image credit: Instagram.com/kaaatthompson

There's also those who wear the ‘WAG’ label openly and with plenty of pride, and in doing so, have heavily contributed to the growing endearment and empowerment of the phrase. Kat Thompson, fiancé of Matildas and San Diego Wave footballer Emily Van Egmond, took to TikTok during the recent FIFA World Cup to document the tournament, and in doing so, made a name for herself on the platform that quickly propelled her into social media stardom. Beyond the fashion, lifestyle and light-hearted comedy that constitutes Thompson's spectator content though, it's her affection for Van Egmond and her own personal sense of pride at being a supportive partner that has evidently driven her notoriety as one of TikTok's most iconic ‘WAGs’.

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Image credit: Getty Images

Other icons like models Gisele Bündchen and Kendall Jenner, singer Shakira and even the incomparable Pamela Anderson have also all done their time in the spectator box, and all of whom have played an important role in contributing to the evolution and empowerment, both stylistically and culturally, of sports wives and girlfriends everywhere—forever sending a strong message that to be a spectator doesn't mean not being an icon in your own right. The spotlight is big and bright enough to share, after all.

See more of the most iconic spectator style moments below.