The New WAG Era: The Women Turning FIFA Stands & Formula 1 Paddocks Into Fashion Week

Once upon a time, the term WAG was synonymous with paparazzi shots, tabloid headlines and oversized designer bags. Fast forward to 2026, and the title has had a serious rebrand. Today's football and Formula 1 partners are entrepreneurs, founders, athletes, fashion muses and front-row regulars. They're influencing luxury trends, landing brand deals and making the paddock (or the VIP box) just as exciting as the race itself. If football gave us the original WAG era, Formula 1 has perfected it. Between Monaco, Miami and Silverstone, the paddock has quietly become one of fashion's most-watched runways.

Kim Kardashian

No one had "Kim Kardashian enters her Formula 1 WAG era" on their 2026 bingo card, but here we are. Making her Monaco Grand Prix debut while supporting Lewis Hamilton, Kim instantly became the weekend's biggest headline. Ditching overt glamour for a more polished paddock wardrobe, she balanced sheer separates, pointed pumps and oversized sunglasses before switching into an elegant cream draped Gucci gown on race day. Fashion editors quickly compared the moment to Victoria Beckham's early football WAG years, but with a distinctly Kardashian luxury spin.

Alexandra Leclerc

If there is one woman who has quietly become Formula 1's biggest style icon, it's Alexandra Leclerc. The art enthusiast and philanthropist has mastered understated elegance, mixing Oscar de la Renta, Jacquemus and tailored neutrals with effortless Riviera polish. Unlike flashy logo dressing, Alexandra's wardrobe leans into impeccable tailoring, sculptural silhouettes and investment accessories. It's also no surprise Marie Claire recently crowned her among the best-dressed women in Formula 1, while Vogue highlighted her Monaco appearance as one of the standout fashion moments of the season.

Kelly Piquet

Before "F1 fashion" became an internet obsession, Kelly Piquet was already doing it. Whether she's wearing effortless Jacquemus tailoring, monochromatic dressing or elevated resortwear, Kelly has perfected the minimalist luxury aesthetic. With years inside the paddock, she has become one of Formula 1's most influential fashion figures, proving that timeless basics often outshine trend-driven looks.

Carmen Montero Mundt

George Russell's partner and founder of her own skincare brand, Carmen mixes bold colours with refined tailoring, creating looks that feel fashion-week ready without trying too hard. She's part of a new generation of WAGs who aren't simply attending races, they're building businesses alongside cultivating enviable wardrobes.

Rebecca Donaldson

Rebecca Donaldson has become synonymous with effortless sophistication. Think crisp white shirts, perfectly cut trousers, slip dresses and neutral palettes. Her understated wardrobe has become a blueprint for anyone looking to recreate "quiet luxury" without looking overstyled.

Football's Fashion MVPs

Formula 1 may currently dominate the style conversation, but football's VIP boxes remain home to some of the world's most influential women. From Georgina Rodríguez's unapologetic luxury wardrobe to Antonela Roccuzzo's polished elegance, and Aitana Bonmatí's growing influence as women's football reaches new global heights, FIFA tournaments have become just as much about fashion as football. This year's summer tournaments have only accelerated the crossover between luxury brands and football culture, with WAGs increasingly becoming front-row fixtures at major fashion weeks and campaign stars in their own right.

The modern WAG isn't simply accompanying the athlete anymore. She's launching brands, sitting front row at Paris Fashion Week, starring in luxury campaigns and influencing global trends before they hit the runway.