The fashion 'secret weapon' more players are using at the Brownlow
For AFL players, who spend a great deal of their week in footy shorts and for whom “dressing” may imply a bandage to a head gash, the idea of employing a stylist may seem foreign.
But as Gen Z dominates the league, and more players show an interest in fashion, professional stylists are working with as many male clients as female ones for Monday’s Brownlow Medal.
Stylist Bianca Rose predicts men’s style will be under the spotlight at this year’s count. “It’s all about youth, and the young guys, and what they are willing to wear,” she says.
The Western Bulldogs’ Cody Weightman is fitted at Hugo Boss by Tess Douglas (left) and stylist Bianca Rose. Credit: Justin McManus
Among her 10 clients is the Western Bulldogs’ Cody Weightman, who will wear a tuxedo by Hugo Boss and jewellery – another growing trend – by Melbourne label Kitte.
“The [male] players respect the privilege of the invite by representing their personal brand through fashion,” Rose says. “I like to put my clients a little out of their comfort zone.”
Brian Huynh, founder of independent men’s label MNDATORY, is dressing several players for Monday’s red carpet. Since his first involvement in 2020, Huynh says players’ interest in custom looks has grown significantly.
“Professional athletes often find it hard to find something off the rack [because of their physique],” says Huynh.
Collingwood skipper Darcy Moore (left) and Dee Salmin at the NGV Gala, and teammate Josh Daicos and Annalise Dalins at last year’s Brownlow.Credit: Getty/Justin McManus
Weightman owns about 60 to 70 pairs of sneakers, and loves sharing his style to his 62,000 Instagram followers. At his first Brownlow on Monday, he will join other stylish players including Collingwood’s Darcy Moore and Josh Daicos.
Stylist Alicia Marshall agrees more male players are taking pride in their appearance, if for no other reason than to reflect the effort put in by their partners. “The wrong outfit can make or break your image on social media, limiting your dating or work prospects,” she says.
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But the number who love fashion are still in the minority, in her view.
Rose says the Brownlow can open doors and garner invitations to events like the Melbourne Cup or Australian Open.
Marshall says there is more scope than ever for the male players to express their individual style and flair, while respecting the strict black-tie dress code.
“We are starting to see more men in Melbourne take greater fashion risks, dressing more in line with people abroad,” she says. “Celebrities have opened the door for men to explore colour, shapes and fabrics that were previously only used in female collections.”
Fashion and sport have been forging closer ties globally. In the US, “tunnel style” – the outfits basketballers and footballers wear to games – have a huge following, and can lead to ambassador deals with major brands. And fashion conglomerate LVMH, owner of Louis Vuitton and Dior, was a major sponsor of the Paris Olympics.
Huynh hopes players will become less of “a prop on the red carpet” and express their personal style more out of uniform.
“It’s something which is really embraced [overseas]. It would be great to see that culture as part of the AFL.”
The 2024 Brownlow Medal is on Monday, September 23. Follow our live blog on our website, or via The Age app.
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