Forget standard jerseys. Olivia Culpo is revolutionizing gameday style with her new Abercrombie & Fitch NFL collection, drawing unexpected inspiration from Princess Diana’s iconic ’90s looks to create a line that’s nostalgic, chic, and perfectly timed for the modern fan.
In the world of sports apparel, function often trumps fashion. But a new collaboration is set to change the gameday dress code. Model and influencer Olivia Culpo has partnered with Abercrombie & Fitch for a vintage-inspired NFL collection that elevates fan style, and her primary muse comes from a place few would expect: British royalty.
As the wife of San Francisco 49ers star running back Christian McCaffrey, Culpo is no stranger to stadium seats. Her new line, part of Abercrombie’s ‘In Her Own League’ campaign, reimagines what it means to show team pride, moving beyond logos on polyester to curated, fashionable pieces that feel both personal and timeless.
The Princess Diana Effect: A ’90s Royal Reshapes Gameday
The most compelling part of Culpo’s design process is her direct nod to Princess Diana. The former Miss Universe revealed that her goal was to create pieces that felt “lived in and nostalgic,” immediately referencing one of the most enduring fashion images of the late 20th century.
“Everybody knows those iconic Princess Diana photos, of her leaving the gym in her mock neck turtleneck and biker shorts,” Culpo explained. That vision of effortless, off-duty elegance became the foundation for her collection, which includes an oversized mockneck sweatshirt, a chic camisole, and a timeless leather jacket adorned with patches.
By channeling Diana’s legendary athleisure looks, Culpo taps into a powerful cultural touchstone. It’s a move that reframes fan apparel not as a costume, but as an integrated part of a stylish wardrobe—a concept that resonates deeply with a growing audience of fans who are as interested in the culture surrounding the game as the game itself.
‘In Her Own League’: A Campaign Celebrating Women in Sports Culture
Culpo is not alone in this venture. The ‘In Her Own League’ campaign strategically brings together a group of influential women connected to the NFL, celebrating their contributions to gameday culture. The roster is a powerhouse of style and personality:
- Chloe Kim, Olympic snowboarder and girlfriend of Cleveland Browns defensive end Myles Garrett.
- Allison Kucharczyk, popular podcast host and wife of former NFL player Isaac Rochell.
- Brooklyn Adams, a nurse and girlfriend of Detroit Lions wide receiver Amon-Ra St. Brown.
This initiative recognizes the immense influence that figures like Culpo and Kim have, particularly in a landscape where sideline style is watched and replicated as closely as the plays on the field. It’s a smart acknowledgment that the NFL’s audience is diverse and that women are not just passive spectators but active shapers of its culture.
Designing for the Modern Fan (and Mom)
The collection isn’t just about high-concept inspiration; it’s rooted in practicality. Culpo, who recently welcomed her first child, daughter Colette McCaffrey, emphasized how motherhood has shifted her style priorities. Details of her new life were shared in an interview with People.
“I have to be a little more practical about what I’m going to wear for those long days, breastfeeding,” she said. “I have to wear a lot of camisoles, which is why I was really excited about the camisole I’m creating in this line.”
The partnership also represents a full-circle moment with Abercrombie & Fitch. Culpo noted the brand’s successful evolution, stating, “I feel like Abercrombie has done an incredible job of growing with us.” The collection, featuring the 49ers’ signature scarlet and gold, is available for her team, but fans can shop looks for other teams as well, making the elevated fan concept accessible across the league.
Why This Collection Signals a Broader Shift
Culpo’s collaboration is more than just another celebrity endorsement. It represents a significant shift in sports merchandising, acknowledging a demand for apparel that is fashionable, subtle, and high-quality. Fans today want to express loyalty without sacrificing personal style. The focus on “timeless and comfortable and practical” pieces you’ll “keep reaching for” is a direct answer to that call.
By blending the iconic cool of a ’90s style legend with the modern realities of a new mom’s wardrobe, Olivia Culpo and Abercrombie & Fitch have created something that feels both aspirational and authentic. It’s a playbook for the future of fan fashion, proving that the best gameday looks might just be inspired by life far beyond the end zone.
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