Loewe Will Dress Spain’s National Football Teams From the 2026 World Cup Through 2030

3 min read

Spain’s national soccer teams will now be dressed by one of their country’s most coveted luxury labels. Loewe has signed a four-year partnership with the Spanish national football federation to outfit both the men’s and women’s sides off the pitch, beginning with the 2026 FIFA World Cup, then the 2027 Women’s World Cup next summer, and running through at least the 2030 World Cup. Under the arrangement, the fashion house will provide complete travel wardrobes—including tailoring, casualwear, footwear, and leather goods—for all upcoming tournaments through 2030.

Starting with this summer’s tournament, the men’s collection features tailored suits with a discreet Loewe Anagram embroidered inside the sleeve, visible only when the jacket moves, alongside polo shirts, jackets, and trousers designed for ease of wear during travel. Accessories include XL Amazona 180 leather bags and large Puzzle bags. Before the World Cup began, players including Barcelona FC star Pedri, Rodri of Manchester City, and Athletic Bilbao’s Unai Simón Nico Williams were photographed by Bruno Staub at the team’s training complex in Las Rozas, outside Madrid, wearing the collection. “Collaborating with a national football team is never just about clothes: It is about identity, carried collectively,” the house said in a statement when the collection was unveiled in May.

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Winger Nico Williams wears a polo with a tailored blazer and trousers.

The partnership carries particular resonance given Loewe’s origins. Founded in Madrid in 1846—the house is marking its 180th anniversary this year—it is one of Spain’s oldest luxury brands. The German craftsman Enrique Loewe Roessberg joined the original workshop in 1872, giving the house its name and its distinctive pronunciation: “lo-eh-vay,” not “low.” Loewe has been part of LVMH—the French luxury conglomerate that owns Louis Vuitton, Dior, Moët & Chandon, and Tiffany & Co.—since 1996.

The timing of the partnership is notable beyond the anniversary. Spain will be co-hosting the 2030 World Cup alongside Portugal and Morocco, marking the first time the tournament will span three continents. (Three opening matches will be played in South America across Uruguay, Argentina, and Paraguay to mark the centenary of the inaugural 1930 tournament.) For Loewe, aligning with Spain’s national teams through that cycle places the brand alongside the country’s most globally visible cultural ambassadors at a moment when Spanish football sits at the top of the sport. The men’s team is currently ranked second in the global FIFA standings, while the women’s team—the reigning World Cup champions—holds the No. 1 spot.

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A discreet LOEWE anagram can be seen embroidered inside the sleeve of goalkeeper Unai Simón’s blazer.

The deal reflects a broader and accelerating convergence between high fashion and football. Nike and Jacquemus teamed up on France’s warmup kit, which the team will wear on the pitch before matches during the World Cup. Burberry recently launched a campaign titled “A Good Sport” featuring Premier League stars Declan Rice and Eberechi Eze as well as USWNT defender and Olympic champion Naomi Girma along with a wider cast that includes Ted Lasso star Jason Sudeikis and Romeo Beckham. Shot from a fan’s perspective against match day settings, the campaign pairs soccer imagery with Burberry’s signature trench coats and House Check scarves, alongside new additions such as the Primrose bag and Knight Runner sneakers.

Hugo Boss has a similar arrangement to Loewe, at least for one tournament, designing off-field suits for the U.S. Men’s National Team. Montreal-based luxury brand Mackage was also named the official outfitter of the Croatian national team, providing a capsule collection of technical outerwear and knitwear built around Croatia’s national colors.

Spain opens its group stage campaign today against Cape Verde in Atlanta at 12 p.m. eastern, before facing Saudi Arabia on June 21, also in Atlanta at noon, and closing out the group stage against Uruguay on June 26 in Guadalajara at 8 p.m. For U.S.-based viewers, all games will be broadcast and streamed via Fox Sports.

Rachel King (she/her) is a news writer at Town & Country. Before joining T&C, she spent nearly a decade as an editor at Fortune. Her work covering travel and lifestyle has appeared in Forbes, Observer, Robb Report, Cruise Critic, and Cool Hunting, among others. Originally from San Francisco, she lives in New York with her wife, their daughter, and a precocious labradoodle. Follow her on Instagram at @rk.passport.