The Super Bowl LX halftime show highlighted the evolution of sports entertainment into a true fashion showcase, bringing together artists, emerging brands, and global collaborations in a highly publicized spectacle.
The halftime show as a true global showcase
The halftime show confirmed the Super Bowl's role as an international fashion platform. According to The Guardian and Forbes, Bad Bunny opted for a white tailored suit from Zara, accented by a jersey bearing the number "64" in tribute to his mother, Lysaurie Ocasio. The styling, entrusted to Storm Pablo and Marvin Douglas Linares, was presented as a way of reclaiming his image, favoring a mainstream brand for a moment of high visibility. The performance also included elements related to the world of watches and sneakers: SCMP mentions an Audemars Piguet Royal Oak watch and "BadBo 1.0" sneakers, the result of a collaboration with Adidas, which were visible on stage.
Lady Gaga and the rise of a young emerging fashion house
Lady Gaga, as a surprise guest, wore a custom-made piece designed by Luar by Raul Lopez. According to several reports, this choice propelled the young fashion house into the luxury spotlight, illustrating how the line between emerging designers and mainstream events is becoming increasingly blurred. Luar's transition from a workshop to the Super Bowl stage shows how quickly brands seeking international recognition and legitimacy can rise to prominence.
The "gray carpet" and pre-game arrivals
The pre-event appearances, often referred to as the "gray carpet," offered a contrasting mix of luxury and practical style. Justin Bieber, for example, attracted attention by wearing Balenciaga, while Hailey Bieber preferred to play with sculptural lines from Alaïa. This choice speaks volumes about the trend of showing off designer labels while maintaining a more urban and relaxed attitude. These style choices illustrate this hybrid logic, in a way.
Players and stars: clothing as a form of expression
Several athletes turned their walk through the tunnel into a media moment. Stefon Diggs, for example, paired a vintage Chanel coat with Jacquemus moon boots, while sporting a Hermès bag, which, according to some accounts, fueled discussion about this bold mix of style codes. Cooper Kupp opted for a workwear-style outfit by Carhartt. As for Jaxon Smith-Njigba, spotted wearing a Thom Browne bomber jacket, this confirms that fashion houses are now becoming part of the sporting world. These outfits are not just for making a good impression, they also play a role in building a personal image and in commercial collaborations.
Campaigns and collaborations: fashion in Super Bowl advertising
Super Bowl season was also marked by major marketing campaigns. According to sources, Levi’s launched a significant film for its “Behind Every Original” campaign, featuring various personalities such as Doechii, Questlove, and Rosé from Blackpink. Thom Browne organized a live fashion show called "GQ Bowl," which was streamed online, while Abercrombie & Fitch collaborated with the NFL to present a pre-game fashion show. All of this shows how important this weekend is for brands seeking to reposition their image and capture global attention.
Cultural and commercial implications
The joint presence of ready-to-wear brands, luxury houses, and sports labels at this event clearly shows a reorganization of hierarchies in the world of style. According to Forbes and The Guardian, the fact that a superstar wears Zara at halftime clearly shows that media exposure can redefine the symbolic value of a mainstream brand. At the same time, the presence of traditional luxury figures, combined with sports collaborations, highlights a double-edged strategy: making the image accessible while maintaining a certain prestige, so to speak.
In summary
Super Bowl LX further confirmed that this event has gone far beyond the realm of sports to become a true fashion phenomenon today. Between political messages conveyed through clothing, showcases for young designers, and well-oiled marketing strategies, this weekend provided a good sample of the current dynamics of the sector. The images and clothing choices that were on display will likely remain key examples for analyzing how celebrities and brands juggle visibility, legitimacy, and commerce on a global scale.
Source: Noah Wire Services