The Super Bowl LX halftime show highlighted how sports entertainment has evolved into a true fashion showcase, bringing together artists, emerging brands, and global collaborations in a high-profile spectacle.
The Halftime Show as a True Global Showcase
The halftime concert reaffirmed the Super Bowl’s role as an international fashion platform. According to The Guardian and Forbes, Bad Bunny opted for a custom-tailored white suit from Zara, accented by a jersey bearing the number “64,” in tribute to his mother, Lysaurie Ocasio. The styling, handled by Storm Pablo and Marvin Douglas Linares, was presented as a way to reclaim his image, favoring a mainstream brand for a moment of extremely high visibility. The performance also included elements from the worlds of watches and sneakers: SCMP mentions an Audemars Piguet Royal Oak watch as well as “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-designed piece by Luar, created by Raul Lopez. According to several reports, this choice propelled the young brand into the luxury spotlight, illustrating just how blurred the line between emerging designers and mainstream events is becoming. Luar’s journey from a small studio to the Super Bowl stage shows just how rapid the rise can be for these brands seeking international recognition and legitimacy.
The “gray carpet” and pre-game arrivals
Pre-game appearances, often referred to as the “gray carpet,” offered a contrasting blend of luxury and practical style. Justin Bieber, for example, turned heads by wearing Balenciaga, while Hailey Bieber opted to play with sculptural lines from Alaïa. This choice speaks volumes about the trend of showcasing designer signatures while maintaining a more urban and laid-back attitude. These style choices illustrate this hybrid approach quite well, in a way.
Athletes and Stars: Clothing as a Form of Expression
Several athletes have turned their walk through the tunnel into full-fledged media moments. Stefon Diggs, for example, paired a vintage Chanel coat with Jacquemus moon boots, while carrying a Hermès bag—a look that, according to some reports, sparked discussion about this bold mix of style codes. Cooper Kupp, for his part, opted for a workwear-style outfit by Carhartt. As for Jaxon Smith-Njigba, spotted in a Thom Browne bomber jacket, this confirms that fashion houses are now becoming part of the sports world. These outfits aren’t just about making a good impression; they also play a role in building a personal image and in the context of commercial collaborations.
Campaigns and Collaborations: Fashion in Super Bowl Ads
Super Bowl weekend was also marked by major marketing campaigns. According to sources, Levi’s released a significant video for its “Behind Every Original” campaign, featuring various personalities such as Doechii, Questlove, and Rosé of Blackpink. Thom Browne organized a live fashion show titled “GQ Bowl,” which was streamed online, while Abercrombie & Fitch collaborated with the NFL to present a pre-game fashion show. All of this demonstrates just how crucial 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 sportswear labels at this event clearly signals a realignment of hierarchies in the world of fashion. According to Forbes and The Guardian, the fact that a superstar wears Zara during halftime clearly indicates that media exposure can redefine the symbolic value of a mass-market brand. At the same time, the presence of traditional luxury brands, combined with sports collaborations, highlights a double-edged strategy: making the brand image accessible while retaining a certain prestige, so to speak.
In summary
Super Bowl LX further confirmed that this event extends 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 offered a good snapshot of the industry’s current dynamics. The images and fashion choices on display will likely remain key examples for analyzing how celebrities and brands navigate visibility, legitimacy, and commerce on a global scale.
Source: Noah Wire Services