Haaland’s luxury bags communicate the new fashion for men

I saw the rapper years rhymes Averagekidluken in the song Go (2025).

Rap, especially performed by men, has long borrowed the ethos and concepts of elite sports.

Secondly The wealthy style of dressing that belongs to rap and hip-hop cultures manifests itself even more spectacularly on sports fields. It tells about the phenomenon how Mood –of the Norwegian superstar mentioned in the song Erling Haalandin25, luxury bags are attracted attention in the soccer World Cup.

The matter was raised by a US fashion influencer Jack Savoiewhose Tiktok video of Haaland’s and other soccer stars’ bags published in June has garnered millions of views.

Haaland is particularly noted with French Hermès bags, many of which are Haut à Courroies (HAC). Originally designed for carrying saddles and riding boots at the beginning of the 20th century, the model preceded Hermès’ famous Birkin bag, which Haaland has also used.

Individual HAC and Birkin bags can cost tens of thousands of euros. The value of Haaland’s entire collection is suspected reaching almost 300,000 euros.

Luxury bags have recently been in vogue at the top of football, as French players have also been seen wearing Hermès, Louis Vuitton and Chanel bags. For example Marcus Thuram has been wearing bright green Chanel designed in collaboration with the pop star by Pharrell Williams with.

Also Lionel Messi has moved with the very rare Hermès Cargo HAC 40 bag designed for travel.

Jyväskylä university professor of sociology Terhi-Anna Wilska notes that luxury has always been part of the image of top athletes.

“More than that is even expected from stars. Old money has been associated with glitz and subtlety, but the prosperity of athletes is thought of as new money that can be shown,” says Wilska.

“Prosperity is not always underlined or talked about, but at the same time it is allowed to be seen and made known.”

Wilska has studied especially consumption as well as written by advertising collaborations between brands and top athletes.

Luxury bags, especially the Birkin model, have traditionally been considered feminine accessories. According to Wilska, this is a newer phenomenon in the fashion of male athletes.

“It’s not traditional dude masculinity, but builds a more androgynous image and communicates the mixing of gender roles. You can think that football players David Beckham started this kind of metrosexual style in the early 2000s.”

In recent years has been reported about the growing popularity of perfumes among young men. According to Wilska, the popularity speaks to the same phenomenon as the luxury bags of football players.

“Young men choose more feminine elements in their style than before. We decorate ourselves more than before.”

On the other hand, more traditional masculine status symbols are present at the same time:

“Haaland also has a car collection. These aspects are not mutually exclusive.”

Hermesin bags are known for the fact that, like many other ultra-luxury products, money alone is not enough to buy.

“Value is created by the rarity of products, and even the rich have to wait a long time for them,” says Wilska.

According to Wilska, this could hint at some kind of cooperation between Haaland and Hermès.

“But of course I can’t know about that.”