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There was a time when footballers’ wives and girlfriends were famous simply for being footballers’ wives and girlfriends.
The original WAG era, immortalised by Victoria Beckham, Coleen Rooney and Cheryl Tweedy, was dominated by paparazzi photos, nightclub appearances and front-page tabloid headlines.
Fast forward to 2026, and a new generation has taken control.
They’re calling it #WagTok.
As England's stars vie to win the World Cup in North America this summer, the women supporting them are generating almost as much interest online as the players themselves.
Across TikTok and Instagram, England’s WAGs are documenting private jet journeys, designer shopping trips, matchday preparations, luxury holidays and family life to audiences that stretch into the hundreds of thousands.
Some monetise every outfit through affiliate links. Others land fashion campaigns, magazine covers and talent agency representation.
And a few even deliberately avoid social media altogether.
Together, they have created an entirely new corner of the internet where football, fashion, luxury lifestyles and family content collide.
And as England’s players chase glory on the pitch, #WagTok is proving to be one of the tournament’s biggest off-field stories.
Megan Pickford: The queen of WagTok luxury
If one person perfectly embodies the new WagTok phenomenon, it is Megan Pickford.
The wife of England goalkeeper Jordan Pickford has become one of the standout stars of #WagTok, building an audience of more than 140,000 followers on Instagram and thousands more on TikTok.
Her content offers a glimpse into a lifestyle that many viewers find irresistible.
Earlier this week, ahead of England’s tournament campaign, Megan posted a viral TikTok documenting her search for matchday outfits.
Travelling by private chauffeur while enjoying champagne and chocolate truffles, she headed to Selfridges for a private shopping appointment with one mission: finding the perfect England wardrobe.
Megan, the wife of England goalkeeper Jordan Pickford, has become one of the standout stars of #WagTok, building an audience of more than 140,000 followers on Instagram
The video showed off her luxury fashion haul. There were Celine jackets, designer handbags, caps and Chanel shoes. At one point she asked staff to measure her handbags after discovering stadium regulations only permit bags below a certain size.
’The theme is blue, red and white only,’ she explained while holding up her husband’s England shirt to match outfits against.
Even the soundtrack, Madonna’s Material Girl, was a nod to the extravagant shopping spree unfolding on screen.
Yet her other content isn’t entirely luxury-focused. Alongside the designer labels and matchday preparations, Mrs Pickford regularly shares family moments with the couple's three children. Other videos show her supporting her goalkeeper husband on the golf course, jokingly referring to herself as a ’golf WAG’.
Ellie Watkins: Turning WAG life into a business
While Megan Pickford leans into luxury content, Ellie Watkins represents a different side of modern WAG culture.
The wife of England striker Ollie Watkins has successfully transformed her social media presence into a commercial platform, blending fashion, motherhood and lifestyle influencing.
Her recent content has focused heavily on Miami, where she accompanied Watkins ahead of England's summer commitments.
’I am so excited for a US summer,’ she told followers after arriving in Florida.
Documenting the trip in real time, the WAG shared outfit videos, hotel updates and glimpses into life abroad while explaining that their children would join them later.
Like many influencers, Ellie links her outfits through the affiliate shopping platform LikeToKnowIt, earning commission when followers purchase featured items.
Ellie married Watkins last year in a wedding that featured in Vogue, cementing the couple’s place among football's new power pairings. Before becoming an influencer, she worked as an interior designer, but social media has increasingly become a full-time business.
Ellie married England striker Ollie Watkins last year in a wedding that featured in Vogue
The former interior designer has successfully transformed her social media presence into a commercial platform – blending fashion, motherhood and lifestyle influencing into one
Tolami Benson: The fashion industry's favourite football partner
If any England WAG is currently experiencing a meteoric rise, it is Tolami Benson.
The fiancée of Arsenal and England star Bukayo Saka has become one of the most recognisable women associated with the national team despite maintaining a relatively low profile compared with traditional influencers.
Miss Benson has already secured campaigns with River Island, featured prominently at the British Fashion Awards and built an audience approaching 300,000 followers.
She is also signed to United Talent, the agency representing stars including Kylie Minogue and Timothée Chalamet.
Most recently, she featured heavily in Saka’s new Disney+ documentary, appearing within the opening moments of the film and offering a rare insight into their relationship.
’He was 17, I was 17, turning 18,’ she explains. ’Everything around us shifted very quickly.’
Unlike some football partners, Tolami maintains a successful career outside social media too. After studying public relations and media at Birmingham City University, she built a career in advertising and currently works as a planning executive.
British Vogue recently credited her with helping revive WAG fever during the Euros in 2024.
The fiancée of Arsenal and England star Bukayo Saka has become one of the most recognisable women associated with the national team, despite keeping a relatively low profile
She featured heavily in Saka's new Disney+ documentary, appearing in the opening moments of the film and offering a rare insight into their relationship. The pair met when they were 17
Kate Kane: The original football sweetheart
While newer WAGs are building influencer careers, Kate Kane remains the blueprint.
The wife of England captain Harry Kane had been by the striker’s side long before sponsorship deals, international tournaments and global superstardom.
The pair met as children while attending the same school once attended by David Beckham and have grown up together throughout Kane’s extraordinary rise.
Unlike some of her peers, Kate’s social media remains overwhelmingly focused on family life and supporting Harry’s career.
Almost every image centres on the England captain, their children or football-related events.
Even her commercial partnerships reflect this approach. A recent collaboration with jewellery brand Loquet saw proceeds directed towards the Harry Kane Foundation, the mental health charity established by her husband.
A sports science graduate and former fitness instructor, Kate has never appeared interested in becoming a celebrity independent of Harry. Yet with nearly 300,000 followers, her authenticity may be precisely why audiences continue to engage with her content.
Kate has never seemed interested in becoming a celebrity. Yet with nearly 300,000 followers, her authenticity may be precisely why audiences continue to engage with her content
Unlike some of her peers, Kate Kane's social media remains overwhelmingly focused on family life and supporting Harry's career. The pair were childhood sweethearts and have four children
Ashlyn Castro: The Professional WAG
Jude Bellingham’s girlfriend Ashlyn Castro has quickly become one of football’s most talked-about partners, bringing with her an established social media presence and a level of celebrity that extends well beyond the world of football.
With more than 600,000 Instagram followers, Castro had already built a sizeable audience before her relationship with the England and Real Madrid star became public.
Some observers have labelled her a ‘professional WAG’. Before dating Bellingham, Castro was linked to several famous names, including actor Michael B Jordan and NBA player Terance Mann, helping to cement her place within #WagTok.
While the pair generally keep their private life away from the spotlight, she has occasionally fuelled speculation by reposting Real Madrid content featuring the midfielder.
Bellingham, meanwhile, appears equally supportive of Castro’s social media posts. The midfielder has regularly interacted with her posts, often leaving heart emojis in the comments section.
With more than 600,000 Instagram followers, Ashlyn Castro had already built a sizeable audience before her relationship with Real Madrid star Jude Bellingham became public
Lucia Loi: The New Influencer
Unlike many football partners who have built careers around fashion, beauty and luxury lifestyles, Marcus Rashford’s girlfriend Lucia Loi is carving out a different niche.
After spending years largely out of the public eye, Loi has recently returned to social media with a renewed focus, documenting her everyday life for a growing audience that now exceeds 100,000 followers on Instagram.
Her resurgence has coincided with Rashford’s move to Barcelona, where she shows followers a glimpse into her life in Spain.
Rather than focusing on designer wardrobes or glamorous events, Loi’s content shows wellness, healthy living and daily routines.
Her posts regularly feature home-cooked meals, dinner ideas, smoothie recipes and snippets of her fitness regime. And in doing so, she is emerging as one of football’s newest lifestyle influencers.
Lucia Loi and boyfriend Marcus Rashford moved to the country after the footballer signed with FC Barcelona
The anti-influencers
Naima Corbin, wife of Eberechi Eze, has no public social media presence despite marrying one of England's biggest stars. A King’s College London graduate, she works as an intensive care nurse and met Eze while studying for GCSEs in Greenwich.
Similarly, Mia-Florence McClenaghan, the long-term partner of Reece James, has largely stepped away from public social media despite boasting credentials that include a law degree from Royal Holloway and work at a legal advice centre supporting prisoners with family law issues.
Olivia Kate Parvia, who is dating midfielder Elliot Anderson, is also a practising lawyer and keeps her social media private.
Rebecca Burnett, wife of Jordan Henderson, remains absent online despite being married to one of England’s most recognisable players. Having known Henderson since their teenage years in Sunderland, she has consistently chosen privacy over publicity.
Naima Corbin, wife of Arsenal player Eberechi Eze, has no public social media presence at all
Layla Roye, Kobbie Mainoo's girlfriend. Signed to a modelling agency and studying fashion business, she possesses many of the ingredients required to become a future WagTok star
Even Anthony Gordon’s girlfriend Annie Keating, a make-up artist and childhood sweetheart, keeps an extremely low profile.
Then there is Layla Roye, Kobbie Mainoo's 22-year-old girlfriend. Signed to a modelling agency while studying fashion business and promotion at university, she already possesses many of the ingredients required to become a future WagTok star.
But perhaps the most telling sign of how influential football families have become comes from Mainoo’s own relatives. His sister Ama has built a growing social media following documenting family life and travel, while his brother, Jordan Hames, already boasts hundreds of thousands of followers after appearing on Love Island.
Football fame no longer belongs solely to the players.
The families, partners and support networks around them are increasingly becoming celebrities in their own right.
And as England’s stars continue their summer campaign, millions of fans won't just be watching what happens on the pitch.
They’ll be watching #WagTok too.
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