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The Super Bowl, long a nexus of sports and entertainment, has increasingly become a significant platform for fashion, blurring the lines between athletic prowess and sartorial statements. The 2026 Super Bowl LX was no exception, witnessing a remarkable convergence of high fashion, streetwear, and strategic brand partnerships that captivated audiences both on and off the field. This report delves into the most prominent fashion brands that dominated conversations, from celebrity game day attire and halftime show ensembles to impactful commercials and official collaborations.
Halftime Show: A Global Fashion Stage
The highly anticipated halftime show, headlined by Bad Bunny and featuring a surprise appearance by Lady Gaga, served as a global runway for both established and emerging fashion brands. Bad Bunny, known for his distinctive style, made a notable choice by wearing a custom white suit and an “Ocasio 64” jersey from Zara. This selection by a high street brand for such a monumental event underscored a growing trend of accessibility in high profile fashion moments. Complementing his look, Bad Bunny also debuted a new colorway of his Adidas collaboration, the “BadBo 1.0” sneakers, further solidifying the sportswear giant’s presence. Lady Gaga, joining the performance, showcased a custom design by Luar, an emerging luxury brand by Raul Lopez, which garnered significant attention and cemented its high fashion credibility.
Fashion’s Unmistakable Presence
The 2026 Super Bowl LX undeniably marked a significant moment for fashion, demonstrating its pervasive influence across all facets of the event. From the global stage of the halftime show to the individual style statements of celebrities and athletes, and the strategic marketing efforts of major brands, fashion was an integral part of the Super Bowl narrative. The most mentioned and impactful fashion brands included:
| Brand | Key Mentions & Impact |
| Zara | Bad Bunny’s custom halftime show outfit, generating massive high street visibility. |
| Adidas | Bad Bunny’s “BadBo 1.0” sneaker debut during the halftime show. |
| Levi’s | Major Super Bowl commercial campaign (“Behind Every Original”) featuring diverse celebrities. |
| Thom Browne | Hosted the “GQ Bowl” runway show and dressed several celebrities, including Teyana Taylor and Jaxon Smith Njigba. |
| Luar | Lady Gaga’s custom halftime show ensemble, boosting the brand’s high fashion profile. |
| Balenciaga | Worn by Justin Bieber, maintaining its luxury streetwear presence. |
| Alaïa | Worn by Hailey Bieber, showcasing its distinctive design. |
| Abercrombie & Fitch | Partnered with the NFL for a pre-Super Bowl runway show, indicating a brand resurgence. |
| New Era | Consistently present as the go to brand for game day caps and fan attire. |
| Chanel | Worn by Stefon Diggs, highlighting luxury vintage fashion. |
| Jacquemus | Featured in Stefon Diggs’s notable Jacquemus x Moon Boots, part of his Super Bowl week fashion. |
Celebrity Game Day Style and the “Gray Carpet”
Beyond the halftime spectacle, the Super Bowl has evolved into a de facto fashion event, with celebrities and players alike making bold statements with their game day attire. This year saw the rise of the “gray carpet”, a term coined for the pre game arrivals where players and celebrities showcase their meticulously curated looks. Among the most talked about ensembles were:
Balenciaga and Justin Bieber
Justin Bieber in Balenciaga, a brand synonymous with avant garde luxury.
Alaïa and Hailey Bieber
Hailey Bieber in Alaïa, known for its sculptural and body conscious designs.
Thom Browne and Teyana Taylor
Teyana Taylor, who attended the exclusive GQ Bowl event, was seen in Thom Browne, a brand celebrated for its distinctive tailored aesthetic.
Professional Players Collabs
Professional Players also leveraged the pre game tunnel walks to express personal style and even launch brand ambassadorships. Notable mentions include:
Stefon Diggs
Stefon Diggs (Patriots), who made headlines not only for his game day outfit but also for his Super Bowl week fashion, which included a vintage Chanel coat, Jacquemus x Moon Boots, and a rare Hermès Birkin bag.
Cooper Kupp
Cooper Kupp (Seahawks), who embraced a workwear inspired look featuring a navy Carhartt jacket.
Jaxon Smith-Njigba
Jaxon Smith-Njigba (Seahawks), who sported a navy suede bomber jacket from Thom Browne, highlighting the brand’s growing influence in athletic circles.
Christian Gonzalez
Christian Gonzalez (Patriots), seen in a brown wool felt jacket from Bottega Veneta and an Enfants Riches Déprimés T-shirt.
Drake Maye
Drake Maye (Patriots), who opted for a sophisticated look with Gucci horsebit loafers and a matching Gucci bag.
Blue Ivy Carter
Blue Ivy Carter was spotted in Off White, and Coco Jones wore Karl Kani, showcasing the diversity of brands represented.
Brand Partnerships and Commercials: Beyond the Field
The Super Bowl is equally renowned for its high stakes advertising, and 2026 saw several fashion brands making significant investments in commercials and strategic partnerships:
Levi’s Behind Every Original
Levi’s launched its “Behind Every Original” campaign with a major Super Bowl film, featuring a diverse cast including Doechii, Questlove, and Rosé from Blackpink. The commercial cleverly focused on the “backstories and backsides” associated with their iconic denim, generating considerable buzz.
Thom Browne’s GQ Bowl
Thom Browne expanded its presence beyond celebrity dressing by hosting the “GQ Bowl,” a livestreamed runway show of its Fall 2026 collection, further cementing the brand’s association with the event.
Abercrombie & Fitch Pre Super Bowl Runway Show
Abercrombie & Fitch also made a strategic move by partnering with the NFL for a pre Super Bowl runway show, signaling a renewed push into fashion forward collaborations.
New Era’s Unmatched Presence
New Era continued its ubiquitous presence, being recognized as the “crown of game day attire” for its popular caps, a staple for fans and celebrities alike.
