Jun 30, 2026

Erling Haaland's Luxury Hermès Bags Steal Spotlight at World Cup

By Afolabi Olaiya Idowu in sport

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June 30, 2026- In the high-stakes world of international soccer, where goals, grit, and glory dominate headlines, Norwegian superstar Erling Haaland has added an unexpected accessory to his arsenal: a stunning collection of Hermès luxury handbags.

As Norway competes in its first FIFA World Cup in nearly three decades, the Manchester City striker’s fashion choices are generating as much buzz as his on-pitch heroics—prompting both admiration and online backlash that cuts to the heart of evolving notions of masculinity in sports.

At six-foot-five with flowing shoulder-length blonde hair evoking his Norse heritage, Haaland is no stranger to commanding attention.

The 25-year-old (or however old he is in 2026) has already made history in this tournament, scoring a brace in each of his first two appearances—a feat achieved by only a handful of players ever. But off the field, it’s his bags turning heads.

Stylist and TikToker Jack Savoie spotlighted Haaland’s collection in a viral video that amassed over 10 million views.

Savoie clarified that many pieces are actually Haut à Courroies (HAC) models—the taller, narrower precursors to the iconic Birkin, originally designed in the late 19th century for carrying equestrian gear. Highlights include:

A special “Endless Road” HAC in bone color with blue and gray leather patchwork depicting a mountain highway scene, spotted as Haaland deplaned in North Carolina.
A moss-colored canvas HAC.
A striking black-and-orange checkerboard HAC.
Even a moment of “doubled up” chic, with girlfriend Isabel Haugseng Johansen’s Birkin 25 tucked inside one of his larger HAC 50s.

Haaland isn’t alone among soccer elites embracing high-end carryalls. Lionel Messi travels with a pocket-filled cargo HAC 40, Virgil van Dijk sports a putty gray leather version, and David Beckham has been seen with oversized XL pieces.

The French national team arrived en masse with Hermès, Chanel, and Louis Vuitton bags, including standout items like Marcus Thuram’s bright green suede maxi flap and Rayan Cherki’s Hermès Kelly Maxi.

The reaction has been predictably polarized. Social media posts of Haaland on the tarmac drew homophobic comments and questions about his masculinity, with one Instagram user lamenting, “I will never understand why a grown man wants to carry a handbag.” Others celebrated it: “So this is how I find out Haaland is a baddie???”

Savoie sees a broader cultural shift. “For so long people have been told what they can and can’t wear, but there’s this shift where people are saying, ‘I don’t care.’ If it makes me happy, I’m going to wear this in the way I want to wear it.”

He notes male athletes increasingly sporting high-end jewelry, even pieces with feminine associations, and points out the historical irony: Hermès bags originated from practical, rugged equestrian use, not gendered luxury.

“Haaland’s mix of physical prowess with stellar taste just adds another layer to his lore,” Savoie added.

The bags humanize the goal-scoring machine, broadening his appeal beyond traditional soccer fans to fashion enthusiasts and those challenging rigid gender norms.

This isn’t the first time sports and style have intersected provocatively. Athletes like David Beckham long blurred lines with metrosexual aesthetics, while NBA stars and others have normalized luxury fashion and accessories.

Yet in a hyper-masculine domain like professional soccer—especially during a global showcase like the World Cup—the conversation reignites debates about authenticity, performance, and personal expression.

Critics worry it distracts from athletic merit; supporters argue it reflects a more inclusive, confident era where “beautiful things” transcend gender.

Haaland himself appears unfazed, letting his play (and perhaps his bags) do the talking. Norway’s deep run could amplify the story further, turning a personal style choice into a cultural flashpoint.

As the tournament unfolds in the U.S., one thing is clear: Erling Haaland isn’t just carrying Norway’s hopes—he’s carrying a statement about modern manhood, one luxurious handbag at a time.

Whether it inspires copycats or more eye-rolls, his collection underscores how even the world’s most elite athletes are rewriting the rules off the pitch.