women’s Rugby Poised to Disrupt Fashion Industry, Forecasts Suggest £110M Empire by 2035
A groundbreaking report predicts that the biggest story in fashion won’t emerge from traditional hubs like Paris or Milan, but from the world of women’s rugby, perhaps culminating in the sale of a player-founded fashion and beauty empire, PETL, for £110 million by 2035. The projection, detailed in “Vision 2035: A Decade to Imagine Women’s Sport” released in July by Havas Play, envisions a seismic shift in the intersection of athletics and style.
The report, rooted in futurology, presented five inspirational scenarios to stimulate collective inventiveness, with PETL serving as a key example. This vision builds on the success of the 2025 Women’s Rugby World Cup, which drew a television audience of 12 million and boasted a sold-out final, though the long-term impact on participation in Premiership Women’s Rugby remains to be seen.
However, the potential extends far beyond viewership numbers. PETL’s core concept is inspired by the confidence, resilience, intelligence, and powerful femininity embodied by women’s rugby athletes. “Vision 2035” charts PETL’s trajectory, from its purpose-led beginnings to outfitting the Red Roses at the USA 2033 games and ultimately being acquired by a major fashion holding company, sparking a broader “rugby wellness trend.”
While initially theoretical, momentum towards a PETL-like brand is rapidly building. Ilona Maher’s influence and advocacy have continued to grow, attracting attention from major brands. In October, Mattel released its first muscular Barbie modeled after Maher, and just two weeks prior, she collaborated with Maybelline to rigorously test their Super Stay Matte Ink product during rugby training.
This “red Rose takeover” is also evident in England, with Ellie Kildunne appearing on the cover of Stylist magazine and Holly Aitchinson gracing the cover of The Sunday Times Style. Sadia Kabeya has partnered with Gilbert to create a satin scrum cap designed for those with textured hair, and Tatyana Heard has been appointed the inaugural ‘sports ambassador’ for the british Beauty Council.These examples illustrate established brands recognizing the appeal of women’s rugby.
Though,the central idea of PETL – a brand built by sportswomen for women – is now becoming a reality. Days after the “Vision 2035” report was published, Below the Shoulder was founded by Jess Breach, Zoe Harrison, sarah Bern, and Emma swords of Quins. Their online manifesto boldly states: “Lineouts and lipgloss can share the same spotlight and we’re not shying from that. Our bodies are built to style, to dress, to perform and to be proud of.”
The brand launched with a range of baby tees featuring playful and provocative slogans. While their social media following currently stands at 10,000 across Instagram and TikTok, the founders’ established fanbases and authentic brand identity suggest notable growth potential. Endorsed by World cup-winning teammates like ellie Kildunne, Below the Shoulder is already gaining visibility at PWR matchdays. A senior official suggested that the brand would be an instant success if and when Style Of Our Own – the innovative women’s sport retailer – returns.
The brand has faced some scrutiny, with The Telegraph reporting a “copy cat claim,” but many believe it signals the beginning of a wave of player-founded brands emerging from women’s rugby.
Ultimately, the responsibility for shaping this future extends beyond the players themselves. As one industry leader stated, “each one of us – whether we represent brands, rightsholders, or agencies – can definitely help shape the future we want to see.” The call to action is clear: celebrate the unique qualities of women’s sports, collaborate with the athletes driving the narrative, and invest in innovative ideas that will define the landscape in 2035.
Havas play remains committed to building on the momentum of 2025, and welcomes further visions for the next decade, eager to collaborate and shape the future of women’s sport.
