wag culture.
kika gomes, hi, huge fan.
there’s a point in every race day, match day, or red carpet event where the camera will pan to not the athlete or the action but to her. the girlfriend in vintage dior or chanel or the wife with a hermès blanket draped on her lap with a diamond ring glinting in the light as she daintily claps or cheers from her ridiculously expensive seat.
she’s not just supporting. she’s performing.
welcome to the world of the wag—where personal branding meets emotional labor, and femininity is its own high-stakes sport.
the evolution of the wag archetype.
the term wag or wags was first coined in 2002; wag being an acronym for wives and girlfriends of any high profile athlete — the term’s first usage was by the British tabloids to refer to the wives and girlfriends of high-profile footballers, originally the england national football team.
it later became widely used in 2006 during the fifa world cup to refer to cheryl cole and victoria beckham despite the term being used casually before then. these women weren’t just spectators—they were characters in the spectacle.
but today’s version of a wag is much different; they’re a sleeker and savvier iteration of the word. she’s less of a tabloid character and more of a curated brand. the first instance of this is georgina rodrigues netflix documentary. camila galante’s beauty brand. antonella roccuzzo’s collaborations. alexandra saint mleux’s rhode campaign. the immediate adoration ( or lack thereof, in some instances ) have paved the way to instagram sponsorships and various other content, including but not limited to, brand deals and grwm’s sponsored by whatever brand is trending at the time.
being a wag is no longer about being pretty and present. its a whole career.
the trap of idealization.
on the surface, being a wag is aspirational. who wouldn’t want to be flown to monaco or dubai for a weekend? or to post a selfie and have it make international news…? to live a life where your single worry is what you’ll wear and what you’ll pack to your next destination?
the fantasy is a carefully crafted illusion. one where you’re expecting to be devoted yet independent; stylish but not vain. supportive without being overshadowing. to be silent until its time to show support.
we’re not idealizing these women for who they are — we’re idealizing them for what they represent; the perfect accessory. they’re the perfect pinterest board for feminity — ultimately crafted for the male gaze.
feminism in a gucci belt?
here’s the kicker: wags are often dismissed as vapid, shallow, or gold - digging — terms that thinly veil the discomfort that society faces with women who leverage charm, beuaty and social acumen in a high value lifestyle.
at the same time, they’re the faces of a modern hustle. many of them are businesswomen or influencers to some extent, at least in their own right. ideally, a wag can be both feminist and hyperfeminist, right…? is there really agency in self-stylization, or are we just packaging ourselves in a more palatable version of subservience?
there’s some power in choosing the preformance but there’s always going to be exhaustion when the only setting is “on.” and part of the reason is the fact that we can’t look away.
why can’t we look away…?
part of the obsession with wags is projection. the fantasy and illusion that they sell to us isn’t just wealth — its access. access to intimacy, to status. to a world where the problem is just designer sizing and not inflation. its gendered fairytale with balenciaga glass slippers and the built in plot twist: being replaced.
because beneath the photos and various soft launches lies the truth — wag culture is inherently precarious. today’s adoration can turn into tomorrows exile. one breakup, one cheating scandal, and the world you were welcomed into with open arms will slam its doors in your face.
the bottom line is wags are mirrors of what society prizes in women. of the way love is comodified and of the quiet preformance required to stay in the spotlight and to stay adored by the general public.
whether we want to be them, love them, or judge them… we’re all still watching and keeping them in the spotlight.
thank you so much for reading this essay.
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wish. — love, soleil.