Uruguay's Rural Roots Inspire World Cup Fashion

Uruguayan fashion designer Gabriela Hearst has created the off-pitch uniforms for her home country's national soccer team for the upcoming 2026 World Cup. Hearst, who previously led the luxury fashion house Chloe, draws profound inspiration from her rural upbringing in Uruguay, where clothing held deep personal significance.

She emphasizes the enduring value of craft in an era increasingly dominated by artificial intelligence. Hearst believes that while football remains a powerful global connector for South America, fashion, film, and music are also gaining significant international traction, showcasing Uruguayan culture.

Her environmentally conscious designs are rooted in the quality and natural luxury of her childhood. Growing up, clothing was not frequently replaced but was tailored and tied to life's milestones, often passed down through generations. This philosophy translates into her use of repurposed Uruguayan merino wool and collaborations with skilled artisans.

Hearst views the current digital revolution and climate change as transformative forces, much like the early Industrial Revolution. She asserts that this era will elevate the importance of human creativity, authenticity, and handmade work, providing essential meaning and comfort.