Fashion
Fusing Tech, Style, And Culture
Feb
Meta partners with Kris Jenner, Chris Hemsworth, and Chris Pratt to spotlight Ray-Ban Meta AI glasses in a high-energy Big Game ad on February 9th. Directed by Matthew Vaughn (Argylle, Kingsman), the spot blends cinematic action and humor, showcasing how Meta AI enables real-time info, hands-free capture, and seamless navigation with Ray-Ban’s iconic style.
Directed by Matthew Vaughn
This year’s Super Bowl LIX held a number of fashion forging events and launches in a dazzling convergence of technology, high fashion, and cultural storytelling. With standout moments from Meta, RHUDE, and Bode redefining the intersection of sports and style, it’s clear that personal aesthetics live in and out of sports culture.
The ad highlighted Meta’s vision of AI as an everyday sidekick, enhancing experiences like capturing game-day reactions, accessing stats, and even decoding art.
Meta
Meta took center stage with its AI-powered Ray-Ban Meta glasses, launching a high-energy Super Bowl ad directed by Matthew Vaughn. Featuring Kris Jenner, alongside Chris Hemsworth and Chris Pratt, the campaign showcased the glasses’ seamless integration into daily life—from real-time information retrieval to hands-free content capture.
The ad highlighted Meta’s vision of AI as an everyday sidekick, enhancing experiences like capturing game-day reactions, accessing stats, and even decoding art. This campaign builds on Meta’s ongoing investment in AI wearables, including collaborations with Nigel Xavier, Emma Rogue, and Chance the Rapper, a blend of influences creating something fresh and functional.
Rhuigi Villaseñor’s RHUDE unveiled an exclusive Autumn/Winter 2025 collection at the House of Verizon in New Orleans, drawing inspiration from the city’s rich culture and the excitement of Super Bowl weekend.
Tiffany Sage/BFA.com
Rhuigi Villaseñor’s RHUDE brought its signature laid-back sophistication to the House of Verizon in New Orleans, debuting an exclusive Autumn/Winter 2025 collection inspired by the city’s rich culture and the electric energy of Super Bowl weekend.
Rhuigi Villaseñor’s RHUDE unveiled an exclusive Autumn/Winter 2025 collection at the House of Verizon in New Orleans, drawing inspiration from the city’s rich culture and the excitement of Super Bowl weekend. Attended by stars like Joe Burrow, Justin Jefferson, and Sexyy Red, the event marked RHUDE’s first partnership with a telecommunications company, blending fashion, sports, and storytelling in a tribute to New Orleans’ heritage.
BFA, RHUDE
The event, attended by stars like Joe Burrow, Justin Jefferson, and Sexyy Red, marked RHUDE’s first partnership with a telecommunications company, blending fashion with the spirit of sports. Villaseñor’s designs celebrated New Orleans’ heritage, offering a unique fusion of style and storytelling that resonated with the city’s vibrant atmosphere.
Rhuigi Villaseñor; RHUDE unveiled an exclusive Autumn/Winter 2025 collection at the House of Verizon in New Orleans, drawing inspiration from the city’s rich culture and the excitement of Super Bowl weekend. Attended by stars like Joe Burrow and Sexyy Red, the event marked RHUDE’s first partnership with a telecommunications company.
Tiffany Sage/BFA.com
Bode, the brand known for its heirloom-inspired designs and upcycled textiles, made waves at the inaugural GQ Bowl fashion show. Designer Emily Adams Bode Aujla presented a collection under the Bode Rec. sublabel, drawing inspiration from American football’s traditions of vintage varsity jackets and high school homecoming parades.
NEW ORLEANS, LOUISIANA – FEBRUARY 07: (L-R) Emily Adams Bode Aujla and Will Welch attend the GQ Bowl at Hotel Peter and Paul on February 07, 2025 in New Orleans, Louisiana. (Photo by Monica Schipper/Getty Images)
Getty Images
The event, featuring athletes like Russell Westbrook and Roquan Smith, highlighted Bode’s growing influence in sports fashion. Smith even debuted Bode’s first sneaker collaboration with Nike, the Astro Grabbers, signaling the brand’s seamless entry into athletic style. Bode’s rise reflects a broader shift in sports fashion, where athletes are embracing narrative-driven, handcrafted designs that prioritize individuality and authenticity, as well as performance-driven aesthetics.
NEW ORLEANS, LOUISIANA – FEBRUARY 07: Offset attends the GQ Bowl 2025 on February 07, 2025 in New Orleans, Louisiana. (Photo by Phillip Faraone/Getty Images for GQ)
Getty Images for GQ
From Meta’s tech-forward vision to RHUDE’s cultural celebration and Bode’s nostalgic craftsmanship, this year’s Super Bowl “Fashion Week” underscored the evolving relationship between sports, fashion, and technology. Athletes have long been competitors and now they’re influencers, tastemakers, and storytellers more than ever. Using style to express their personal brands and reshape industry norms, sports and fashion continue to collide with innovation as the ultimate game-changers.
