Celebrities and sports stars like Kim Kardashian and Serena Williams have been seen at soccer games in recent times.
While the model Mia Green wore an Arsenal shirt at Paris Fashion Week this year.
With soccer having the cool factor, sportswear giants like Adidas and Puma want to take advantage, and reach a new customer base.
Adidas launched an 'exclusively off-pitch' apparel collection for some of the big-name teams it sponsors.
The Women's World Cup showed there is huge unmet demand for soccer-related merchandise for women.
Nike even drew a backlash from fans for not offering replica kits for England's Mary Earps and other goalkeepers playing in the competition.
One club trying to appeal as a fashion force is Greek side Athens Kallithea.
Its campaigns show women wearing unisex tops, which are styled as smart casual clothing to wear out for dinner.
The ranges are designed to appeal beyond a club's traditional fan base.
English Premier League side Crystal Palace is also alert to soccer's new fashion trend.
They hired Kenny Annan-Jonathan as creative director focused on apparel.
He is expected to expand the range of clothing offered by the Premier League club.
Liverpool and Newcastle United are also aiming to hire creative directors, in a trend that could change the dynamic between the clubs and their sponsoring brands.
Adidas and Puma have long been associated with streetwear and pop culture.
Recent data showed the German companies each spend two-thirds of their annual sponsorship outlay on soccer.
For Nike, soccer makes up just under half of its annual sponsorship spend, according to data.
As a result, football's fashionable turn could prove lucrative for both clubs and sportswear giants.
