Rabat — When you think about Erling Haaland as a football fan, his Viking-like play as a striker comes to mind, yet his luxurious taste in bags is what has become his most noticeable trait.
Across a string of recent public appearances, the Norwegian striker has quietly assembled what fashion watchers are calling one of the most interesting Hermès wardrobes seen on an athlete.
Rather than leaning on classic collector pieces, Haaland has been leaning toward Hermès’ stranger, more directional designs, the kind of pieces serious collectors chase rather than casual logo-hunters.
One standout is the “HAC Rock,” a piece that blends elements of a biker jacket with the structure of a Birkin, complete with exterior zips, pockets, and hardware that shifts the entire silhouette into something unexpected.
Another eye-catching piece, the “HAC Endless Road,” turns the idea of travel into wearable art, using layered, landscape-style panels that evoke movement.
For an athlete whose life is a constant rotation of airports and training grounds, the choice feels less like a costume and more like a natural extension of his lifestyle and aesthetic.
There’s also a quieter side to his rotation; a large Hermès piece in toile with leather trim shows a different kind of confidence.
The ability to carry something oversized and simply make it look normal, rather than treating it as a spectacle.
What makes this moment notable isn’t just the specific bags; it’s the shift in category.
While the fashion conversation around footballers and luxury has traditionally centered on watches, Haaland, along with several other footballers, is quietly making the show with something different.
It’s a small but telling signal about where men’s luxury style is heading: away from logo-driven status pieces and cars, and toward brands and items chosen for craftsmanship and design language rather than visibility alone.
Whether or not Haaland set out to build a “fashion signature,” the pattern across his recent appearances suggests one has formed, one rooted in Hermès.
