The most notable, for many, is David Beckham, former England captain and face of H&M. Despite the current uproar surrounding his reported £10 million deal as a World Cup ambassador, there was nothing throughout the Noughties that Golden Balls couldn’t turn into, well, gold. “From the beginning when he was doing all those really cool Arena Homme Plus shoots, there was always this kind of homoerotic charge which interrogated the idea of masculinity,” says Pennant.

Sarongs, jewellery, highlights – it’s undeniable that Beckham pushed the boundaries of what it meant to be a football-playing man in his heyday, and others followed suit. “Footballers have always been happy to experiment with their style and image. Think Alan Ball, the first player to wear white boots, Liverpool’s Spice Boys, or Ronaldo’s triangular wedge haircut. The focus on image and style makes sense – imagine your working day being streamed into the homes of millions of people worldwide,” says Adam Steel, strategic foresight editor at consultancy The Future Laboratory.

From Gucci and Off-White to Balenciaga, just why is fashion falling so hard for football?