SELECTS: Iraqi Designer Diana Al Shammari Styles Her Jerseys

Diana Al Shammari – also known as @thefootballgal (TFG) – has embroidered her way as a cult figure in both fashion and sports. Known for stitching florals across jerseys, her rise has moved fast: from collaborating with Adidas on a limited-edition TFG Predator boots, to George Russell wearing her designs, to a Supreme collaboration that sold out in just two minutes.

For Al Shammari, football has never been just a game. After leaving Iraq with her family and seeking refuge in the United Kingdom, “football became my anchor. A way to feel part of something even when everything else around me was unfamiliar.” That emotional history is the engine of her visual language now. “When I embroider a shirt, I’m not just designing something pretty. I’m trying to tell a story that connects identity, belonging, and beauty in unexpected ways. A lot of my work is rooted in memory, whether it’s the flower of a national team or the emotion of a summer tournament.”

Her work pushes back on the narrow shorthand of ‘strength’ in football culture, especially powerful as more women are claiming space on the pitch. “People still assume strength has to be hard, cold or aggressive. But to me, there’s strength in softness too.” Through the slow process of embroidering, Al Shammari creates delicate textures and lace-like edges “not to “feminise” football, but to show that beauty and strength can co-exist. It’s about expanding what football can look like and who it’s allowed to speak to.” That same patience and precision is also a resistance to a fashion culture that rewards speed. “It’s tough,” she admits. “Everything around you is telling you to post more, sell faster, move on, but embroidery doesn’t work like that, and neither do I.”

That commitment to care matters most when the canvas comes with its own mythology. In her repertoire she’s worked on iconic pieces from football’s rich history, like the Adidas predator boots. While working on her TFG design she shares, “the pressure was real! Everyone has a memory of Predator boots, so the legacy already means so much to people.” Staying true to her core brand identity, she interwove embroidered flowers and wild motifs across the boots “to make them feel alive.” Her proudest design feat? “How the embroidery curved with the boot, not just stitched on top, but worked into its DNA.”

Looking ahead, she’s keeping that same intentionality in what she chooses next: “There’s always something bubbling away, but I’m trying to be more intentional with what I say yes to.” Beyond shirts, she’s exploring “ideas that push beyond football shirts and more into fashion, object-based work, and workshop planning.”

In this week’s SELECTS, Al Shammari styles her jerseys, and unsurprisingly her style choices mirror what’s stitched into them. Sportswear and athleisure are softened with a feminine, funky floral details. Think embroidered sneakers against performance fabric, unexpected textures, and silhouettes that nod to floral shapes and colours. It’s playful, bold, and comfortable.

Look One | England Jersey
“I wanted the look to feel ethereal and light, mirroring the delicacy of the embroidery, with fluid textures and soft accessories that let the shirt feel romantic rather than purely sporty.”Free People | Luna Midi SkirtNike Air Max Muse x KNWLS TrainersDiesel | Scrunch-D Shoulder S
Gentle Monster Glasses | Bouquet 02

Look Two | Japan Jersey
“I leaned into the pink and green details of the jersey by grounding it with warm brown tones and rich green accessories, creating a playful but considered palette that feels expressive and cohesive.”Damson Madder | Flavia Midi Skirt
Desigual | Tyler McGillivary Floral Heel Sandal
Wolf & Badger | Handmade Green Floral Velvet Crochet Bag
Ray-Ban | RB4441D Pillow-Frame Acetate Sunglasses

Look Three | Manchester United Jersey
“The deep navy of the shirt is balanced with burgundy corduroys and the TFG Preds to build a rich, colourful palette that softens the darkness of the jersey while keeping the look grounded in football culture.”ARKET | Wide-Leg Corduroy Trousers
Adidas | Predator Freestyle Indoor
Kate Spade | The Patent Spade Flower Bucket Bag
Miu Miu | Miu Regard Sunglasses

Look Four | Spain Jersey
“I paired the soft, pastel embroidery with tailored pieces to keep the look clean and structured, letting the jersey feel elevated and intentional rather than overly delicate.”French Connection | Harrie Tailored Midnight Blue Trousers
Adidas | Predator Freestyle Indoor
Jimmy Fairly | The Berry Sunglasses
Melie Bianco | Tulip Top-Handle Crossbody Mini Tote Bag

Look Five | Qatar Jersey

“By keeping the shirt and skirt monochrome in red, I allowed the embroidery to take centre stage, pulling out the white and gold details through accessories to add contrast and quiet richness.”

Wolf & Badger | Mars Cord Skirt
Kurt Geiger London | Regent Cap Leather Knee-High Boots
JW PEI | Orla Weave Bag