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W.A.G.S.

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Introducing W.A.G.S.

WAGs (or Wags) was an acronym used by the British press to describe the Wives And Girlfriends of the England National Football Team, It came into regular use during the world Cup in 2006 which was held in Germany although it had been used occasionally before that.

Prominent WAGs of 2006 included Victoria Beckham, wife of former England captain David Beckham, whom the New Yorker described as "Queen of the wags" and the Sunday Times as "the original Wag"; Cheryl Cole, née Tweedy, of the group Girls Aloud, who married Ashley Cole in July 2006. Coleen McLoughlin, girlfriend of Wayne Rooney, who was variously described as a "chavette", dubbed by The Sun tabloid newspaper a "super WAG" and, by the end of the year, listed by the Times as a national treasure; and Carly Zucker, partner of Joe Cole, who was a fitness instructor, described by Susie Whally in the Sunday Times as a "new WAG on the block who has set the tone for the season's most wanted muscles". In 2007 the Times referred to Steven Gerrard's fiancée and subsequent wife Alex Curran as an "über- WAG" . Another WAG engendered considerable interest due to her relative youth - she was A-level student Melanie Slade, the girlfriend of Theo Walcott, who, at seventeen, was himself the youngest member of the England squad.

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Nancy Dell'Olio, an Italian property lawyer who was the girlfriend of the ex-England coach Sven-Göran Eriksson, enjoyed quite a high public profile of her own, partly as a result of long-running press interest in aspects of Eriksson's private life.

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Wag Fatigue?

Fashion writers of 2006 identified certain consequences of what Lisa Armstrong described as "WAG fall-out" and Tina Gaudoin as "Waglash". These were mostly the perceived negative implications of "over-exposure" of certain styles: for example, that the Hermès "Birkin" bag had become less desirable as a result of being de rigueur among WAGs in Baden-Baden (a development dubbed by Shane Watson as "baglash"); or that reaction to WAGs' excessively coiffed hair and "vacant perfection" had perhaps been the "tipping point" for a revival of fashions of the 1980s, commended by Armstrong as "the last era of anti-slick".

Armstrong also assured readers who wished to perfect the elements of "beach chic" that the use of denture cleaner to whiten the tips of nails would not make them "look like a WAG", while her colleague Sarah Vine offered advice on "buying some nice perfume that won't make you smell like a WAG on heat". When it was reported, in 2007, that Coleen McLouhglin would be launching a range of beauty products, London Lite coined the term, "eau de wag" and asked, "who, tell us, who really wants to smell like Coleen McLoughlin?"

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The footballer's Wife look.....

However, some women did aspire to the "WAG" look. McLoughlin noted that "apparently more and more women are getting into debt because they try to shop and party like a footballer's wife. If I heard of anyone doing that, I'd tell them to get a grip". Sunday Times columnist India Knight observed, while waiting in an airport queue, that "it's as if a low-level wannabe footballer's wife vibe that is neither aesthetically pleasing nor edifying has become the norm ... I saw this phenomenon en masse". Among other features, Knight identified "enough pink glitter to satisfy the girliest of five-year-olds", massive handbags and huge designer sunglasses.

Reflecting on sunglasses as an accessory, Sunday Times Style's senior fashion writer Colin McDowell suggested that, whereas women had been sure that the poise of Jacqueline Kennedy (1929-94) and Audrey Hepburn (1929-93), style icons of the mid-20th century, had been due to their shading their eyes, "Wags ... far from using dark glasses to encourage others to leave them alone, treat them as a weapon to attract and excite the paparazzi".

W.A.G.S.

Introducing W.A.G.S.

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Wag Fatigue?

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The footballer's Wife look.....

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