Shirt launches are a hotly anticipated part of every World Cup.
And this year's campaigns from the two main kit-makers - Adidas and Nike - mark a notable departure from previous competitions, featuring more streetwear-inspired collections than traditional matching football shorts, socks and boots.
Inspired by football culture on and off the pitch, the collections mix archive classics with streetwear staples.
Nike launched its World Cup home shirts with a Hollywood-worthy short film of star players including Virgil van Dijk, William Saliba and Cole Palmer modelling their kits with cargo trousers, jeans and trainers.
Adidas went one step further when they launched their away shirts in Los Angeles recently. Celebrities including Kendall Jenner and Damson Idris watched models styling their kits with flared trousers, distressed denim and micro-shorts.
