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Jacqueline McAssey

Liverpool School of Art and Design

Faculty of Arts Professional and Social Studies

Email: J.McAssey@ljmu.ac.uk

Telephone: 0151 904 1244

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Basics Fashion Design 08: Styling

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GIRLFANS

GIRLFANS Instagram

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Jacqui McAssey’s work exemplifies a transformative contribution to both football and fashion culture, particularly through her project GIRLFANS. By merging contemporary photography with the grassroots aesthetic of traditional football fanzines, McAssey has illuminated the underrepresented presence of female football supporters and fostered a renewed sense of belonging within the male-dominated world of football fandom. Her work situates itself at the intersection of cultural critique, fashion, and sport, challenging entrenched gender norms and expanding the visual and social narrative of football culture.

Since the inception of GIRLFANS in 2013, McAssey has meticulously documented female fans across major leagues, including the Premier League, English Football League (EFL), and Scottish Premier League, with a focus on clubs such as Liverpool FC, Manchester City FC, Celtic FC, and Bury FC. This ongoing documentation not only brings visibility to women in football but also reclaims their space within a cultural domain that has historically marginalised their contributions.

In addition to her groundbreaking photo-zine GIRLFANS, McAssey has extended her influence through the creation of football apparel and memorabilia, utilising these mediums to reclaim and recontextualise traditional football chants, phrases, and songs. This aspect of her work exemplifies a critical intervention into the gendered dynamics of football culture. A prominent example is her reinterpretation of the term "The 12th Woman," which was embraced by female supporters of Bury Football Club in the aftermath of the club's expulsion from the English Football League in 2019. Through this reimagining, McAssey provides a feminist lens to football’s symbolic language, transforming it into a powerful statement of resilience and solidarity among female fans. Her innovative approach also earned her a high-profile commission to design a bespoke "Lionesses coat" for the England Women’s national team squad announcement film prior to their historic victory at the 2022 UEFA Women’s European Championship.

The cultural significance of GIRLFANS has been affirmed through its inclusion in prestigious collections, such as the British Library, V&A Art Library, National Football Museum, Museums Liverpool and Manchester Metropolitan University Special Collections, among others. These holdings not only preserve McAssey’s work but also recognise its scholarly and societal value as an artifact of contemporary football culture. Exhibitions at prominent venues such as the Design Museum in London, The Whitworth Art Gallery in Manchester, and the National Football Museum underscore the academic and cultural weight of her contributions. The British Library has also digitally preserved the GIRLFANS website and McAssey’s Twitter/X feed. Her practice also reaches the fashion and media industries, where her collaborations with global brands such as CP Company, Nike, Converse, BBC Creative, Sky Sports, and Copa 90, highlight her ability to bridge sport and fashion in meaningful ways. Her work has appeared in leading publications, including The Guardian, i-D, Vogue, Arcipelago, Champions Journal, and British GQ,.

Inspired by the Lionesses’ landmark victory in 2022, the rise of football-inspired fashion, and the rapid development of women’s grassroots football in Liverpool, McAssey conceptualised the Get Your Kits Out Festival as a physical space to unite and empower this expanding community. She remarked, "GIRLFANS addressed visibility and equality in football; Get Your Kits Out focuses on equity. It provides a tangible platform for women to present their creative work, including product design and football photography, while fostering connections with the wider football community." By amplifying the voices, contributions, and presence of female football fans, McAssey has significantly reshaped the cultural narrative of gender in football. Her work with GIRLFANS has established a critical framework for understanding the intersections of sport and fashion, positioning it as a foundational text in these fields. Through her dual roles as both cultural commentator and active participant - playing for Sefton Park Rangers Women - McAssey exemplifies how creative practice can drive meaningful and transformative cultural change.

Degrees

2007, University of Central Lancashire, United Kingdom, MA (with Distinction), Fashion and Lifestyle Promotion
1997, University of Central Lancashire, United Kingdom, BA (Hons) Fashion Promotion, Fashion Promotion

Academic appointments

External Examiner, BA Sports Photography,, School of Art and Design, Nottingham Trent University, 2024 - 2027
External Examiner, BA (Hons) Fashion Styling, Instituto Marangoni Paris (MMU), 2017 - 2021
External Examiner, BA (Hons) Fashion Styling, Instituto Marangoni London (MMU), 2017 - 2021
Senior Lecturer, Fashion (Communication), Liverpool John Moores University, 2015 - present
Course Leader, Fashion Promotion with Styling, University of Central Lancashire, 2009 - 2014
Lecturer, Fashion Promotion, University of Central Lancashire, 1998 - 2009

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