It’s Whatever You Want It To Be

In the lead-up to this Summer’s most anticipated sporting event, Slow Projects - the creative design studio reworking the future of fashion - has dropped a new collection, designed to celebrate the personal journeys of women in football. The campaign – It’s Whatever You Want It To Be – is fronted by Manchester United and England midfielder Grace Clinton, alongside amateur footballers and fans Talia D and Verena Camesasca.

Together, with Ed Sonnex, Creative Director & Founder at Slow Projects, the trio have each co-designed a limited capsule collection of upcycled garments, inspired by their personal journey with football, fashion and self-expression. The pieces merge vintage textiles, reworked kits, and pre-loved materials to tell stories of pride, community, and belonging in women’s football – both on and off the pitch.
On the collaboration, Grace Clinton says: “Creating this piece with Slow Projects was a really special experience. I wanted it to reflect my creativity & flare on the pitch aligning with comfort. Wearability was a big factor for me, I feel like the piece is slightly out of my comfort zone in my day-to-day apparel but once I wore it I felt confident & at ease.

Shooting with the team in my family home, specifically in the garden where my first childhood memories of kicking a ball began, so every element - from the reverse lining to the stitch detail with small frequency wave stitches that align with my spiritual beliefs - means something personal to me. Football has shaped so much of who I am, and this was a chance to show that in a different way, through fashion and creativity.”

The campaign is supported by Back Market, Europe’s leading refurbished tech marketplace, who provided the refurbished phones, laptops, and cameras used throughout the creative process – from early design stages to content production and final photography. The partnership underlines a shared belief that sustainability doesn’t mean compromise; it means rethinking how we create, consume, and tell stories.

“The growth of the women’s game shows there’s space in society for more balance, care, and creativity. I can’t pretend to know what it’s like to pioneer in such a male-dominated sport, but I’ve always admired the women who do – it’s a big inspiration for how I want to challenge the fashion industry” says Ed Sonnex, Founder and Creative Director at Slow Projects.

“Getting to bring women’s football and fashion together in this campaign means a lot. Having Back Market’s support really helped elevate our creative process.”

Each woman’s story is brought to life through intimate portraits, behind-the-scenes footage, and thoughtful design elements unique to her journey. Grace’s piece was created in London and captured in her family home in Liverpool, reflecting her personal journey to her footballing career.

“Some of the most original ideas are built from what already exists. That’s what makes this collaboration so powerful - it blends personal storytelling, sustainability and sport, using refurbished tools to create something entirely new. By providing the tech that powered the design and production process, we were proud to support Slow Projects’ ethos of thoughtful, sustainable creativity. It’s exactly the kind of innovation we’re proud to champion at Back Market” says Luke Forshaw, Head of Brand at Back Market.

The campaign launches in the run-up to this summer’s women’s football celebrations, inviting fans to connect with the game not just through competition, but through culture. It’s Whatever You Want It To Be is a celebration of individuality, creativity, and the many ways football shows up in our lives.