Ellie Kildunne isn’t just one of England’s top rugby players—she’s fast becoming a style icon in her own right. While her on-pitch brilliance earned her the 2024 World Rugby Women’s 15s Player of the Year award, it’s her off-pitch flair that’s turning heads in fashion circles.
Fashion with Purpose
While she may be among England Rugby women’s team all-time top try-scorers, Kildunne also made history by becoming the first female rugby player to launch her own apparel line with Canterbury NZ. The collection, featuring hoodies, crop tops, joggers, and more, reflects her desire to create clothing that’s both functional and expressive.
As she put it, ‘You don’t have much opportunity to express your style when you’re in uniform and in training. That’s why I think it’s so important to have clothes that you feel comfortable and confident in too for those times I’m not on the field.’
Her favourite piece from the line? A heavyweight hoodie that can be dressed up or down, embodying her belief that sportswear can be stylish and versatile.
Style Beyond the Pitch
Kildunne’s fashion sense extends beyond her clothing line. Known for her thrifted finds and unique ensembles, she often turns heads with outfits sourced from vintage shops, showcasing her commitment to individuality and sustainability.
Her distinctive style has made her a favourite on TikTok and Instagram, where fans share her ‘fit pics’ and over 78k followers follow her off-pitch looks and creative posts. It’s helped her connect with fans, and it’s broadened how people see athletes like her.
A Brand of Her Own
Kildunne’s influence isn’t limited to fashion. She’s building a multifaceted personal brand, blending her passions for photography, design, and media. As noted on LinkedIn, she’s recognised as one of the most exciting athlete brands, showcasing her creativity and authenticity.
Kildunne’s work with Canterbury NZ goes beyond modelling — she consults on design to ensure the kit actually reflects women’s needs. That same mindset shaped the brand’s ‘Not Just a Rugby Girl’ campaign, which reached over two million people and pushed back against tired stereotypes in sport.
Leading by Example
Kildunne’s style journey is about more than clothing—it’s about representation and breaking barriers. She also shares her photography through a second Instagram account, @elliekfilms.
It’s another side of her which resonates with fans and fellow sports stars alike — a reminder that athletes aren’t limited to sport alone. She’s vocal about the importance of visibility for female athletes, stating:
‘It’s my job to keep on pushing, smashing through the glass ceilings, and ensuring that as female rugby players we are seen in spaces we haven’t been seen before.’
The New Face of Sport and Style
Ellie Kildunne embodies a new era where athleticism and fashion intersect. Her choices, both on and off the field, are inspiring a generation to embrace their authentic selves. As she continues to make strides in rugby and fashion, Kildunne stands as an example that pursuing and succeeding in one field doesn’t limit you anywhere else.