New York, April 2026
The Uruguayan Football Association (AUF) is pleased to announce the appointment of Uruguayan designer Gabriela Hearst to officially design the Uruguayan national team’s tailored uniforms for the 2026 FIFA World Cup.
More than just a partnership, this collaboration marks a personal homecoming for Gabriela Hearst—it is a profound tribute to her roots. Born in Uruguay and raised on her family’s cattle and merino sheep ranch in Paysandú, she is a seventh-generation rancher who’s deeply rooted to Uruguayan values and tradition.
Uruguay’s national soccer team is one of the most respected in World Cup history. A two-time FIFA World Cup champion, bearing four stars. Today, the nation continues to showcase exceptional talent, with Uruguayan players starring at top clubs around the world.
As a global leader in renewable energy and sustainability, Uruguay’s national commitments align with Gabriela Hearst’s rigorous low-impact production standards. Uruguay has built one of the most impressive sustainability records in the world and stands as a rare model of a developing country that decarbonized its grid quickly, affordably and equitably.
This partnership brings together Uruguay’s leading sporting figures and one of its most celebrated Uruguayan creatives, serving as a strategic platform to showcase Uruguayan craftsmanship and sustainability standards to a global audience.
For the AUF, it is of great importance to have Gabriela join La Celeste. That a Uruguayan so recognized in the world of fashion is entrusted with officially outfitting us for the upcoming World Cup is a source of pride, and the fact that she does so using Uruguayan merino wool greatly highlights the work of Uruguayan agricultural producers. Football is just that—from the heart of Uruguay to the brightest runways in the world, with Uruguayan players as global ambassadors,” said Ignacio Alonso, President of the Uruguayan Football Association (AUF).
From the Uruguayan production sector, we feel this is a unique opportunity to show the world the quality of our products, which allow nature to be transformed sustainably into sophisticated, top-quality goods. We are very grateful to be part of this incredible initiative. The Uruguayan national football team is our crown jewel, and Gabriela is an outstanding ambassador,” said Rafael Normey, President of the Rural Federation.
“It is truly an honor to be able to participate in this project alongside the AUF. Not only because I am working with my favorite fiber ,Uruguayan Merino wool, or with my national team, but because it is a great opportunity to demonstrate that Uruguayan values of quality, authenticity, and integrity deserve to be shared with the world. It has been a dream to work with the AUF and the national team. They are all superstars,” said Gabriela Hearst.
ABOUT THE URUGUAYAN FOOTBALL ASSOCIATION (AUF)
The Uruguayan Football Association (AUF) is the governing body of football in Uruguay and one of the most respected sporting institutions in the world, founded in 1900. It is the heart of La Celeste, bearing four stars that symbolize its rich footballing history. The AUF is dedicated to developing and promoting Uruguay’s exceptional talent on the global stage, upholding a sporting identity synonymous with grit, quality, tradition, and global influence.