Joshua Zirkzee's Fashion Reset: From £36.5m Hope to New Image

Joshua Zirkzee is trying to change the story around his name – and he’s starting with the mirror.

The Manchester United forward has flown in a stylist from the Netherlands to overhaul his wardrobe, asking to look “like a rapper from the 90s” as he searches for a fresh start on and off the pitch.

From £36.5m hope to uncertain future

Signed from Bologna in 2024 for around £36.5million, Zirkzee arrived at Old Trafford with the weight of expectation and the profile of a long-term No.9. The reality has been far less glamorous.

Two goals in 24 appearances last season have left the 25-year-old fighting for his United future, with the Dutchman already linked with a return to Serie A this summer. He has featured in pre-season and is one of the few recognised centre-forwards in Michael Carrick’s squad, with United facing Leeds in Dublin on Wednesday evening.

Where he actually spends the coming campaign is still unclear. His image, though, is already undergoing a very deliberate reset.

“Rapper from the 90s” brief

Enter Sydney Luchies. The Dutch wardrobe stylist has been documenting her work with Zirkzee on TikTok, taking followers behind the scenes of his fashion reboot.

“I start by making a mood board,” she explained in one video. “Once the mood board is approved, I start making the outfits and once the outfits are approved, I start to order everything and then it’s time for delivery.

“Joshua lives in Manchester, so this time we flew to England. Once I arrived, I started preparing all the outfits for the fitting and Joshua wanted to look like a rapper from the 90s – with his own touch. So, I think we did well.”

Baggy silhouettes, bold statements, that retro swagger – the brief is clear. Zirkzee doesn’t just want to look like a footballer who likes clothes. He wants a full aesthetic, something that sets him apart.

Closet clear-out in Manchester

The process has gone beyond a few new jackets and trainers. In a follow-up TikTok, Luchies filmed herself tackling Zirkzee’s sprawling wardrobe in Manchester, turning it into a full-scale clear-out.

“Come with me to do a closet clean for Joshua Zirkzee,” she told viewers. “Joshua asked if I could help him reorganise his closet, create a bit more space for new things, and make it all neat and organised.”

She sorted unwanted and unworn pieces into colour-coordinated piles, with a plan to sell the high-end items and donate the rest to charity. Out with the old, literally. Space made for something different.

Stylist with serious pedigree

Luchies is not a social media hobbyist. Based in the Netherlands, she describes herself as an “all-round wardrobe stylist and creative” and has already built a strong portfolio inside football and beyond.

She has worked with Burnley defender Quilindschy Hartman, currently on loan at Espanyol, and has been involved in photo shoots for PSV Eindhoven. Her client list includes collaborations with major brands such as Adidas, Puma and New Balance.

On her website, she explains: “My love and passion for fashion and creating already started when I was a little girl and has never stopped developing, now I see creating outfits and concepts as a form of art and self-expression.

“My goal is to always follow the wishes of my customers, but with input from my own vision. The most beautiful thing there is, is creating things together on set. Whether it is for editorial styling, commercial styling or celebrity styling. I am always working on improving my work and strive for the best results in the field of photo and video.”

It is that blend of personal expression and professional polish that Zirkzee is now leaning on.

New look, old questions

The hope for Zirkzee is simple: if the image changes, maybe the narrative does too.

United invested heavily to bring him to Old Trafford. They still haven’t seen the best of the Dutch forward. As he steps into pre-season in Dublin dressed like a 90s rap star rather than a modern-day footballer, the real test isn’t what he wears out of the tunnel.

It’s whether this reset in style can be matched by a reset in form.