San Francisco’s Legion of Honor museum became an unexpected nexus of fashion, art, and anticipation on Friday, , as Super Bowl LX fever officially took hold. The occasion? The second annual GQ Bowl, culminating in a runway presentation of Thom Browne’s Fall 2026 collection, held ahead of Sunday’s matchup between the Seattle Seahawks and the New England Patriots.
The event wasn’t simply a fashion show grafted onto the Super Bowl calendar; it was a carefully curated experience, blending high art with athletic inspiration. Guests, including actress Teyana Taylor and her daughters, arrived to panoramic views of the city skyline and the Golden Gate Bridge, entering the museum’s neoclassical architecture. GQ’s global editorial director, Will Welch, greeted attendees, emphasizing the synergy between the location and the designer. “San Francisco is such a beautiful city,” Welch told Vogue. “It was a dream for the second year of GQ Bowl to have Thom as our partner. Thom is such a sophisticated designer and he puts on runway shows that feel like theater.”
The pre-show cocktail hour unfolded amongst the museum’s extensive Rodin collection, attracting a diverse crowd from the worlds of music, sports, and film. Heated Rivalry’s François Arnaud, gymnast Sunisa Lee, Industry’s Myha’la, DJ Diplo, K-Pop star Joshua Hong, and veteran actress Queen Latifah were among those in attendance. The convergence of these figures underscored the Super Bowl’s growing cultural reach, extending beyond the gridiron and into the realms of style and celebrity.
Queen Latifah, reflecting on the Bay Area’s creative energy, shared with Vogue, “The Bay Area has always had such an energy. There’s constantly something new surfacing here. I love being here. Thom Browne’s work feels right at home in a place like this; it’s a perfect backdrop for his creativity.” Olympic medalist Sunisa Lee echoed this sentiment, expressing her anticipation for the collection: “Thom’s work is so classic and I’m looking forward to seeing all of the new pieces, fabrics, and different textures.”
The show itself began with a striking tableau: model Vinnie Hacker and actor Yahya Abdul-Mateen II seated at a modernist desk beneath Rodin’s The Three Shades. Abdul-Mateen II then recited lines from Dante’s Inferno, establishing a thematic undercurrent for the collection. This wasn’t merely a stylistic choice; it signaled Browne’s intention to engage with deeper artistic and literary themes.
The 63-look collection showcased Browne’s signature tailoring, but with a notable twist: athletic references. Custom Bose headphones appeared alongside sharply-structured suiting and outerwear, and layered knit pieces. The runway also featured appearances by professional athletes Marcus Allen, Justin Jefferson, and DeAndre Hopkins, blurring the lines between the worlds of sport and high fashion. This integration of athletes wasn’t simply a celebrity cameo; it was a deliberate statement about Browne’s inspiration.
“Sport is so important to me; athletes are one of my biggest inspirations,” Browne explained to Vogue after the show. “Being at the Legion of Honor—home to the second-most significant Rodin collection in the world—I wanted to approach the space with real respect. It was an honor to present here. The collection was inspired by Dante’s Inferno which is a serendipitous connection, as the Rodin sculpture at the center of the show was also inspired by Dante’s work.” The designer’s choice of venue and thematic inspiration demonstrated a commitment to intellectual depth and artistic resonance.
Following the runway finale, guests moved to the museum’s courtyard, passing a curated display of vintage jerseys sourced from eBay. DJ Kitty Ca$h provided the soundtrack, performing alongside Rodin’s The Thinker, while dancers, clad in Thom Browne designs, performed in a nod to Bad Bunny’s upcoming Super Bowl halftime performance. The evening concluded with trays of fried chicken from Raising Cane’s, a seemingly incongruous but ultimately fitting end to a night that celebrated both high culture and American comfort food.
The GQ Bowl and Browne’s presentation represent a growing trend: the Super Bowl’s evolution into a broader cultural event. What was once primarily a sporting spectacle is now a magnet for fashion, music, and art, attracting a wider audience and generating significant economic and cultural impact for the host city. The event’s success suggests that this trend will continue, with future Super Bowls likely to feature even more elaborate and diverse cultural programming.
The choice of San Francisco as the host city for Super Bowl LX also played a role in the event’s artistic bent. The Bay Area has a long history of innovation and creativity, and its vibrant arts scene provided a natural backdrop for Browne’s collection. The Legion of Honor, with its neoclassical architecture and world-class art collection, was a particularly fitting venue, offering a sense of gravitas and sophistication that complemented the designer’s aesthetic.
The live-stream on GQ’s YouTube channel further expanded the event’s reach, allowing a global audience to experience Browne’s collection and the atmosphere of the GQ Bowl. This digital component is increasingly important for high-profile events, enabling brands and designers to connect with consumers beyond the confines of a physical venue.
