Jacqueline McAssey

Liverpool School of Art and Design

Jacqui McAssey explores strategies for styling, aspects of contemporary photography within the wider subjects of fashion, fandom and sport. In January 2022, she co-authored the second edition of Bloomsbury's 'Fashion Styling' with journalist Sophie Benson.

McAssey uses photography and the traditional football fanzine format to give female football supporters visibility and a sense of belonging in football culture through photo-zine, 'GIRLFANS'. Since 2013 she has documented the female fans of the Premier League, English Football League (EFL) and Scottish Premier League, including Liverpool FC, Manchester City FC, Celtic FC and Bury FC. She has pushed for greater female representation in football through consultation on campaigns with Nike, Converse, Liverpool FC, Expedia and Copa90, and in her writing and photography which has appeared in The Guardian, BBC3, i-D/Vice, Sky Sports, Vogue, Champions League Journal and British GQ.

Alongside the zine, McAssey has developed football apparel and memorabilia where she reclaims and feminizes phrases, chants and songs from the terraces, including 'The 12th Woman' which was used by female supporters of Bury Football Club after their expulsion from the EFL in 2019. Most recently, she was commissioned to make a bespoke 'Lionesses coat' for the The FA's England Women's squad announcement film, ahead of their historic victory in the 2022 EUFA Women's EUROs.

She has presented and exhibited the work at the Design Museum, London; The Whitworth Art Gallery, Manchester; Walker Art Gallery and Museum of Liverpool; National Football Museum, Manchester; Queen's Gallery, Belfast; OOF Gallery, London and at the inaugural British Textile Biennial, Lancashire, in 2019. The photo-zines are held in the British Library, V&A Art Library, Museums Liverpool, Manchester Metropolitan University Special Collections, Huddersfield University and in LJMU's Femorabilia Collection.

McAssey's Twitter feed and GIRLFANS' website have been web archived by the British Library as being of cultural importance in the field of sport, soccer and fans. She also plays football for Sefton Park Rangers.

W: www.girlfans.co.uk
IG: @girlfanszine
T: @jacquimcassey


2007, University of Central Lancashire, United Kingdom, MA (with Distinction), Fashion and Lifestyle Promotion
1997, University of Central Lancashire, United Kingdom, BA (Hons) Fashion Promotion, Fashion Promotion

Academic appointments

External Examiner, BA (Hons) Fashion Styling, Instituto Marangoni Paris (MMU), 2017 - 2021
External Examiner, BA (Hons) Fashion Styling, Instituto Marangoni London (MMU), 2017 - 2021
Senior Lecturer, Fashion (Communication), Liverpool John Moores University, 2015 - present
Course Leader, Fashion Promotion with Styling, University of Central Lancashire, 2009 - 2014
Lecturer, Fashion Promotion, University of Central Lancashire, 1998 - 2009

Highlighted publications

McAssey J, Buckley C. 2011. Basics Fashion Design 08: Styling A&C Black 9782940411399


McAssey J. 2022. Extra Time

McAssey J, Benson S, Buckley C. 2022. Fashion Styling Bloomsbury Publishing 9781350074101

McAssey J. 2017. Girlfans Manchester City F.C. Edition McAssey J. One :1-64 www.girlfans.co.uk. Manchester Author Url Publisher Url

McAssey J. 2017. Fanpages 2017 Garnett B, Joliffe K. One Idea Books. London Author Url Publisher Url Public Url

McAssey J, Buckley C. 2011. Basics Fashion Design 08: Styling A&C Black 9782940411399

McAssey J, Buckley C. 2011. Styling Mode perfekt in Szene setzen Stiebner Verlag GmbH 9783830708773


McAssey J. 2022. Crowds Football: Designing the Beautiful Game 1 :80-85 Design Museum Publishing. London 9781872005614 Author Url

McAssey J. UEFA WOMEN’S EURO 2022 | AROUND THE MATCH Butler C. UEFA WOMEN’S EURO 2022 | AROUND THE MATCH. 1 :4-5 We Are Wilow. Manchester Author Url Publisher Url


McAssey J. 2018. A new wave of documenters are giving female football supporters visibility and a sense of belonging in football culture. Author Url Publisher Url

Editorial/letter to the editor

McAssey J, Pennant F. 2018. Paying Homage to Liverpool FC's Kings. Pennant F. https://www.season-zine.com, n/a Author Url Publisher Url

McAssey J, Provins M. 2017. 'Money Diaries' for Season Zine. Pennant F. http://www.season-zine.com/, Publisher Url

Book review

McAssey J, Wright J. 2017. Mundial Magazine. Sandison D. Mundial Magazine, Publisher Url

McAssey J. 2017. Futebol Cafe: Girlfans, the photographic magazine that tells the English: football is also a woman's thing. https://medium.com/futebol-café/girlfans-futebol-coisa-de-mulher-745504035dc5, Publisher Url


McAssey J. 2017. Girlfans 3: Manchester City FC Edition Author Url Publisher Url

McAssey J, Hurst A. 2016. Girlfans 2: Everton FC Edition Author Url Publisher Url

McAssey J. 2014. Girlfans 1: Liverpool FC Edition Author Url Publisher Url Public Url


McAssey JM. GIRLFANS at The Whitworth Author Url Publisher Url

McAssey J. GIRFANS UNTOLD Author Url Publisher Url

Hyatt J, McAssey J. TIME TUNNEL: Untold Stories Author Url Publisher Url

Provins M, McAssey J. A Place for Everything and Everything in its Place - LIGHTNIGHT 2020 AT HOME Author Url Publisher Url

McAssey J. British Textile Biennial: GIRLFANS Burnley Author Url Publisher Url

McAssey J. GIRLFANS Celtic launch and exhibition Author Url Publisher Url

McAssey J. Extra Time

McAssey J. Football: Designing the Beautiful Game Author Url Publisher Url

Research Grants Awarded:

Liverpool John Moores University, Wembley Joy in July 2022: the moment that the England women’s football team became cool., Professor Jean Williams, Erica Voget, Grant value (£): 10,000, Duration of research project: TBC. 2022

Other invited event:

Breaking Stigmas and Championing Community, Bloom Building, Shado X Convenience Gallery panel discussion. Panellists discussed the role that football has had in all of their live; the importance of grassroots football in fostering community; how the panellists are creating change in their communities and breaking down barriers and stigmas facing women in football.. 2022

LOANHOOD: What is fashion rental? Sustainable fashion panel discussion., Space by Liquid, Liverpool, In collaboration with Space by Liquid and Liverpool John Moores University, LOANHOOD's Fashion Rental Studio will be open on the 15th October showcasing incredible clothes and accessories from emerging designers, stylists, makers and fashion lovers from the Liverpool area. What is fashion rental? panel discussion with Sophie Benson, Jade McSorley, Pomshell the Label and Jacqui McAssey.. 2022

Football, Feminism & Everything In-between - Lost Village Festival, https://lostvillagefestival.com/institute-of-curious-minds/full-schedule/, INSTITUTE OF CURIOUS MINDS LOST VILLAGE FESTIVAL. FASCINATING STORIES, TALKS, DEBATES AND LIVE INTERVIEWS FROM INTERNATIONAL ARTISTS, EXPERTS AND BOUNDARY-PUSHING THINKERS. It’s been an exciting year for women in sport, in this panel we bring together a number of key names, pioneers and ambassadors of the movement. With Trisha Lewis, founder of Romance FC, Jacqui Mcassey, Fashion Comms Lecturer and founder of Girlfans Zine, and Felicia Pennant, Vogue writer and founder of Season Zine.. 2019

Jumper For Goalposts Festival - The Commentary Box, Print works London - https://jumpersforgoalpostsfestival.com/line-up, With social media, streaming services, fan zones, and Friday Night Football, the way we enjoy the football has changed hugely? What does this mean for fans who attend games, who are growing up with modern football, or who love football but don't feel they belong? Is the romance of the 3pm kick-off dead? Join author Daniel Gray, This Fan Girl's community lead Harry Killen, Girlfans' Jacqui McAssey and broadcaster Anne-Marie Batson as we explore the changing matchday experience.. 2019

Pecha Kucha Manchester - Community, Leaf, Portland Street, Manchester., PechaKucha Night Manchester Vol. 27 - 'Liverpool' For this PechaKucha, we're exploring the theme of ‘community’. We’ll hear from an eclectic mix of speakers from the worlds of service and graphic design, architecture, printmaking, zines, creative education and economic reform. Line-up Patrick Hurley - CEO, Inclusive Economy Liverpool and Co-founder, Ethos Magazine Robyn Dooley - Director and Learning designer, OH Jacqui McAssey - Senior Lecturer in Fashion Communication and Founder, GIRLFANS Zine Paul Kelly - Graphic Designer, Bear Four Gracie Bisset - Junior Graphic Designer, Liquid Agency and Host, Ladies Wine & Design Liverpool Joe Bramall - Service Designer, Futuregov Ashley Taylor - Architect Karen Edwards - Artist and Printmaker, Red Button Press Ben Holroyd - Designer, Creative Director and Founder, Thoughtfully https://www.pechakucha.com/cities/manchester/events/5c82262524d40967a01d1336. 2019

Radio City Talk - More Than Just A Game, Botanic Garden, Liverpool., More Than Just A Game with Mick Coyle celebrating football fans and the work they do in their community: Jacqui McAssey, Anfield Wrap, Alison McGovern MP, Formby Community FC, Fans for Foodbanks, Spirit of Shankly.. 2019

The Power of Personal Projects, Colony, Manchester, A monthly conversation series for women to discuss creativity, business and life. ‘The Power of Personal Projects’ with speakers Jacqui McAssey of GIRLFANS and Emma Reynolds of @kidlit4climate. https://ladieswinedesign.com/manchester/. 2019

Soccerama Symposium: FROM OUTSIDE THE BOX: Football’s relationship with difference and its power for social change., Central Library, Liverpool, Friday 13th July, ‘From outside the box’ hosted by Stephanie Power from BBC Radio 4, focuses on football’s difficult relationship with difference and its power to drive social change. Exploring this breadth of issues around race, sexuality, gender and more will be Neville Southall MBE (Everton and Wales), Melissa Reddy (Senior Football Correspondent at joe.co.uk), Jacqui McAssey (GIRLFANS), Shaun Duggan (Screenwriter), Emy Onuora (Author, Pitch Black), Dave Kelly (Fans Supporting Foodbanks) and Paul Manning (City Of Liverpool FC). https://www.cultureliverpool.co.uk/liverpool2018/art-of-football-presents-soccerama-symposia/. 2018

Season Zine: The Female Fan Experience, Ace Hotel, London, "Since launching SEASON last year, we’ve met brilliant female football fans also striving to improve the perception of women in the game. Four of our favourites sit on this panel alongside our Editor-in-Chief to discuss their experiences, their work and the impact it’s making.". 2017

Media Coverage:

El Pais - translated from Spanish: Director Sánchez Arévalo premieres his first documentary about the Faroe Islands' unusual love of soccer, in which one in ten inhabitants goes to the stadium every week and 6% are supporters of the 'reds'. Tracking the enormous participation of women there Sánchez Arévalo found the two stories that make up the documentary: that of a 10-year-old girl from Faroe, Elia, who shouts that Liverpool is “the best club in the world” while pointing to her shirt red with ten on his back and who, thanks to Mastercard, was able to step on Anfield's grass; and that of an English photographer, Jacqui (McAssey), who founded a non-profit magazine, GirlFan, who has been publishing portraits of fans who have been attending the stands in the English countryside since the 1990s and who postulates that they now account for a third of the total. 2019

Time Tunnel - Art in Liverpool.

Girlfans interview with Carlos Rodriguez of Kicks to the Pitch. Published 7th November 2017.

Free arts festival to mark official launch of Fabric District.

Dr. Stacey Pope: The Football Collective - ‘Sexy’ Women and the Men’s World Cup: (Mis)Representations of Female Football Fans.

Mikaela McKinley: The Football Collective - The Bloody Beautiful Game.

Konbini, France - En images : les supportrices de Manchester City célébrées dans un magazine anglais.

i-D Vice - Female football fans just as fanatic as the lads.

Girlfans interview with Bruno Rodrigues of Futebol Cafe (Brazil). 26th September 2017.

GQ - Jacqui McAssey is ensuring female football fans gain their rightful place in football culture.

The Football Collective - Art of Football.

The Football Collective - The Bloody Beautiful Game.

The Guardian - Groundbreaking women’s football conference highlights buried storylines.

Prof. Jean Williams, Professor of Sport, Wolverhampton.

Liverpool Chamber - Art of Football Festival.

Manchester City Social Media Campaign - Introducing GIRLFANS for ‘WoManchester City’ International Women’s Day, 08.03.18

Mundial #GirlsFootballWeek

Season - Faith and Football

Fans Supporting Foodbanks

Sky Sports

The Tapestry Liverpool.

Anfield Wrap

BBC3 - What it's like being a modern-day female football fan.

British GQ - It’s time female football fans get the recognition they deserve.

The Kopite, Norway - Jacqui McAssey has followed the female football supporters through three full seasons to see how they express themselves through the clothes and fashion.

Liverpool Echo - Meet the Liverpool photographer capturing the real face of female football fans

Liverpool Echo - The women of Goodison: the story of Everton's unique bond with female fans.

NSS an Italian/English fashion and trend site reported on 'Girlfans' exhibition at The Whitworth. August 2017.

Grazia, UK - Is football finally solving it’s ‘woman problem’.

Stack - Six inventive ways to make a newspaper magazine.

The Anfield Wrap Podcast - The Weekender

The Guardian: The Art of Football review – the cultural impact of our national sport.

'Groundbreaking women’s football conference highlights buried stories.' Article by Anna Kessel, The Guardian, 8th March 2018.

Vogue: Why There’s No Better Time To Be A Female Football Fan by Felicia Pennant

Girlfans Fan Film made for Sky Sports PL 'Carling In Off The Bar' programme. Film by Ben Jones, Big Earth Productions. Aired 22nd December 2017.

Conference presentation:

Girlfans: a visual ethnographic study of female football fans, Upfront & Onside: The Women's Football Conference, National Football Museum, Manchester, Oral presentation. 2018


Images of Research Photography 2017: Highly Commended Award, LJMU Research & Innovation Services. 2017

Membership of professional bodies:

Member, The Football Collective, https://footballcollective.org.uk/. 2016