Axelle Despiegelaere, a Belgian fan who went viral during the 2014 World Cup in Brazil, had her modelling contract with L'Oreal terminated after sharing a controversial photograph on social media. At just 17 years old, Despiegelaere was captured on camera at the Maracana Stadium in Rio de Janeiro during Belgium's 1-0 group stage victory over Russia. She held pom poms and wore a red, yellow, and black devil horn hat, a tribute to the Belgian national team's nickname and colours.
Viral Fame and Modelling Deal
Photographers focused on Despiegelaere, and images of the blonde teenager spread rapidly online, with many dubbing her football's "most beautiful supporter." Her newfound fame caught the attention of L'Oreal, the French cosmetics giant, which offered her a modelling deal. Despiegelaere launched her role as the face of a social media initiative promoting products and even posted a "hair tutorial" video.
Controversial Post and Backlash
However, her contract was quickly rescinded after she posted a grainy photo on Facebook depicting her holding a hunting rifle next to a dead oryx. The caption read: "Hunting is not a matter of life or death. It's much more important than that..this was about one year ago... ready to hunt Americans today haha." The post sparked immediate backlash online. Despiegelaere later defended herself, stating, "I didn't mean to offend anyone.. it was a joke." Despite her explanation, L'Oreal terminated her contract. The company has never confirmed whether the hunting photo was the sole reason for the decision.
Life After the Incident
Twelve years after her rise and fall from viral fame, Despiegelaere works in Belgium as the co-founder of Spinvest Group, a family-owned property development and investment firm. She married Emile Steyaert in 2022 and welcomed their first child in December 2024.
