Alisha Lehmann's Modeling Campaign and Public Controversy Stir Debate Ahead of UEFA Women's Euro
Swiss footballer Alisha Lehmann's off-field activities, including a lingerie campaign and limited playtime, raise questions about her future with the national team ahead of the European Championship hosted in Switzerland.
Alisha Lehmann, a forward for Juventus Women and one of the most followed figures in women's football, has once again made headlines — not for her performance on the pitch, but due to her latest lingerie campaign and growing media presence.
As Switzerland prepares to host the UEFA Women’s Euro this summer, speculation is mounting about whether the high-profile player will be included in the national squad.
Lehmann, 26, was not called up for Switzerland’s recent UEFA Nations League matches, casting doubt on her participation in the upcoming championship.
Despite being among Switzerland's top players, her recent absence from football matches and focus on commercial projects have raised concerns among football officials and supporters.
The latest controversy was sparked by a Valentine’s Day campaign for Italian lingerie brand Tezenis, in which Lehmann posed in revealing and partially transparent garments.
The photos, published on her Instagram account — followed by over 17 million users — received more than half a million likes within days but also triggered backlash over their provocative nature.
Discussions emerged regarding potential violations of social media platform policies due to the explicit content.
Lehmann has expressed interest in continuing to model lingerie, and has also appeared in a joint campaign for Adidas alongside her partner, footballer Douglas Luiz.
Lehmann's popularity is evident not only in Switzerland but globally.
She currently surpasses even Swiss tennis legend Roger Federer in Instagram followers.
Her influence extends beyond social media, as she actively promotes women's football and raises awareness for the sport.
She began her professional career at BSC YB Frauen and quickly advanced to international prominence.
After a successful stint in the English league with West Ham, Everton, and Aston Villa, she joined Juventus Women in 2023. Her move to the Italian club coincided with that of her partner, Douglas Luiz, who signed with Juventus from Aston Villa in a €50 million transfer.
Reports indicated that Luiz requested the club also sign Lehmann, making them the first couple to be signed simultaneously to Juventus’s men’s and women’s teams.
The couple's relationship attracted attention due to Lehmann’s previously declared relationship with fellow Swiss footballer Ramona Bachmann.
In a recent interview, Lehmann commented: “We’re in 2025 — people should be free to be with whoever they want.
It’s time to be open.
Love is love.”
Despite her public presence, Lehmann has not played for Juventus in recent months and missed the team’s recent Serie A fixture against Inter Milan.
She reportedly suffered a minor hamstring injury but has since returned to public events and media appearances.
Meanwhile, she has also taken a role in the UK edition of the Baller League — a new 6-a-side football competition that features former professional players and celebrity coaches.
Lehmann coaches MVP United alongside British TV presenter Maya Jama, marking the first time two women have managed a team in the competition.
National team coach Pia Sundhage addressed Lehmann’s status, stating: “We want to form the best team — not necessarily the team with the best individual players. Everyone will have a chance.
Alisha hasn’t played for Juventus in a long time.
She needs time to prove she deserves a spot on the national team.”
Lehmann, who maintains that football is at the center of her life, recently responded to criticism about wearing makeup during matches.
After Switzerland’s 7-1 defeat to Spain in 2023, some fans mocked her appearance.
Lehmann replied: “I’m a woman. I want to wear makeup. I do my nails. I’m confident, I’m happy, and I smile every day. It’s unpleasant what people write, but I try to ignore it.”
Her last appearance for the national team was six months ago, and her last goal came a year ago in a 2-1 win over Hungary — with the winning goal scored by her ex-partner Ramona Bachmann.
As the tournament approaches, questions remain over whether Lehmann will be included in the final squad representing Switzerland on home soil.
As Switzerland prepares to host the UEFA Women’s Euro this summer, speculation is mounting about whether the high-profile player will be included in the national squad.
Lehmann, 26, was not called up for Switzerland’s recent UEFA Nations League matches, casting doubt on her participation in the upcoming championship.
Despite being among Switzerland's top players, her recent absence from football matches and focus on commercial projects have raised concerns among football officials and supporters.
The latest controversy was sparked by a Valentine’s Day campaign for Italian lingerie brand Tezenis, in which Lehmann posed in revealing and partially transparent garments.
The photos, published on her Instagram account — followed by over 17 million users — received more than half a million likes within days but also triggered backlash over their provocative nature.
Discussions emerged regarding potential violations of social media platform policies due to the explicit content.
Lehmann has expressed interest in continuing to model lingerie, and has also appeared in a joint campaign for Adidas alongside her partner, footballer Douglas Luiz.
Lehmann's popularity is evident not only in Switzerland but globally.
She currently surpasses even Swiss tennis legend Roger Federer in Instagram followers.
Her influence extends beyond social media, as she actively promotes women's football and raises awareness for the sport.
She began her professional career at BSC YB Frauen and quickly advanced to international prominence.
After a successful stint in the English league with West Ham, Everton, and Aston Villa, she joined Juventus Women in 2023. Her move to the Italian club coincided with that of her partner, Douglas Luiz, who signed with Juventus from Aston Villa in a €50 million transfer.
Reports indicated that Luiz requested the club also sign Lehmann, making them the first couple to be signed simultaneously to Juventus’s men’s and women’s teams.
The couple's relationship attracted attention due to Lehmann’s previously declared relationship with fellow Swiss footballer Ramona Bachmann.
In a recent interview, Lehmann commented: “We’re in 2025 — people should be free to be with whoever they want.
It’s time to be open.
Love is love.”
Despite her public presence, Lehmann has not played for Juventus in recent months and missed the team’s recent Serie A fixture against Inter Milan.
She reportedly suffered a minor hamstring injury but has since returned to public events and media appearances.
Meanwhile, she has also taken a role in the UK edition of the Baller League — a new 6-a-side football competition that features former professional players and celebrity coaches.
Lehmann coaches MVP United alongside British TV presenter Maya Jama, marking the first time two women have managed a team in the competition.
National team coach Pia Sundhage addressed Lehmann’s status, stating: “We want to form the best team — not necessarily the team with the best individual players. Everyone will have a chance.
Alisha hasn’t played for Juventus in a long time.
She needs time to prove she deserves a spot on the national team.”
Lehmann, who maintains that football is at the center of her life, recently responded to criticism about wearing makeup during matches.
After Switzerland’s 7-1 defeat to Spain in 2023, some fans mocked her appearance.
Lehmann replied: “I’m a woman. I want to wear makeup. I do my nails. I’m confident, I’m happy, and I smile every day. It’s unpleasant what people write, but I try to ignore it.”
Her last appearance for the national team was six months ago, and her last goal came a year ago in a 2-1 win over Hungary — with the winning goal scored by her ex-partner Ramona Bachmann.
As the tournament approaches, questions remain over whether Lehmann will be included in the final squad representing Switzerland on home soil.
Translation:
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