It's not just the 32 teams at the World Cup who are about to have their shape, style and movement furiously picked over.
The same fate awaits the image-conscious, credit-card wielding army of players' wives and girlfriends at the month-long tournament.
Some relish the limelight; others have it thrust upon them.
As wife of the England skipper, Victoria Beckham is used to the cameras, Wayne Rooney's fiancee Coleen McLoughlin is growing into her role while Melanie Slade has gone from unknown blonde student to snapper's delight courtesy of being the girlfriend of shock call-up Theo Walcott.
Asked how the pressure of being a footballer's girlfriend was affecting her, the 17-year-old Slade said recently: "I just concentrate on my school exams. I just keep my head down and keep doing it."
However, she received advice from beauty queen Danielle Lloyd, the partner of former England player Teddy Sheringham.
"It is difficult for all of us. We are all used to this situation, but it is still scary," said Lloyd.
It must have been equally frightening for former Spice Girl Victoria Beckham to find that she was voted top of a poll to find the most annoying footballer's wife.
{{/usCountry}}It must have been equally frightening for former Spice Girl Victoria Beckham to find that she was voted top of a poll to find the most annoying footballer's wife.
{{/usCountry}}She polled 46 per cent of the votes, while McLoughlin, lampooned in the British tabloids for her love of shopping, was second with 18 per cent.