While Carlton great Chris Judd will be remembered for his blistering speed and inspiring leadership on the field his wife Rebecca is considered an Eleanor Roosevelt figure in the wider AFL community.

After making her debut in a revealing red Ruth Tarvydas dress on the Brownlow red carpet in 2004, the soon-to-be mother of four went on to carve out a successful media and blogging career with side businesses in everything from homewares to beauty schools.

Her ambition and a Kardashian-like knack for business changed the face of the sporting "WAG" in Australia and now the wives and girlfriends of Sydney's professional footballers are evolving that role even further.

They All Hate Us blogger and Style Squad star Elle Ferguson is new to the AFL world having met her partner, Greater Western Sydney star Joel Patfull, about six months ago.

The pair met unconventionally. Patfull through his love for fashion discovered her online – he was just one of her 500,000 followers on Instagram – and they soon discovered they lived just metres apart in Bondi.

"We both have these weird suspicions. He never turned right coming out of his house and I never turn left when leaving the house so we never bumped into each other," she said.

Ferguson is a "visual merchandiser" who cut her teeth at Seafolly and General Pants before becoming one half of Australia's biggest fashion retail disrupters with her best friend Tash Sefton via their online store and website that attracts close to 8 million visitors since its inception nine years ago.

While she attends his games – like yesterday's nail biting preliminary against the Western Bulldogs – kitted out in GWS colours, chants the song with pride and immerses herself in the club's culture, at home the couple focus on Ferguson's line of work and Patfull's love of shopping. His most recent purchase was a pair of $1500 Fear of God platform military sneakers.

"He's got great style. He came and helped pull looks for Style Squad. He goes to training and works out in ripped jeans and Dr. Martens boots while all the other boys are kitted out in Skins and trainers, he's so unique but so down-to-earth."

She did plan on taking the week in the lead up to Saturday's game off to stay at home and prepare Patfull's meals but due to her own demanding work commitments she only managed to be "Jamie Oliver for one night as then the emails started pouring in and shoots were being booked".

Ferguson's busy schedule resembles that of her cross town WAG rival, model Jesinta Campbell who is close to releasing her new book in the midst of the final series.

Campbell took time out to travel to Melbourne on Friday to cheer on her fiance Lance Franklin as the Swans thumped Geelong.

Ruby Keddie, partner of GWS co-captain Callan Ward, decided to turn her out of office on in the lead to the side's first ever preliminary final berth. The talent manager for IMG, whose clients include Ferguson, swimmer Cameron McEvoy and Rachael Finch, decided to stay at home in order to help Ward prepare for his first finals campaign.

"I just wanted to make sure his routine wasn't disrupted. So I've just gone into agent mode at home – fielding his calls of support and cooking him healthy meals," she said.

Keddie also had to prepare for the Brownlow and is once again working with stylist Lana Wilkinson and will be wearing a Cappellazzo Couture gown.

"It'll be young and fun, a departure from the 50 metres of fabric I wore last year," she said.

While Ferguson won't be attending, she's been a long time fan of the event and looks forward to making a statement in the years to come.

"If we were going to the Brownlow we'd get into trouble with the dress code I think. Joel would wear ripped jeans and I'd call up Monica Rose [Kardashian family stylist] and go full Kim [Kardashian]," she laughed.