While the customization is more subdued compared to the awful reveal trailer, some of the outfits are still outlandish for the setting, particularly the "elite characters" you can buy from the store. Coming off of BF1, where it embraced the WWI aesthetic to make for a more immersive experience, I simply can't take BFV seriously when some players look like they're from a WWII DLC for Fortnite.
It's probably too early to tell, but the US & IJA soldiers so far look much more appropriate for the setting, so that's a plus.