Who needs runways when we've got centre court?
Game, set, style. From centre court walkouts to luxury ambassadorships, tennis is serving fashion at full tilt
FORGET FASHION WEEK FOR A SECOND – the real runway right now has a net running through the middle. Tennis has always carried a certain elegance – the whites, the pleats, the rituals – but lately it’s become something else entirely: a stage for fashion to flex.
We’ve seen it building over time. Serena Williams’s black Nike catsuit at the 2018 French Open (or honestly, anything she’s ever worn), Naomi Osaka’s brat-inspired set with the oversized bow at the US Open in 2024, and Roger Federer’s waistcoat and military jacket at Wimbledon in 2009. These outfits were turning points – the moment fashion stopped flirting with tennis and started moving in.
Fast forward to now: Jannik Sinner, three years deep as a Global Brand Ambassador for Gucci, fronting campaigns that go beyond a crisp suit or monogram bag.
Coco Gauff, co-designing her Miu Miu × New Balance collection – zip-front hoodies, colour-block sets, custom sneakers, you name it.
Carlos Alcaraz – he’s the face of Louis Vuitton, slipping as easily into a campaign as he does a cross-court forehand.
Two days ago Novak Djokovic walked out in a custom jacket embroidered with four tennis balls mapping Melbourne, Paris, London and New York, the words “Grand Slam Tournaments” stitched across the back.
Lorenzo Musetti, making his debut as Bottega Veneta’s first ambassador under Louise Trotter – a perfect match point.
And the momentum isn’t slowing. Just yesterday, Naomi Osaka was courtside in a red bejewelled Nike set, glittering with hundreds of beads. Her braids were threaded with 3D roses, finished with matching crystal-studded Beats headphones, and her bag carried a Labubu charm nicknamed ‘Billie Jean Bling.‘ And yes — she designed it herself.
For years, it was basketball, football and the NFL that dominated the crossover space – the tunnel walk turned into a catwalk. But tennis has something even better: the walkout. Every player steps into an arena solo, broadcast worldwide, outfit on full display. It’s theatre, it’s ritual, and now it’s fashion’s most valuable canvas.
And it’s not just the players. The seats around the court have become a fashion show of their own – half the fun is spotting who’s dressed for a rally and who’s dressed for the cover of Vogue. (Challengers didn’t invent it, but Zendaya certainly made it a movement.)
So where does it go from here? Expect more long-term partnerships, more luxury houses cementing ties with the sport. Give it a few seasons and centre court might be the only runway that matters. Let’s take a look at some of the latest collabs making tennis the chicest game in town.
Related:
The meaning behind Novak Djokovic’s custom Lacoste ‘Grand Slam’ jacket
Jannik Sinner and Carlos Alcaraz wore matching Rolexes after their Wimbledon final
