Tennis serves! How the US open high fashion went

IT has been one of the breakout stories of the US open: not the surprising outputs in the second round, nor the splashes on the net, but the freshly shaved head and barbie-pink tank top of the winner, Carlos Alcaraz. The Outsize response to the new look of the Spanish phenomenon is the newest example of the latest Grand Slam of the Year that attracts attention, not only for sporting bravery, but for the style moments it serves.

Take, for example, former champion Naomi Osaka, who crashed to Amanda Animisova in the semi -final on Thursday, but not before he under the night lights In an adapted Nike Indigo-Ritsjack embellished with Swarovski crystals, worn over a bubble-hem minidress. She wore a rose chapter for her opening match. (Also present in the Osaka tournament: a series of Bejeweled Labubu -Dolls, made by Accessories Line A -OrWith Monikers including “Billie Jean Bling” and “Andre Swagassi”.) The tup was “really extensive”, Osaka admitted In a press conference, but it is the kind of statement outfit that its fans have come to expect and appreciate.

Lacoste, the old kit supplier of Novak Djokovic, who was defeated by Alcaraz last week, made a five -part “Goat” (the best of all time) capsuleReplaced with the famous crocodillogo with … well, you can guess which animal. But it was the Walk-on Jacket of the 24-way Slam winner that caused the most noise: a white wind jacket with laser cut pieces of leather laminated to form a low relief of a world map, and strewn with colored tennis balls that match different court surfaces.

While tennis has always had a close relationship with fashion, or at least, style – from Fred Perry’s Sharp Blacks and Suzanne Lenglen’s pleated skirt and headscarf to Andre Agassi’s Denim Shorts (originally made for John Mcenroe, which she struck) and Serena Williams’ Catsuit – The walk from dressing room to the base line has become its own catwalk.

Add to the hit tennis film of Die last year, challengers, and a fresh harvest of personal stars with exciting playing styles, and there is now a greater appetite for a sport that had previously lost its cultural way. US Open Ticket Sales are 70% more than five years.

“Fashion brands of all price reaches are currently strongly interested in tennis because the sport is hot, and they follow the eyeballs and money” Hard Court -Nieuwsbrief. Behemoths such as Gucci, Louis Vuitton and Bottega Veneta have all brought high -profile players on board (Jannik Sinner, Alcaraz and Lorenzo Musetti) and smaller, boutiques without athleisure make lines that refer to the Tenniscore -esthetics. In the meantime, Depop, the second-hand clothing app, has reported an increase of 53% Looking for tennis skirts.

The rich roots from the higher class of the sport have long seen heritage brands that are connected to it, but now people like Rolex and Ralph Lauren are no longer dominating.

Venus Williams has a prominent relationship with Lacoste-Ze even wore a Pelagia Kolotouros-created dress for this year with her stylist, Ronald Burton III, to further amaze Meadows front row. Among her appearance were one Merino wool Kit Designed by the American brand Luar; a nice butter-yellow Shearling racket bagCustom made by Erl’s Eli Russell Linetz; and one Pucci dress .

Daniel-Yaw Miller, who treats fashion for the Sport Newsletter, predicts that the inflow of brand interest means that traditional kit makers should improve their game. While Nike might ensure that Osaka blinds and attracts Alcaraz in a lush attention plum Twinset, the ready-made tennis clothing is in the direction of boring. Miller points to the number of stars, including the popular Americans Taylor Fritz and Frances Tiafoe, who left the iconic Nike Swoosh – in the footsteps of Roger Federer, who moved from Nike to Uniqlo in one $ 300 million deal Back in 2018.

“Nike dedicates most of his resources to the top two players,” votes Schiffer – Nike dresses Sinner and Alcaraz, and ladies no. 1 Aryna Sabalenka – “So other players have made the smart decision to look somewhere else, where they can get more money and specialized attention.”

Jack Draper van Groot -Britain, The World No 5 -As Burberry -Ambassador and BFF from Anna Wintour -Koos Queens to debut his partnership with the Californian Athleisure brand Vuori.

“Players have continued – they no longer have to be just one of the 20 players in the schedule of a brand,” says Miller. Instead of being confronted with an opponent in identical uniform and a common complaint from fans and, in the mid-years, the middle, Maria Sharapova – Players create a more individualized picture to stimulate their profile and income. Nine of the Top 10 Tennis -earners In 2025, more money earned notes than prize money. Some players, like Andrey Rublev And Taylor Townsendhave even set up their own labels.

Coco Gauff, who has a collection with Miu Miu and New Balance, Thinks the tennis and fashion -crosover Makes the sport more accessible: “We clearly have core tennis fans, but fashion brings casual fans to the sport.” Gauff also believes that looking good has a positive effect on her performance.

But a remark of caution by Stuart Brumfitt, editor of the magazine Tennis Lifestyle Bagop de meer outré-outfits: “De Pro’s proberen deze enorme virale momenten te hebben met deze statement-stukken, proberen de tunnelwandeling na te bootsen die al eeuwen een groot ding in basketbal is, of zoals boksers die de ring betreden in hun flitsende jurken. Maar het is vaak een beetje een beetje, een beetje een beetje, een beetje een beetje, een beetje een beetje, een beetje een beetje, een beetje las, een kleine lasveget

Under that somewhat flashy Djokovic jacket? A slick, simple whole black look, reminiscent of Roger’s “Darth Federer” 2007-Fit-one of the most beloved looks of recent decades. Simple, sleek and not a diamond in sight.