Tennis fashion is exploding at the US Open
Before starting in New York Fashion Week in Manhattan, some brands make an early pit stop at the US Open’s Blue Hard Courts in Queens.
Only four days, the two towns, which have started to have more common points than ever before, separate their glasses.
In a sport where brands like Nike and Adidas were once the only player, Gucci and Miu Miu’s logos began to enter.
Tennis fashion is increasing and the luxury fashion industry does not want to stay out.
Luxury fashion partnerships in the tennis world were historically a bit rare.
In recent years, they have been testing the waters and recent agreements have been flowing – Lorenzo Musetti and Bottega Veneta, Jack Draper and Burberry, Stefanos Tsitsipas and Canali and Zheng Qinwen and Dior since January.
Coco Gauff wore tennis dresses partially designed by Miu Miu for three tournaments this summer.
“Fashion helps to bring ordinary fans to sports,” he said.
And Jannik Sinner, who is at the top, has usually carried a Gucci tennis bag since his partnerships started in 2022.
Collaborations are increasing. And they cause a buzz.
Musetti, Wimbledon’da white jackets wearing the brand’s first athlete Bottega Veneta as the Ambassador of the brand, both sports and fashion worlds were taken.
“It was really great because every magazine, every fashion magazine was talking about it.
“I think tennis courts can be a scene.”
Tennis’s increasing cultural capital sport has made a scene for players and fans.
However, luxury fashion brands flock for more than their latest popularity.
“Tennis is the dream of a marketer, because it passes too much demography and still prestige, Me said Meeta Roy from the Fashion Technology Institute in New York.
“This () The difficulty of the luxury brand business model as it is today: how do you hold high net value individuals? However, most income is directed by those interested in accessible luxury. Most of the time, you have a two -layer marketing strategy for different groups.… But tennis is the place where it can exist together.”
When the historical relationship of sports with the rich is combined with its general popularity, it makes its courts the opportunity to marketing for the perfect marketing for the luxury area.
According to Stuart Brumfitt, editor of Tennis Lifestyle Magazine Bagel, it does not hurt to pass through many big cities around the world, and at the same time there is a simple fact of “quite a lot of sex attractiveness ..
“With this young period (players) all have great social media follow -up.… They have a lot of access,” he said.
“They do not disappear in the team because it is an individual sport. If (a brand) supports that person, they will take all their viewers.”
A variety of access to the other large show in the New York Fashion Week, which began on September 11th, openly made the United States open from marketing perspective.
Roy, “Anyone looking at the content of a brand’s runway shows that the brand is already a fan of the brand. However, when Musetti (Bottega Veneta jacket) exploded for the world, it’s a completely different audience,” he said.
“Everything is about attracting a non -traditional fashion customer.”
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