For a sport rooted in tradition, tennis has become surprisingly fashionable.
Once associated with strict white dress codes, country clubs and conservative sportswear, tennis has evolved into one of the most influential style movements in modern fashion. Today, the sport inspires luxury collections, streetwear trends and entire aesthetic movements. What was once simply practical clothing designed for athletic performance has become a source of inspiration for designers, influencers and fashion lovers around the world.
The Functional Origins of Tennis Style
Many of the design details we now associate with tennis fashion were originally created for practical reasons.
Pleated skirts allowed greater movement on court. Polo shirts helped players stay cool during long matches. Lightweight knitwear provided warmth between sets. Crisp white clothing reflected heat and hid sweat less visibly under the harsh summer sun.
These functional elements created a clean and timeless look that continues to resonate today. Unlike many sporting uniforms that prioritise utility above all else, tennis clothing developed a distinctive elegance that naturally crossed over into everyday fashion.
The appeal lies in its balance. Tennis fashion feels sporty without being overly technical, smart without being formal, and relaxed without looking untidy.
Serena Williams Changed the Rules
No discussion of tennis fashion would be complete without Serena Williams.
Throughout her career, Williams challenged expectations of what a tennis player could wear. From denim skirts and bold colour combinations to her famous black catsuit and tutu-inspired outfits, she demonstrated that performance wear could also be a powerful form of self-expression. Her fashion choices helped broaden the conversation around individuality, femininity and athleticism in professional sport. (Wikipedia)
Williams showed that athletes could become style icons in their own right. She blurred the line between sportswear and fashion, paving the way for a new generation of players who view clothing as an extension of their personal identity.
Her influence extended beyond the court, inspiring collaborations, fashion collections and a growing appreciation for tennis as a cultural force rather than simply a sporting one. (Wikipedia)
Naomi Osaka and the New Era of Tennis Fashion
If Serena Williams opened the door, Naomi Osaka has confidently walked through it.
Osaka represents a new generation of athletes who understand the power of fashion as storytelling. Her recent tournament appearances have attracted attention not only for her tennis but also for her carefully curated looks. From couture-inspired walk-on outfits to collaborations with designers and luxury brands, Osaka has helped transform tournament entrances into fashion moments. (Istituto Marangoni)
At Wimbledon, Osaka recently wore a striking outfit inspired by traditional Japanese ceremonial dress, demonstrating how personal heritage, fashion and sport can coexist on one of tennis’s most traditional stages. (Vogue)
Her influence extends well beyond the court. As a global ambassador for luxury brands including Louis Vuitton, Osaka has become a symbol of the growing relationship between high fashion and professional sport. (Istituto Marangoni)
Luxury Fashion Falls in Love with Tennis
Fashion houses have long admired tennis, but in recent years the relationship has become more visible than ever.
Louis Vuitton, Chanel, Celine and Miu Miu have all embraced tennis-inspired aesthetics. Whether through capsule collections, luxury sports accessories or advertising campaigns featuring tennis players, these brands have recognised the enduring appeal of the sport’s visual language.
The reason is simple. Tennis embodies many qualities that luxury fashion values: elegance, aspiration, discipline and timeless style.
Celine’s minimalist approach feels perfectly aligned with classic tennis whites. Chanel’s sophisticated take on sportswear echoes the effortless glamour associated with courtside spectators. Louis Vuitton’s travel heritage naturally complements the global nature of professional tennis, where players and fans move between iconic destinations throughout the season.
Even those who have never picked up a racket find themselves drawn to the aesthetic.
