US Open: Why play tennis stars like Venus Williams in luxury fashion

All in white – so enter Venus Williams At the US Open the space and looks as if it had dressed in accordance with the rules for Wimbledon. The famous Grand Slam tournament has a strict all-white dress code, very different from New York. But Williams would not be Williams if this look didn’t have a special twist. And she carries it when moving into the stadium in her right hand: a thwar bag made of light plush. A look that screams: look! Me! To!

It’s a shame that the look brought her luck! Williams resigned in her first round match against the Czech Karolína Muchová after three sentences. The 45-year-old had recently paused for two years. Now she used her short comeback, probably regarded by critics, for a good cause. Not only did she wear a different look with every single and double game, but also campaigned for special US brands.

The white dress and the plush pocket that she was wearing against Muchová? Comes from Erl, a small streetwear label Californiawhich is more known for his rough skater clothes than for noble tennis looks. Williams also sensed two designer brands worldwide. So she wore a black skirt with a suitable ruffle jacket from Luar at the night tournament with tennis legend John Mcenroe. The Raul Lopez brand, a US designer with Dominican roots, has long been one of the favorites of superstars such as Rihanna and Beyoncé.

However, Williams created the greatest sensation with a tennis dress that the New York label Khaite tailor-made for her mixed double game with compatriot Reilly Opelka: a dark blue dress with white piping on the hem. In the fashion world, the brand is currently so much in demand that even stylists and fashion editors pronounce the name. Although the dress khaite gave big media hype, Williams should also have benefited himself, they noble fashion-Insiderin.

Because in the tennis world, athletes have long no longer only fight tournament victories and high prize money, but also for the best sponsors. In the past, it was brands like Nike or Reebok, but now luxury labels become a financially strong ace of some players. You know: the more melodious the company, the higher your market value. Jannik Sinner With tennis accessories and away from the course with fashion from Gucci, Matteo Berrettini and Taylor Fritz Laufen have long been in Jerseys from Boss.

The Miu Miu luxury brand in tennis has recently been mixed up. Together with New Balance, she equips the American Coco Gauff, who recently won the French Open. She was still wearing conventional fashion of the Italian brand for the award ceremony, but at the subsequent tournaments in Rome, Berlin and Cincinnati you could already be seen on the pitch in tennis dress with MIU Miu logo.

Stars such as Andre Agassi and the Williams sisters Serena and Venus have always caused a stir with eccentric looks, but the big hype in fashion triggered the film “Challengers” in particular in early 2024. Since US actress Zendaya appeared on the screen and later on her press tour in elegant outfits, luxury brands tore themselves to be able to equip them. Suddenly “tenniscore” – wrinkles, polo shirts and white sneakers – was announced again everywhere. Logical that since then more and more luxury brands have been plunging on the protagonists of the clean-image sport.

Last but not least, Roger Federer demonstrated how lucrative the business with fashion brands can be. The Swiss tennis star was recently included in the group of sports billionaires. He won countless tournaments, eight times in Wimbledon, but the majority of his assets come from advertising contracts. Federer is said to have received a whopping $ 300 million in 2018 for his change from Nike to Japanese fashion branchist Uniqlo.

“The Center Court is not a catwalk, but I already pay attention to what I am wearing on the field,” said Federer once. A advice that apparently many tennis stars take to heart today.