Tennis fashion becomes luxury runway as stars redefine sportswear

The intersection of tennis and fashion has intensified, with players using custom outfits as personal branding tools. At the 2025 US Open, Naomi Osaka wore a sparkling mandarin ensemble with Swarovski accessories and a red Labubu charm. Taylor Townsend debuted her own TT logo brand, following Venus Williams' EleVen line. Venus Williams, 45, wore ERL and Phillip Lim at the Open. Jannik Sinner and Carlos Alcaraz remain with Nike, while Hugo Boss signed Taylor Fritz. Jack Draper became Vuori's brand ambassador. Maria Sharapova, who pioneered athlete fashion with a Givenchy-inspired dress at the 2006 US Open, returned for a Hall of Fame tribute in an updated version. Athleisure brand Alo, founded in 2007, plans luxury leather bags and a Paris store. The trend reflects a shift where health and wellness rival traditional luxury symbols for high-income Millennials and Gen Z.