That’s why tennis core is one of the most important fashion trends in 2023
Tennis owes its current comeback in large part to the pandemic. In times of “social distancing” and outdoor activities, playing with the balls proved to be the perfect sport: After all, a net and (!) a space almost 24 meters long separated you from your opponent and his/her viruses. But even now that social life has long since returned to normal, the great popularity of tennis – and the associated fashion – is unbroken.
Tenniscore plays with the strict dress codes of the traditional sport
“Brands that have not traditionally been associated with the sport – from fast fashion to luxury houses – are now also getting involved in mainstream tennis culture,” says Jason Kim, SVP of Marketing at Lacoste North America Comeback of the sport and its aesthetics: “Through content and products from this field, the increasing popularity of tennis clothing has ultimately created a new trend – tennis core.”
Tennis is one of the sports known for its dress code. It even goes so far that players at Wimbledon can be fined if they don’t appear on the pitch dressed entirely in white (such as Nick Kyrgios, who wore white Air Jordan 1s this year but with red details ). In 2018, Serena Williams’ black catsuit at the French Open prompted an (unnecessary) ban on similar outfits from the French Tennis Federation. Paradoxically, while the official fuss over the mandatory dress code feels outdated, off the pitch the traditional attire seems all the more rebellious.
Tenniscore combines the codes of sportswear and streetwear
The growing interest has already led to numerous collaborations: Classic tennis brands such as Lacoste have broken new ground to make the style wearable on and off the court. Through partnerships, such as with APC and Awake NY, “traditional sportswear has been expanded to include aspects of streetwear,” says Jason Kim.
Lifestyle brand Sporty & Rich, founded by Emily Oberg, recently launched a collection in collaboration with Prince: “We want to encourage customers to live healthier and happier lives and because we know that an activity like tennis can contribute, it is also part of our brand ethos,” says the founder. The collection – a mix of lounge pieces and simple essentials like tennis skirts and tank tops – manages to retain the technical elements of sportswear but give them a fashion twist.
Tenniscore is also about the vintage aesthetic of court wardrobes
While the technical aspect is important for those working on their serves and backhands, it’s not necessarily the main draw for those adopting the look on a day-to-day basis: “The contemporary take on the street-style tennis look and the nod to the The vintage aesthetic of traditional court attire is interesting to watch – it shows the generational evolution of the sport,” says Jason Kim.
2023-08-07 15:27:02
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