US Open Fashion PreviewFashion27 August 2018
By Larasati Oetomo
Some say tennis is a luxury sports. Since its commencement up to Open Era, many luxury brands are the ones behind the success of the year-long tour.
Often enjoyed by the upper-class of society, tennis is one of few sports that have raised giant brands including Lacoste, which was found by ex-tennis player Rene Lacoste, and Rolex, the “Official Timekeeper” of Wimbledon since 1978.
Everything on and off the court matters. Since the Big Four era, there are a lot of major changes on what the players use and wear. It’s no longer about sportswear only—the segment stretches from fashion retail chains to fashion designers. Welcoming the US Open, the last Grand Slam in tour calendar, top players introduced their latest fashionable gears.
We all know that Federer currently left Nike and signed a partnership with UNIQLO, succeeding fellow player Novak Djokovic. He came out in UNIQLO outfits for the first time in Wimbledon 2018, and will return with crimson outfit for the US Open.
What’s interesting is the fact that the GOAT agreed on a 10-year deal with UNIQLO, which means he will be 47 when the contract expires. This is a part of UNIQLO’s branding as LifeWear products, and tennis is a good balance between sportswear and daily wear.
The Queen has always been able to surprise her fans. Remember when she introduced the Gladiator look in 2004 with denim skirts, leather jacket, and knee-high boots?
Living up to her name, she just released her latest collaboration with Nike that includes Off-White creative director Virgil Abloh. Named as The Queen Collection, the line is separated into daytime and nighttime dress. Nike also completed the collection with NikeCourt Flare 2 limited edition shoes, also designed by Abloh.
Djokovic joined Lacoste last year, which later becomes one of the most expensive fashion deals in tennis. Believed to be able to reimagine Rene Lacoste’s legacy in sportsmanship and style, Le Croc keeps releasing Novak Djokovic collection to brag about. Belting almost a century of classic and sportive design, the brand currently introduced the latest pieces from Novak Djokovic collection that will debut at the US Open.
GARBINE MUGURUZA & ANGELIQUE KERBER
The Sports X Fashion crossover has dated back to few seasons before Nike worked with Virgil Abloh. Almost two years ago, British fashion designer Stella McCartney joined Adidas to create war kits that do not only support technology, but gracefulness as well.
For this year’s US Open, two of their evangelists including Garbine Muguruza and Angelique Kerber will proudly wear the latest pieces from Barricade collection. Recognizable by its diamond pattern mesh, the dress does not only prove its chicness, but effectiveness on court as well.
PHOTOS Courtesy of UNIQLO, Nike, Lacoste, and Adidas