by On Saturday all the eyes are directed to Amanda Anisimova of the United States when they compete against Poland Iga świątek in the Wimbledon women’s finals.
But this week there was another rally before grass.
It was Catwalk V Center Court because collapsing schedules meant that the Haute Couture Fashion Week in Paris started with the championships in SW19.
As with all games, there can only be one winner, and surprisingly, it seems more of the suburb of London than the French fashion capital, which claimed the competition.
While Couture Hollywood Stars was not too little – – Demna’s last show for Balenciaga included appearances by Kim Kardashian and Nicole Kidman as well as the singer Dua Lipa and the rapper Cardi B in the front row in Schiagarelli – – Wimbledon greeted a versatile mix, from the pop star Olivia Rodrigo to the Bukayo Saka from Arsenal and the Oscar winners Mark Rylance and Cate Blanchett.
Yasmin Eady, the co -founder of Raven, a communication agency based in London, describes access to the tournament as a “more desirable than ever before”.
Ralph Lauren, Wimbledon’s official outfitter since 2006 (which means that the brands dress all tournament staff), organizes a number of stars to which the actors Ncuti Gatwa and Andrew Garfield belonged.
In contrast to a fashion show that only lasts 10 minutes, a match in front of the Center Court can take hours, but this does not seem to be a deterrent.
“Wimbledon has become a must-have ticket for celebrities,” says Daniel Yaw-Miller, sports and fashion journalist and founder of the sports verses. “It is one of these events that receive a certain status in the celebrity world when they are seen. It shows that they move in certain circles.”
The fusion of sport, celebrity and fashion is a growing trend in all types of sports, including Formula -1 and football, but this year’s Wimbledon, the third of four annual Grand Slam tennis tournaments, has shown how integrated the two worlds have become. Tennis has come for luxury fashion and luxury fashion for tennis.
Exciting rallies of athletes such as Carlos Alcaraz and Coco Gais have aroused interest in sport that signals a transition in the game when this new generation of stars after the resignation of greats such as Roger Federer and Serena Williams takes over. Yaw-Miller describes Alcaraz as a “new rock star” and “athlete of an athlete”. After his match against Cameron Norrie, Saka and Jurriën Timber took photos with him.
This season, the Italian player Lorenzo Musetti used the championships to announce his new role of the Bottega Veneta Ambassador by going to the pitch in a woven white leather jacket of the brand. It may have been eliminated in the first round, but the virality of the images shows what effects a fashion partnership can have, even if a jacket is worn for a few minutes.
Marisa Hordern, the founder and creative director of the British Jewelery Brand Missoma, says that the company focused more on Wimbledon than on Glastonbury. “The championships feel more culturally relevant and exciting. In terms of brand fighting in Great Britain in relation to sporting events, it is No. 1.”
When an earring from GaISF from Missoma’s new tennis collection failed in the middle of the game, the clips of her opponent Dayana Yastremska quickly spread. Some compared it to Chris Evert’s 1978 US Open moment when her bracelet fell off. “It was one of these unpleasant moments that were currently PR gold,” says Hordern. So far, the collection has predicted 53% better than the brand.
Eady says that a picture of a player or a celebrity viewer who wears a piece or wears an accessory is strongly desired by brands.
It also extends to the partners of the athletes. The influencer Morgan Riddle, Taylor Fritz ‘girlfriend, regularly works with brands like Valentino and Ferragamo on their viewers outfits.
According to the Startmetrics data companyPresent Last year of the Challenger Star Zendaya in the Polo Ralph Lauren Suite, more than 2 million GBP achieved for the US brand.
In contrast to other sports events, the spectators sit in the Royal Box in the immediate vicinity of the courtyard and often end up in the background of reporting. Eady says: “If you have someone who wears a brand and likes the cameras as someone who smiles to the cameras [Novak] Djokovic wins a final set, that’s the money shot. “
