The Intersection of Womens Tennis, Wimbledon, Fashion and Film
The rise and commercialisation of tennis culture and the #tenniscore trend
Now more than ever, with the proliferation of social media; fashion, film and sports have become incredibly intertwined. Thus giving opportunities for creativity, innovation and collaboration between fashion brands, filmmakers and athletes.
With the tennis event of the year taking place for the first two weeks of July; the Wimbledon Championships, we can explore the phenomenon of tennis as a culture and how it has been booming these past few years. From the release of the highly anticipated Luca Guadagnino directorial; Challengers, to a plethora of luxury brand collabs with sports stars, as well as commercial fashion brands selling tennis-inspired clothes, to the trend of “tennis-core,” among influencers, tennis is no longer simply a socialite sport limited to handsomely paid talent grunting and sweating on the court to secure a no.1 placement and major luxury campaigns.
For the past two summers of living in Wimbledon, SW19, a historic zip code, a historic place of power, I have witnessed the epicentre of tennis swarming with tennis lovers, players and spectators alike. Some have spent a fortune on tickets, travelling from other countries even, to take in the energy and excitement of the annual tournament. A stampede of women in floral print dresses and men in straw hats are embedding the SW19 area like ants. Wimbledon any time of year is calm, not as populated or buzzing as other parts of London, but for the next two weeks, I will have to hold my breath and keep my patience at bay from the sheer amount of masses flooding the vicinity. It makes me question, what is this obsession? Is it genuine? Or is it the power of influence and social media?
Why is nobody talking and involved socially in any other sport as much as in Tennis? Like swimming, badminton or volleyball? Because they are not sensationalised and ingrained in culture as much. What makes tennis so special? Tennis has become more than just a sport to play or watch. It has become a culture that people from all walks of life can participate in; whether you play professionally, play as a hobby, watch tennis or simply follow the fashion trends or watch movies about tennis. The element of luxury and upper class has become a trend of sorts that allows people of a lower social standing to still be able to participate in elements of luxury and tennis is included.
Furthermore, unlike other sports, Tennis is a level playing field for men and women in terms of participation. Both genders are equally involved and represented in the sport, making it a very gender-balanced sport. This sport has made some huge superstars out of men and women from a very early age. There are so many clubs, leagues and groups available today for people of all ages, backgrounds, disabilities and socio-economic status to learn and compete in tennis on a professional and amateur level. “Female participation for adults has also risen, from 1.48m in 2021 to 2.35m in 2023,” as well as “Female participation for adults has also risen, from 1.48m in 2021 to 2.35m in 2023,” according to iNews.
I have had the taste of tennis from an early age, showing promise in the sport when taking some classes throughout my childhood. Although I didn’t continue taking it seriously, despite the potential, I have revisited it recently after moving to Wimbledon. It would be a crime to not play tennis and take some lessons while living here. Now as an adult, I can enjoy the game in conjunction with the benefits of cardio and also dressing cute every time I take a lesson.
Tennis fashion is a blend of comfort, sporty, retro as well as summer-appropriate with a touch of class and quiet luxury that makes athleisure, and tennis-core style a staple on and off the runway this summer. From Loewe to Dior, to Miu Miu and Lacoste collections participating in this trend. In conjunction with the big rise of tennis participation on an amateur hobby level, new brands have emerged like Oysho, Outdoor Voices and Sporty & Rich that promote not only their items of clothing but overall an aspirational lifestyle focused on fitness, health and self-care. These ventures bring communities together too.
Women’s tennis has brought about some incredibly versatile players like the Williams sisters, Emma Raducanu, Naomi Osaka, Coco Gruff and Iga Świątek who simultaneously rack in prize money and endorsements. From typical sports brands like Nike, Adidas and Asics to Gucci, Louis Vuitton and Tiffany & Co. For example Emma Raducanu, who at only 21 years of age, had earned around £13 million in 2023 only for endorsements. Coco Gauff, only 20 years old, had earned £16 million last year only for her endorsement deals. Young women are swinging for financial glory before they turn 30. In fact, currently the top four ranking women’s tennis players according to WTA are all under 30 years old. Iga Świątek, Coco Gauff, Aryna Sabalenko and Elena Rybakina. The top 10 are all 30 and under currently.
It is exciting to see female tennis players expressing their sense of fashion on the court; a big one has been Serena Williams and Venus Williams — two amazing players who do not shy away from showcasing fun outfits on the court. From denim skirts, to tutus, to exciting accessories, the Williams sisters are inspiring. They have recently walked the Vogue World Paris runway; a fashion show and all-around celebration of Parisian fashion from the 1920s till now giving a nod to sports. Moreover, their biography, especially their childhood and career beginning have been produced for the big screen in a 2021 feature film called King Richard, showing the humble yet determined beginning of the girls.
One must keep their finger on the pulse to be aware and informed on the rapidly growing market of fashion, sports, film and celebrity. It is no longer enough to be the strongest athlete with a great work ethic, today one must have great representation, PR and social media relevancy to stay relevant. Ultimately it has become a collaboration of high profile people. Seeing young women in their early 20s already being the faces of TAG Heuer or Tiffany and Co. gives an impression of otherworldly talent and success. Instead of models, we see sports trailblazers and film idols on the covers of campaigns. The runways, along with models, are sprinkled with movie stars and sports stars, especially young ones. Yet brands like Tala and Gilly Hicks give regular girls an opportunity to dress in tennis outfits without spending a fortune to look like their sports idols and fashion idols like Serena Williams or Zendaya. No wonder so many clothing companies, big and small, are releasing tennis-inspired clothing collections. Perfect for summer.
Non-tennis players who have made a big imprint on film, fashion and even sports is Zendaya who has made some incredibly lucrative deals with fashion houses like Loewe and most recently On. After her starring role in Challengers, a tennis love triangle story opposite Josh O’Connor and Mike Faist, Zendaya has upped her status as a film superstar, fashion icon, sports enthusiast and supporter and an overall icon of a business savvy, sophisticated and talented young woman who inspires many with her influence. Jonathon Anderson, the creative director of luxury fashion brand Loewe (which is currently flourishing) served as the fashion designer on the set of Challengers, thus bridging the industry of film, fashion and sports.
Because the world is so involved and influenced by celebrities’ personal lives, tennis stars included, as they too are celebrities, Challengers, although fictional, allows the audience, tennis lovers and celebrity fanatics to glimpse into the personal lives of tennis players, sexy ones, talented and passionate ones, at that. That is why Challengers also is so popular in pop culture discussions, it is an inside story of tennis players, a love triangle, stylish, erotic and desirable. We all want to be attractive, fit, rich, successful, desired and dangerous and Challengers includes us in that tale.
Life is a competition, a succession of moments where one is challenged. Tashi (Zenday’a character in Challengers) is relentless to win no matter the circumstances. She is on a mission to make it out on top. She knows that she has the power to win. Challengers is a female-driven film about a female fighter who despite setbacks, fights for her glory. You can also watch Battle of The Sexes (2017) and previously mentioned King Richard (2021) for feature films based on true stories about women trailblazers in tennis.
Tennis is an individualistic sport, you don’t have to share your wins and glory with anyone but yourself. No teammates just you in the spotlight. A tremendous level of gumption, confidence and self-belief is required if you want to be a champion and we can see this with tennis champions, men and women, they have this undeniable and matter-of-fact knowledge in their power to win. The Williams sisters always knew they would be tennis powerhouses, no doubts about that. Trailblazers like Billie Jean King (20 Wimbledon title wins), Chris Evert (3 Wimbledon title wins), Martina Navratilova (9 Wimbledon title wins) and Steffi Graf (7 Wimbledon title wins) paved the way in the 70s, 80s and 90s for young champions today like Coco Gauff, Naomi Osaka and Iga Swiatek. The former ran so that the latter could walk, as they say. Nonetheless, the standards of techniques, strength and tactics have risen to a bar beyond belief. Tennis players are far more resilient, and athletic than ever before due to the intensity and growth of diets, workouts and supplements. One can even compare the slighter and slim build of professional tennis players from decades before with today’s muscly, stoic warrior queens.
With the rise of quiet luxury and old money aesthetic, now more than ever people, especially millennials and Gen Z people want to associate themselves with an upper-class sensibility, from golf to tennis, and private members clubs, we see the rise of aspiring to be part of this lifestyle. For many, it is not a realistic part, but one can certainly look like it. After all Wimbledon, specifically is an upperclassman sport, spectated by the royal family, the all-white attires, the greenery and the location all play a part in the sport being a luxury experience.
So keep your eyes peeled on major fashion stars coming to Wimbledon, musicians, actors, filmmakers, fashionistas and sort players and celebrities. Wimbledon is an institution of the most prestigious calibre that attracts thousands of people to revel in the glory of established and up-and-coming tennis talent from all around the world, and with that comes a history of iconic moments and cultural milestones.
A lot of fashion trends have their roots in tennis; from pleated mini skirts to streamlined skorts, tennis bracelets, stripes, and polo shirts to all-white ensembles, tennis as fashion history plays an integral role in fashion today. We can expect a revival of vintage styles coming back as a nod to the past, especially the 70s and 80s. The retro aesthetic is timeless just like the Adidas Stan Smith trainers.
A rundown of 3 major women tennis players who have influenced not only Wimbledon tennis history but also fashion, film and culture.
Serena Williams — custom Nike denim skirt 2004 @ US Open
Maria Sharapova — custom Nike tuxedo top and shorts, June 2008 @ Wimbledon
Billie Jean King (founder of WTA) — custom Ted Tinling embellished mini dress 1973 @ Battle of the Sexes, Houston
Tennis has become bigger and more inclusive than ever! Women should continue to push the athletic and style boundaries in tennis, on and off the court. So keep an eye out on the Wimbledon courts and you might just see some hidden style gems, also keep your eyes peeled on major celebrity’s court-side cheering. Sport, film and fashion are empowering to women of all ages and backgrounds. Women should be represented, supported, and encouraged to be the best version of themselves and harness their potential, talents and power for success.
To know more about the origins of women’s tennis, especially at the Olympic level you can read my earlier medium article here.
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