An article by Lara Walsh
The days of frantic six a.m. queues and strawberries lathered in cream may be over for another year, but the iconic all-white branding of the Wimbledon Tennis Tournament lingers far past the fortnight. Visions of its pristine courts and unerring grandeur will stay etched in public memory as an enduring symbol of British timelessness.
Tennis core has been decidedly ‘in’ for the last few years, with the Miu Miu Tennis Club and influencer brand trips to the Opens fusing the worlds of style and sport. But its popularity beats that of just another TikTok microtrend. Luca Guadagnino’s Challengers featured characters donning Jonathan Anderson’s carefully styled pieces, a global hit bringing the game to the fore of glamour. Yet tennis has long exceeded the bounds of athleticism, upholding the standards of esteem and elegance.
Miu Miu Tennis Club in St. Tropez
Challengers (2024)
Wimbledon catches this as its apex. Since 1877, its all-white dress code has transformed the tournament into an A-list event, unparalleled in style and sophistication. This year alone, attendees included the Royal family, David Beckham, Andrew Garfield, and many more. Fans walk the event as a runway of minimal and luxurious looks, displaying summer style at its finest. Chasing highly coveted tickets, Wimbledon is the all-British event that ‘anyone who is anyone’ would do poorly to miss.
ON-COURT FASHION
As with any event of such high calibre, brands devote their efforts to capture the court and make their mark. As practicality meets innovation, uniforms have evolved into hyper-functional fashion statements in themselves. Adidas, On, and Nike are just some of the brands that decked out players in pristine, clean-cut silhouettes for the duration of the tournament. Coco Gauff’s New Balance tennis dress featured a corset design with intricate embroidery and 3-D butterflies and strawberries stitched into the top, connected to the skirt by a British Punk-inspired belt. Gauff’s look walked the line between peak athletic performance and intricate, meaningful storytelling.
Coco Gauff’s New Balance Tennis Dress at Wimbledon (2025)
Heritage brands retain their prestige amongst Wimbledon’s aesthetic, with the tournament casting off new sponsors to preserve their ad-free court view. As the official timekeeper, Rolex has become intertwined with the tournament’s iconography, as has Ralph Lauren, who dresses the court officials and ball kids.
Ralph Lauren Tennis Imagery
COURTSIDE STYLE
Despite not being affiliated with Wimbledon, there were plenty of brands that played themselves in. Attendees take the opportunity to show their takes on ‘tennis-core’, with an array of sophisticatedly curated looks. The Princess of Wales wore a Self Portrait dress with strict tailoring and detailing. Meanwhile, Keira Knightley, also opting for whites and creams, leaned into a quiet luxury look with accents of Chanel jewellery.
Catherine, Princess of Wales in Self Portrait the Ladies’ Singles Final of the Wimbledon Championships (2025)
Keira Knightley at Wimbledon (2025)
Light hues, preppy pinstripes, and pops of yellow took centre court this year, with silhouettes ranging from gentle and flowing to strictly tailored. Wimbledon is the prime opportunity for brands to showcase their statement summer pieces in the home of refinement.
GAME, SET, MATCH
Fashion often uses sport as its playing field, and Wimbledon is its Super Bowl. Athletes are ambassadors in motion, championing brands as they capture audiences with their performance and presentation. From the starting serve to the final set, Wimbledon is the pinnacle of style in sport, holding the two steadfastly entwined and inspiring creativity for generations.
The Violet Post
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