Tenniscore: trend or legacy?

The relationship between fashion and tennis is a story fundamentally based on elegance and innovation. From the formal white outfits of the early 20th century to the bold designs of recent decades, style on the courts has evolved significantly.

Great icons like Björn Borg and Serena Williams not only highlighted the sport but also influenced fashion trends. Brands like Nike and Adidas, in partnership with haute couture designers, introduced technical fabrics that enhance performance and transformed the sport on the courts into a runway. Today, fashion in tennis continues to blend functionality and style, reflecting a rich cultural heritage and a future of sustainable innovation.

The aesthetic of "Tenniscore" is gaining more and more space on social media and notoriety, thanks to the boost from the movie Challengers, starring Zendaya - one of the names that today dominates street style; through the narrative of the romantic comedy, the director not only brings humor, competition, and romance but also highlights tennis as one of the most recognized sports today. Loewe and Louis Vuitton played significant roles in the film's press tour, both fashion houses created memorable looks for the stars, with sophisticated and innovative pieces that attracted the audience's attention not only to the film but also to the red carpet.

HISTORY OF TENNIS AND ITS ASCENT

Starting in the 18th century, it is believed that various peoples participated in its construction, from Greeks to Romans; however, it was through France that we know the sport as it is today, based on the concept Le Jeu de Paume: game with the palm of the hand. It was played on enclosed courts, with athletes using their palms to hit a leather ball over a net. Over time, rackets were introduced, particularly popular among the French nobility during the Middle Ages and the Renaissance.

To say that there were no signs of the trend's repercussions would be an exaggeration, as since the pandemic of 2020, in the years that followed, the search for sports gradually grew. And tennis among them gained greater visibility, leading us to create an intersection with fashion and bring a revitalization to this relationship.

TENNISCORE

This partnership was ideal to move out of the comfort zone of the basic. "Tenniscore" stands out for its mixing of preppy/school style with the sporty aspects of tennis that referenced the uniform used on the court - with the use of sweaters, polo shirts, caps, visors, among others. Based on light tones with references to quiet luxury, a style applied to bring centralized glamour through clothing with elegance, exclusivity, and a silent richness.

Through history, we can narrate various movements and cultural and social phenomena that impacted the fashion industry. And sports were not excluded from this; on the contrary: with the arrival of the 1920s, the prominence of René Lacoste became significant when he introduced the hallmark of one of the most present pieces in our daily lives, the "polo shirt" which gained notoriety on the streets and spread the tennis aesthetic beyond the courts.

BRANDS AND COLLABORATIONS

Intimately linked to sportswear in the tenniscore trend, even before this current boom, there were already brands that took on various roles in sports fashion. Fred Perry, for example, is a brand that was created in 1952, in honor of the three-time champion Fred; known for its polo shirts marked by the classic laurel crown logo.

Another tennis player who had his name on a brand was Stan Smith, who upon launching the first models in collaboration with adidas, became a reference in casual style in sports fashion. Transcending the clothing seen on the courts, becoming increasingly popular in the market.

And the classic crocodile brand is no exception. Founded by tennis player René Lacoste, it has been revolutionizing the sports fashion market with an influential role in the clothing of tennis players since the 1930s.

Since its rise, the brands Miu Miu, Lacoste, Gucci, and Louis Vuitton have stood out in the immersion of the trend within sportswear, through various projects. For example, the Miu Miu x New Balance 574 sneaker collab, Lacoste at Paris Fashion Week with its Winter 2024 collection - a revitalization of the tired tennis codes in the market, Gucci with the duffle bag in partnership with tennis player Jannik Sinner, and Louis Vuitton with the customized "Tennis Bomber Jackets" featuring the brand's logo on every piece.

These brands have entered the use of the trend, with an attractive and unique vision in the pieces and runway elements that referenced the world of tennis and the environment it carries with it. Thus allowing an immersion of the public into the world of tennis players without having to enter the courts.

And not only did brands immerse individually in their campaigns, but they also performed collaborations, such as Tyler the Creator with Le FLEUR for Lacoste. Developing a collection based on tennis, using all the visual languages of the sport carrying the essence of both with refined patterns, with polos and college jackets with a fluffy appearance, wrapped in a subtle color palette and pastel colors.

As we have seen, Lacoste led many projects involved in sportswear, and among its collaborations, it engaged with brands that already had such an aesthetic. In June 2023, in union with Sporty & Rich, they created an elegant and sporty capsule collection, launching a contemporary logo that refers to those private clubs for the elite.

In August of that same year, Casablanca launched its first tennis racket developed by MAD and produced in the UK, in honor of its origins, and celebrated this launch alongside a campaign of tennis-inspired clothing.

LEGACY

However, it is clear that the tenniscore trend, although currently on the rise, has its roots deeply embedded in the fashion and culture of past decades. This renaissance not only brings a nostalgic and innovative mix but also rescues classic languages of sportswear that adapts to the contemporary context.