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Your support makes all the difference.<\/strong>Read more<\/p>\n Before New York<\/a> Fashion Week kicks off in Manhattan, some of the incoming brands are making an early first stop elsewhere \u2014 out in Queens<\/a>, on the blue hard courts of the U.S. Open, where play continues through next weekend.<\/p>\n Just four days separate the two crosstown spectacles, which are beginning to have more in common than ever before.<\/p>\n In a sport where brands like Nike and Adidas were once the only players, the logos of Gucci and Miu Miu have started to weave their way in. Tennis<\/a> fashion has been surging, and the luxury fashion industry doesn’t want to feel left out.<\/p>\n Luxury fashion partnerships in the tennis world historically have been somewhat sparse. They’ve been testing the waters in recent years, and lately, the deals have been flowing \u2014 Bottega Veneta<\/a> with Lorenzo Musetti<\/a>, Burberry with Jack Draper, Canali with Stefanos Tsitsipas and Dior with Zheng Qinwen have all come since January.<\/p>\n Coco Gauff wore tennis dresses partially designed by Miu Miu for three tournaments this summer \u2014 \u201cFashion helps bring casual fans to the sport,\u201d she said \u2014 and top-ranked Jannik Sinner often has carried a Gucci tennis bag onto the court since their partnership began in 2022.<\/p>\n The collaborations are multiplying. And they\u2019re causing a buzz.<\/p>\n When Musetti debuted as a Bottega Veneta ambassador, the brand\u2019s first athlete, by wearing their white jacket at Wimbledon this summer, both the sports and fashion worlds were taken.<\/p>\n \u201cIt was really cool because every magazine, every fashion magazine was talking about it,\u201d Musetti said with a smile a few days before he started play in New York. \u201cI think the tennis courts can also be a stage.\u201d<\/p>\n Tennis\u2019 increasing cultural capital has made the sport just that \u2014 a stage \u2014 for players and fans alike. But luxury fashion brands are flocking in for more than just its recent popularity.<\/p>\n \u201cTennis is a marketer\u2019s dream, because it crosses so many demographics and still has prestige,\u201d said Meeta Roy, an associate professor of fashion business at the Fashion Institute of Technology in New York who previously worked in the luxury fashion industry.<\/p>\n \u201cThat (is) the challenge of the luxury brand business model as it exists today: How do you keep your core high net worth individuals? But also, so much of the revenue is driven by those that are interested in accessible luxury. Oftentimes, you have a two-tiered marketing strategy for the different groups. \u2026 But tennis is this place where it can all exist together,\u201d she said.<\/p>\n The sport’s historical association with the wealthy, coupled with its skyrocketing general popularity, is making its courts the perfect marketing opportunity for the luxury space.<\/p>\n It doesn’t hurt that the pro tour runs through many major cities across the globe, and there\u2019s also the simple fact of \u201cquite a lot of sex appeal,\u201d according to Stuart Brumfitt, editor of tennis lifestyle magazine Bagel and a former associate editor at British GQ.<\/p>\n \u201cWith this younger era (of players), they\u2019ve all got huge social media followings. \u2026 They\u2019ve got a lot of reach,\u201d he said. \u201cBecause it\u2019s an individual sport, they don\u2019t get lost in the team. If (a brand) backs that person, they get all of their audience.\u201d<\/p>\n It\u2019s that diverse reach that makes the U.S. Open rival the other big show in town \u2014 New York Fashion Week, which begins on Sept. 11 \u2014 from a marketing perspective.<\/p>\n \u201cAnyone who\u2019s looking at content from a brand\u2019s runway shows, they\u2019re already a fan of the brand. But when Musetti is busting out the (Bottega Veneta jacket) for the world, that\u2019s a completely different audience,\u201d Roy said. \u201cIt\u2019s all about attracting the nontraditional fashion customer.\u201d<\/p>\n In her words: \u201cEveryone loves a good show.\u201d<\/p>\n ___<\/p>\n AP tennis: https:\/\/apnews.com\/hub\/tennis<\/p>\n","protected":false},"excerpt":{"rendered":"Your support helps us to tell the story From reproductive rights to climate change to Big Tech, The…\n","protected":false},"author":2,"featured_media":387262,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5311],"tags":[49,978,659],"class_list":{"0":"post-387261","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-united-states","8":"tag-united-states","9":"tag-us","10":"tag-usa"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/115123842154040442","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/387261","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=387261"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/387261\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/387262"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=387261"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=387261"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=387261"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}