From Gucci to Jacquemus, luxury labels turn to tennis looks

17 May 2024

After focusing on ski wear collections, luxury labels are turning to the world of tennis. The polo and short pleated skirt look, sporty-chic with a preppy feel, has always been popular: from the 1920s, when Jean Patou first dabbled with it, to the present day. In the last few years, tennis looks have been given a reboot and have become uber-popular again, now boosted by the Luca Guadagnino movie Challengers, starring Zendaya as a tennis pro, and by the approaching summer season.

With its sights set on the Roland Garros, the prestigious Parisian tournament scheduled from May 20 to June 9, fashion labels needed no further encouragement to tap the tenniscore trend, as shown by the plethora of tennis-inspired ad campaigns and capsule collections. Spring is usually the time when labels drop their new tennis-style looks. In Paris, the Roland-Garros brand has again teamed up with Galeries Lafayette to open three temporary stores, while the department store’s flagship branch on boulevard Haussmann will broadcast the tournament live on its terrace.