Jannik Sinner's Gucci Partnership Sparks Fashion Rebellion at Wimbledon
GQ
10 Jul 2023
The UK’s Wimbledon tennis tournament has officially begun, continuing its customary rollout match after match — except this year, things are different. As Hypebeast has previously explored, global tennis culture is changing and experiencing a strong revolutionary spiral. The game’s on-court uniforms have abided by tradition since the 19th century, demanding all-white costumes that are pure and clean.
Wimbledon’s 2023 competition is breaking away from normality, spearheaded by a ginger-headed athlete ranked eighth in the world. Italian tennis player Jannik Sinner walked onto Wimbledon’s grass-clad courts wearing pristine white attire, contrasted by a custom Gucci duffle bag. The item hung from his relaxed shoulders, designed with a brown textile shell and decorated with Gucci’s interlocking “GG” logo. The red and green striped straps popped more than usual against his tonal gear, signifying a revolution in tennis fashion.
Jannik Sinner’s head-turning entrance marked the first time that the International Tennis Federation and Association of Tennis Professionals allowed a player to carry a non-white luxury bag on-court. World-class competitors, including Serena Williams and Roger Federer, were never granted the opportunity — further outlining Sinner’s impact with Gucci in the sport.
