Fashion Brands Serving Style at the Australian Open ‘24
Tennis fans, gear up for an exciting Australian Open on January14. Not only will this event be a spectacle of sporting excellence, but it will also be a visual feast as top designers promote their brand through partnerships with the Australian Open and particular athletes. Here’s our fashion analysis.
Louis Vuitton: Official Trophy Trunk Partner
It was announced mid-December that Louis Vuitton will be the Official Trophy Trunk Partner for the event. This French brand has built trunks to hold the two trophies: the Norman Brookes Challenge Cup for men and the Daphne Akhurst Memorial Cup for women. The trunks were handcrafted at LV’s workshop outside of Paris and feature the brand’s iconic monogram pattern, brass details, leather trim, and locks used by the brand since the 1860s. “We are proud to announce this new partnership with the first Grand Slam tournament of 2024, which once again shows that victory travels in Louis Vuitton,” says Pietro Beccari, chairman and chief executive of Louis Vuitton. Tennis Australia CEO Craig Tiley comments, “The Australian Open and Louis Vuitton both share a commitment to unparalleled excellence and innovation, while retaining great respect for history, tradition and the celebration of legendary achievement and skill.”
Ralph Lauren: Official Outfitter
Ralph Lauren will return as the Official Outfitter of the AO24 for its fourth consecutive year and will outfit 4000 staff, including on-the-court officials, ball girls and boys, and on-site persons. The full AO24 Capsule Collection is already available for public purchase in Ralph Lauren stores and website. Ralph Lauren has also designed a series of commemorative towels for the AO24, which are available online.
The brand’s Create-Your-Own (CYO) customization program will also run at the event, giving tennis fans a chance to customize Ralph Lauren styles and designs with tennis inspired motifs and their name or initials.
New Balance:- Official Apparel and Footwear Provider
Sitting alongside these aforementioned partnerships, Tennis Australia has named New Balance as the Official Apparel and Footwear Provider for both the Australian Open and the United Cup. The deal marks New Balance’s most visible push into the tennis market. This partnership is advertised with NB’s poster child Coco Gauff, signed by New Balance at only 14 years old in 2018.
Players’ Style
Sporting Lad predicts that AO24 will be the year of florals, eco-friendly fashion statements, color blocking, retro looks and independent designers.
Several key players have already been sighted wearing the outfits they will wear on match day, although nothing has caught my eye so far. We can expect Novak Djokovic to sport a light blue fit from Asics and Lacoste. Rafael Nadal will also embrace light blue through his Nike kit. Elena Rybakina’s kit is sponsored by Yonex, as has been the case since the 2023 French Open. She will wear a mix of blue and beige apparel, and online critics have expressed disappointment, saying that this is not a Grand Slam winning kit. We look forward to the announcement of more players’ kits as we edge closer to the start date.
The convergence of top-tier athleticism and high-end fashion partnerships promises an event that celebrates not just skill but also style, cementing its status as a grand slam on and off the courts. We look forward to the Australian Open, where fashion meets sporting excellence.
Image credits:
Kodari Magazine
Vogue Australia
Article by Richelle Hodson, Contributor, PhotoBook Magazine
Tearsheets by Alexa Dyer, Graphic Designer, PhotoBook Magazine
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