Tennis Identity

5 emerging trends in tennis fashion.

Below are 5 tennis fashion trends we expect to see more of in 2015:

Fila Fashion Show

Designer specials. Spring 2014 saw the launch of Ginny Hilfiger’s tennis line for Fila, the first new street wear designer entry to tennis fashion since Stella McCartney signed with adidas years ago. And, just this fall, Nike introduced Nike Court by Fragment, designed by Hiroshi Fujiwara. We see a good-for-biz trend.

Betsey Johnson luvs Maria Sharapova_

Up next? Betsey Johnson? I have not heard so much but it would be interesting.

Tennis apparel goes to lunch. Today many people are living in activewear comfort almost 24/7. Hilfiger's line included for-tennis designs that could also pass as street fashion. Case in point, no racquet of her own in sight, Ginny hams it up, below, at the International Tennis Hall of Fame wearing her tennis dress and sandals. 

Ginny-Hilfer-at-International-Tennis-Hall-of-Fame

Break out luxe. Tennis isn’t passing on the luxury market's passion for tony activewear duds but with the exception of McCartney's line you won't see the exploding luxe tennis apparel category at a pro tournament.

 L’EtoileMonreal, and Yaffa and are just a few of the names filling private courts worldwide. Chris Evert for Tail will likely be among them. 

MONREAL-London--Sleveless-Drawstring-Dress

Will big brands begin to create for this market? We think so.  In spring 2015 Fila plans to release a small higher end collection that incorporates features and fabrics that make garments more luxurious and consequently, more expensive. We've heard that EleVen by Venus may do the same. Nike is pitching higher priced tennis items via Nike LAB, although they fall more into the collectibles category at this time.

LEtoile-tennis-fashion-Fall-Winter-2014
And what does the luxe player put her Chanel tennis racquet in? (Image via L'Etoile). Chic bags are another passion for this group. That logo emblazoned backpack? Get real. There is a lot of room in this category, somewhere between the team bag and Italian leather tote. 

MONREAL-London-Key-Biscayne-Flamingo

Wearable tech. Tennis is seeing glimpses of wearable tech, a hot trend in the consumer marketplace.  Ralph Lauren caused a stir at the Open with black body hugging tops with built in heart sensors.

RL wearable tech. Photo via Engadget

Photo via Engadget.

Fila’s spring 2015 line incorporates media pockets and wire entry portals on its garments. Adidas has been making bras that incorporate mi coach sensors for years and Nike’s fuel band (which has been around since 2012 – Serena wears one) continues to gain devotees.  Tennis racquets are making tech strides, it's only a matter of time before wearables catch up here.

Cool to see would be fabrics that light up through movement or change colors in high and low sunlight. We can also see tennis bags incorporating speakers and solar powered charging panels. 

On a health note, it would be interesting to explore what could be done to monitor body temperature to prevent heatstroke.

In season, available and sometimes boring. Tennis has finally caught up to the rest of the retail industry and is releasing deep collections ahead of seasons and Slams. In addition, just about everything the pros have been wearing is available at retail.

Pro, we can buy what we see. Con, everything is designed to meet a specific price range so stand out styles that might be pricey to reproduce are gone.

Today, the Kings and Queens of the game wear what's at retail and sometimes the result is not very exciting considering the stage they are on.

Victoria Azarenka Wimbledon