Wimbledon has turned into a red-carpet event

Clichés about Wimbledon abound. The total white looks imposed on players make this tournament the last stronghold of tradition and of the aristocratic spirit that once defined tennis in its early days. However, the 2025 edition has projected the tournament into another dimension, because this year more than ever, Wimbledon is synonymous with elegance. And not just for what we have seen in the stands. Both the players and the brands have seized the royal setting of the All England Lawn Tennis and Croquet Club to turn it into a gala event—in fact, a true red carpet where they proudly parade their outfits.

In this context, the most surprising news concerned Lorenzo Musetti. The Italian tennis player was named the new Brand Ambassador of Bottega Veneta and, for his debut match against Nikoloz Basilashvili, he wore the maison’s iconic woven leather jacket, reinterpreted in an unexpected white version. A sartorial masterpiece that respects the tournament’s strict dress code—and did not go unnoticed.

Musetti’s outfit is the pinnacle of a fashion trend that has marked the opening days of the tournament. Mattia Bellucci brought C.P. Company’s iconic Goggle lenses to the grass courts, while Matteo Nardi, during the all-Italian clash with Jannik Sinner, showed off the retro-inspired jacket produced by adidas for the London Originals Collection—the line that brought the Trefoil back to Wimbledon for the first time since 1972.

Nike also developed a retro collection for Wimbledon, with Carlos Alcaraz as its standout testimonial: the defending champion walked onto the Centre Court wearing a four-button cardigan that recalled the looks once worn by Roger Federer. The same cardigan was also worn in the women’s tournament by Katie Boulter and Alexandra Eala.

All these examples confirm the idea that tennis at Wimbledon becomes fashion, reaching the height of its elegance, restoring its aristocratic aura, and once again flirting with that quiet luxury it often sets aside elsewhere to embrace a more modern and contemporary image. We’ll remember the 2025 edition for a long time—regardless of what happens on the court—because brands have worked with great care, producing a series of garments that will influence the next evolution of tennis core.