NEW YORK (AP) – Before New York Fashion Week begins in Manhattan, some of the brands coming in are making their first stops early elsewhere. We are openplay continues until next weekend.
Separating two crosstown spectacles for just four days.
In sports where brands like Nike and Adidas were once the only players, Gucci and Miu Miu logos have begun to be weaved together. Tennis fashion is surged and I don’t want to feel left behind in the luxury fashion industry.
Luxury fashion partnerships in the tennis world have historically been somewhat sparse. They have been testing waters in recent years, and trades have been flowing recently – Bottega Beteta Lorenzo MusettiBurberry Jack Drapercanary Stefanos Tsitsipas and Dior Zheng Qinwen Everything has been coming since January.
Coco Gouf This summer, Miu Miu wore a tennis dress that was partially designed by Miu Miu for three tournaments. Jannik Sinner In many cases, they have carried Gucci tennis bags to court since the partnership began in 2022.
Collaborations are multiplying. And they are causing the buzz.
Both the world of sports and fashion was filmed this summer when Musetti made his debut as Beneta ambassador for Bottega, the brand’s first athlete, wearing a white jacket at Wimbledon.
“It was really cool because every magazine, every fashion magazine was talking about it,” Musetti said with a smile a few days before he began performing in New York. “I think the tennis court could also be a stage play.”
The rise in tennis’ cultural capitals is set in the sport, for players and fans too. However, luxury fashion brands are flocking because they are more than popular these days.
“Tennis is a marketer’s dream because it’s beyond so many demographics and still has fame,” said Meeta Roy, an associate professor of fashion business at the New York Institute of Fashion Technology, who previously worked in the luxury fashion industry.
“That’s the challenge of the luxury brand business model that exists today. How do you maintain your core wealthy individuals? But much of your revenue is driven by people interested in accessible luxury.
The historic association of sports with the wealthy, coupled with its burgeoning popular popularity, makes its courts the perfect marketing opportunity for luxury spaces.
According to Stuart Blumfit, editor of the tennis lifestyle magazine Bagel and former associate editor of UK GQ, it’s not harmful that Pro Tours are running through many major cities around the world.
“In this younger age (of players), they all have huge social media followers. … They have a lot of reach,” he said. “It’s an individual sport, so you don’t get lost in the team. If (the brand) supports that person, they get all the audience.”
Its diverse reach from a marketing perspective, which marks the US’s open rivals, begins on September 11th.
“Anyone who sees the content of a brand’s runway show, they’re already fans of the brand. But when Musetti is destroying the (Bottega Veneta jacket) for the world, it’s a completely different audience,” Roy said. “It’s all about attracting non-traditional fashion customers.”
In her words, “Everyone loves good shows.”
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AP Tennis: https://apnews.com/hub/tennis
