The recent release of Luca Guadagnino’s film “Challengers,” starring Zendaya, has likely been a … [+]
The ‘Tenniscore’ trend is the hit of the summer, seamlessly blending the prestige of tennis tradition with modern fashion sensibilities. Inspired by the resurgence of classic styles and bolstered by cultural phenomena, Tenniscore is also poised to be a significant trend for this year. Here’s why this style movement is more than just a fleeting fashion statement—it’s a commercial opportunity rooted in culture, tradition, and contemporary relevance.
Vintage days at Wimbledon – a merge of the Tenniscore, Old Money and Athleisure trends blend … [+]
At the heart of Tenniscore’s appeal is a longing for the elegance and simplicity of past decades. The zeitgeist of today, marked by a fascination with vintage aesthetics and a return to roots, finds a perfect expression in this look. This trend harks back to the golden era of tennis, where icons like Princess Diana graced Wimbledon with timeless style. With the ‘Old Money’ styling trend still riding high celebrating more conservative and modest choices, the Tenniscore code fits perfectly into the timeless look.
The influence of media on fashion trends cannot be overstated, and Tenniscore is certainly no exception. The recent release of Luca Guadagnino’s film “Challengers,” starring Zendaya, has likely been a significant catalyst.
Styled by the acclaimed Law Roach, Zendaya’s recent red-carpet appearances have showcased themes of the Tenniscore trend blending athletic functionality with high fashion.
Runways have echoed this sentiment, with brands like Lacoste and Sporty & Rich showcasing collections that blend sporty aesthetics with luxurious touches. The visibility of the trend on global stages ensures its penetration into mainstream fashion consciousness.
According to recent market analysis, the global athleisurewear market is projected to reach $517.48 billion by 2025, growing at a compound annual growth rate of 8.1% from 2019 to 2025. Tenniscore is certainly helping to fuel growth for both fashion retailers and sports retailers alike.
Kim Turnbull attends the launch of Le Club Lacoste at Alto by San Carlo, Selfridges, on June 24, … [+]
Heritage brands like Lacoste have long been synonymous with tennis style, but the rise of new brands like Sporty & Rich brings a fresh perspective. These brands tap into the aspirational aspect of tenniscore, offering products that emulate a lifestyle of wealth and sophistication. The strategic positioning of these brands in high-end retail spaces, such as Lacoste’s takeover at Selfridges including the Le Club dining experience, highlights the commercial savvy behind the practical and elegant look.
At the Le Club – a takeover of the Alto by San Carlo in-store restaurant, tennis themed cocktails will be up for grabs including Cucumber Deuce and Match Point Spritz. A terrace area houses digital screens and guests can watch Wimbledon live until July 14.
Tapping into nostalgia, leveraging pop culture influences, and offering a unique blend of style and practicality, Tenniscore caters to a wide demographic. Brands that recognise the opportunity could boost market presence as well as aligning the business with this broader cultural movement. Financially this is another demonstration that when fashion meets function, this is another trend poised to serve a winning ace for the industry.
