Wimbledon, renowned for its stringent all-white dress code, has deviated from tradition by embracing the emerging fashion trend known as ‘Tenniscore’. This trend, inspired by the sport of tennis, has garnered widespread attention through the influence of prominent figures and celebrities, including actress Zendaya, who prominently featured it in the film Challengers.
The substantial surge in retail sales at Wimbledon this year can be attributed, in part, to the impact of glamorous influencers promoting the new semi-formal range on social media. The All England Club, steeped in rich heritage, has reported a remarkable 15 per cent increase in on-site sales compared to the previous year, with the ‘tenniscore’ range and strategic influencer engagement playing a significant role in this achievement.
Usama Al-Qassab, the Marketing and Commercial Director at the All England Club, emphasised the crucial role of fashion at Wimbledon and underscored the contribution of influencers in propelling the trend on platforms such as Instagram, Facebook, and TikTok. Through collaborations with influencers, the Club has effectively engaged a broader audience and showcased its new range alongside its partnership with Polo Ralph Lauren.
In addition to the customary tennis attire, Wimbledon’s retail collection now encompasses an array of stylish lifestyle pieces that reflect the influence of the ‘tenniscore’ trend. Ranging from knitted Ralph Lauren cardigans to contemporary athleisurewear, the Club has diversified its offerings to cater to both on-court and off-court fashion needs.
An exceptional inclusion in the new collection is the ‘strawberry collection’, a nod to the revered SW19 staple. Notably, items such as a white sweatshirt embellished with a prominent strawberry motif have emerged as top sellers, underscoring the strong allure of the ‘tenniscore’ trend among Wimbledon attendees. Collaborating with the Club, American influencer Morgan Riddle has actively promoted various items from the collection, further popularising the trend.
The success of the ‘tenniscore’ trend is not only evident in the surge in retail sales but also in the heightened fan engagement with the new range. Despite weather-related disruptions during the tournament, fans have eagerly lined up at the newly renovated Wimbledon Shop to acquire the latest fashion pieces inspired by the ‘tenniscore’ trend.
It is evident that ‘Tenniscore’ has evolved into an integral aspect of the Wimbledon experience, transcending the stringent dress code for players and providing attendees with an opportunity to embrace a new fashion trend borne out of the sport of tennis. As the trend continues to gain momentum, it is poised to have a enduring impact on the fashion culture both at Wimbledon and beyond.