Today’s stars are as likely to be aligned with fashion houses as athleisure brands, including Taylor Fritz. 

“The 27-year-old Californian has worn clothing from the German fashion label Hugo Boss since 2024, part of a trend of highly ranked players breaking away from traditional sportswear brands such as behemoths Nike and Adidas, and their smaller brethren, such as New Balance and Lacoste,” according to The Washington Post. “The companies du jour have slimmer histories outfitting athletes and may, at least in the mind of most consumers, not carry an association with tennis at all.”

At one match, Venus Williams wore something right off the runway. 

“For her Women’s Doubles Third Round match with partner Leylah Fernandez of Canada, Williams slipped on a custom Pucci minidress by Camille Miceliat in a swirly black, brown, and beige print inspired by the upcoming Fall/Winter 2025 collection,” according to Harper’s Bazaar. “She accessorized with a matching silk tie visor and racket cover, as well as her trusty Lacoste sneakers.”

Tennis.com devoted a post  to every outfit Venus Williams wore at the 2025 US Open.

The business of fashion and tennis have never been more tightly entwined. 

“Not only are more stars signing more deals — Carlos Alcaraz with Louis Vuitton, Jannik Sinner with Gucci, Zheng Qinwen with Dior and Coco Gauff with Mia Miu via New Balance — but the interest in and economics of fashion have cascaded down the tours, bringing more exposure but also more complexity to a cocktail of financial oneupmanship, competing star power and exclusivity,” according to The Athletic.

Just four days separate the U.S. Open and New York Fashion Week, and the two events are beginning to have more in common than ever before.

“In a sport where brands like Nike and Adidas were once the only players, the logos of Gucci and Miu Miu have started to weave their way in,” according to The Associated Press. “Tennis fashion has been surging, and the luxury fashion industry doesn’t want to feel left out.” 

Other luxury fashion partnerships in the tennis world include Bottega Veneta with Lorenzo Musetti, Burberry with Jack Draper, Canali with Stefanos Tsitsipas and Dior with Zheng Qinwen.

Nike aimed to show it can compete with any fashion house.  

"Naomi Osaka walked on to Louis Armstrong Stadium and sparkled under the lights, with red roses on a hairpiece and a red jacket and dress studded with crystals,” according to The Athletic. “The four-time Grand Slam champion’s night-session outfit for the 2025 U.S. Open sent out a spectacular fashion statement, and its design, conception and production were years in the making.”

Osaka brought fashion trinket darling Labubu to the event this year. 

“Osaka completed her entrance with a black visor and a pair of sparkling red headphones,” according to Elle. “A matching Labubu charm, covered in red embellishments and cheekily named Billie Jean Bling in honor of the tennis legend, hung from her bag to tie the look together.”