Fashion scores a match point

Game. Set. Match. Fashion is embracing the tennis core trend, rediscovering the aesthetics of one of the most chic sports, brought back into the spotlight by Luca Guadagnino’s new film, Challengers, starring Zendaya. The movie has gone viral on social media, with Zendaya seen wearing Loewe’s «I told ya» t-shirt, which has become the must-have item of the moment, available in stores and on the Lvmh brand’s e-commerce site.

With one of the year’s most anticipated film premieres, it is no surprise that Zendaya’s extravagant wardrobe for the Challengers promotional tour has captivated social media. Featuring Loewe and creations by Jonathan Anderson, who designed the film’s costumes, the American star and co-star Josh O’Connor have generated over 10 million dollars (equivalent to 9.2 million euros) in miv-media impact value, according to Launchmetrics.

The «Zendaya effect» has generated a multimillion-dollar business for luxury brands. Leading the way is Louis Vuitton with 5.5 million dollars (5 million euros) in miv, followed by Bulgari with 4.7 million dollars (4.3 million euros), Thom Browne with 2.8 million dollars (2.5 million euros), and Vera Wang with 2 million dollars (1.8 million euros). Rounding out the list are Vivienne Westwood with 1.6 million dollars (1.4 million euros) in miv, Ralph Lauren with 1.4 million dollars (1.3 million euros), Calvin Klein with 1.1 million dollars (1 million euros), Celia Kritharioti with 636,000 dollars (585,000 euros), and Brunello Cucinelli with 452,000 dollars (416,000 euros).

Meanwhile, as Roland Garros quickly approaches, luxury brands are scoring big with top tennis athletes. Gucci has unveiled a campaign featuring its global brand ambassador, Jannik Sinner, on the tennis courts. Sinner is showcasing a new version of the personalized duffel bag that accompanied him to Wimbledon, featuring the iconic GG monogram and a web stripe designed specifically for the tournament. Following his Australian open victory, Sinner’s value has risen to 40 million dollars (37 million euros).

Louis Vuitton has kept pace by presenting photos by Annie Leibovitz, featuring tennis legends Roger Federer and Rafael Nadal together. This latest chapter of the Core values campaign spotlights two of tennis history’s greatest champions against the backdrop of the Italian Dolomites.

Additionally, Nadal is reportedly ready to return to the clay courts at Roland Garros, where he holds an unmatched record of 14 French Open titles. This adds to his eight victories in other Grand Slam events, placing him second only to Novak Djokovic, who has 24 titles. Meanwhile, Jannik Sinner’s participation in the tournament is uncertain due to a hip injury sustained at the Indian Wells in March, potentially preventing him from overtaking Djokovic for the top spot in the Atp rankings.

Louis Vuitton previews Federer and Nadal photo to MFF

Roger Federer and Rafael Nadal, photographed by Annie Leibovitz, star in Louis Vuitton’s latest campaign. The flagship brand of Lvmh shared a preview with MFF for their cover story on the intersection of tennis and fashion. The shoot features the two legends atop the Italian Dolomites as the new faces of the Core Values ad series. Captured at an altitude of 3,000 meters, the champions symbolize a shared ascent, a metaphor for their careers.

Federer, with a record 20 Grand Slam titles, is an icon of on-court elegance, while Nadal’s 22 Grand Slam titles, including 14 French Open victories, are a testament to his athleticism and skill. «It has been 17 years since I launched the first Core Values campaign with Antoine Arnault, and I am delighted to revive this iconic series», Pietro Beccari, ceo of Louis Vuitton, explains. «Federer and Nadal are incredibly inspiring athletes, fierce friends, and prime examples of discipline and excellence in their respective sporting journeys». (All rights reserved)