Tennis, anyone?
Right now, we’re deep in the middle of an obsession with #tenniscore thanks to Zendaya’s film Challengers and the Netflix series Breakpoint. Many of the key trends for spring/summer 2024 reflect that influence—the popularity of the colour white and the multiple versions of the polo t-shirt (spotted at Loewe, Givenchy, even Carolina Herrera). WGSN reported that pleated skirts made up 24 per cent of the total skirts featured on the season’s catwalks. But the ultimate marriage of real life and court life fashion was when Ukrainian tennis champ Marta Kostyuk worked with sporting brand Wilson to design her wedding dress earlier this year. The label then made an equally charming mini version for her to wear at the ongoing Wimbledon. The dress is called The Marta and is available to buy online.
Football fever
Hot on the heels of tenniscore, we saw another game creep into our IG feeds—football. A report earlier this year by brand agency Karla Otto and influencer marketing agency Lefty dubbed football “the most powerful sport in the world” in terms of earned social media value. In January 2024, WWD reported that athletes, particularly football stars, are some of the most lucrative faces for fashion brands with names like Cristiano Ronaldo and Lionel Messi generating $1.8 million in media impact, higher than Oscar-winner Leonardo DiCaprio and even K-Pop stars.
The financial impact aside, it’s the sport’s more laid-back, blokeish aesthetic that is appealing to the die-hard fashion girlies. Think Kim Kardashian and Julia Fox, who wore football jerseys with cycling shorts and lace skirts. Rather than original club merch, though, we’re leaning more towards the jerseys sent out by our favourite designers. London-based Connor Ives’ shirred baby tees are made of vintage football jerseys that are taken apart and then stitched together with elastic thread. Louis Vuitton’s recent spring/summer 2025 men’s show featured t-shirts and bomber jackets crafted out of LV soccer balls. Meanwhile Moschino sent out a tailored jacket for men and an A-line skirt for women, both printed with images of footballs on a base coloured like the Italian flag. Just so we know which team they support.
![Fashion & Sports Cr Instagram @moschino](https://assets.thenodmag.com/website-assets/Fashion_and_Sports_Cr_Instagram_moschino_d9e2cc6f27.jpg)
Moschino spring/summer 2025
Racing to the finish
But the sport that’s really sped to the top in terms of online influence is Formula 1. Just this week, the trailer for the Brad Pitt-helmed sports drama F1 dropped, while last month, Tommy Hilfiger continued its association with racing star Lewis Hamilton through a new 10-piece motorsport-inspired collection in collaboration with the Mercedes-AMG Petronas Formula One team. Hamilton is, of course, the undisputed king of the course in terms of both fashion and wins—the Karla Otto x Lefty report called him, “the most valuable driver in terms of media impact”. Whether he’s in a mirrored Marc Jacobs co-ord set or a custom Burberry look, Hamilton wears his style with the confidence of someone whose taken many a victory lap.