No heels, don’t try too hard: How to dress for the tennis

The Australian Open is being targeted as a sales and marketing opportunity for fashion brands wanting to capitalise on the rise of tennis style – and they don’t even need an official tie-in with the tournament to play.

Witchery and Michael Hill are among the brands that targeted their customers with “tennis edits” in the lead-up to the Australian Open. While the companies have no official sponsorship arrangement – those title go to Ralph Lauren, Rolex and New Balance – other brands hope that embracing tennis fever will convert to sales, especially in January when traditionally, fashion retail can be sluggish.

From left: Fashion designer Effie Kats, American influencer Morgan Riddle and former AFLW player Moana Hope at the Ralph Lauren marquee at the Australian Open on Sunday.Credit: Getty Images

Jennifer Petropoulos, Witchery’s head of marketing, says the brand started thinking about the tennis 12 months ago, by making sure its collection had appropriate pieces, including in linen, denim and lace.

“The AO is a moment in the fashion calendar now, and with movies like [the tennis themed] Challengers and the Zendaya effect, we started seeing more street style and talent being more intentional about what they wear to the AO,” she says.

Petropoulos says dressing celebrity guests at the Open, including influencer Rozalia Russian, model Annalise Dalins and Costeen Hatzi, the partner of Nick Kyrgios, maintains Witchery’s position as a “style authority”.

“It’s been so insightful to see what styles they have chosen, from the quite dressy pieces, pared back with a flat shoe, to … casual pieces such as a cropped white denim shirt,” she says.

The Open’s main fashion partner, Ralph Lauren, has written the playbook on dressing influencers, with swaths of them in co-ordinating outfits appearing in the stands at every session, which provides invaluable marketing and content opportunities for the brand.

In time for the tennis, jeweller Michael Hill has produced a racquet charm, and is promoting its range of diamond tennis bracelets, a piece synonymous with the sport since they were popularised by Chris Evert in the 1970s.

Jo Feeney, the brand’s chief marketing manager, says: “When there is a genuine story that connects a brand or product to an event, it feels like an authentic moment to play into that, and in this instance, have a little fun.”

Australian influencer Eloise Mumme wearing a dress from Witchery’s “tennis edit” before the Australian Open.

Stylist Alicia Marshall says when dressing for the tennis, her clients want to balance looking stylish with not seeming like they tried too hard. “The ‘sport luxe’ look is really key,” Marshall says. “We will see a lot of whites, mini dresses, tailored shorts, tank tops and white sneakers.”

Marshall says that the tennis, where the fashion is more rooted in neutrals and natural fabrics such as linen, calls for statement bags, hats and sunglasses for men and women. As far as footwear goes, Marshall says the high heels should be left home in favour of the wedge or sneaker. A “sit test” should also be done for those wearing shorts or a skirt, to ensure they are comfortable during five-set matches.

Make the most of your health, relationships, fitness and nutrition with our Live Well newsletter. Get it in your inbox every Monday.