Emma Raducanu and Naomi Osaka, the tennis champions who conquer the world of fashion
Fashion and tennis have maintained a symbiotic relationship for decades. From the incorporation of the pleated skirt, the polo-style shirts to the diffusion of the college aesthetic, largely inspired by this discipline, there has been this open dialogue, which found in the tennis stars a series of fresh faces to star in the new campaigns. While still active, Serena Williams, Maria Sharapova and Ana Ivanovic are slowly giving up their seats to Emma Raducanu and Naomi Osaka. The two undisputed champions of 2021 are 'very gen z' and are on the cusp of success on and off the court, as luxury brands begin to notice them as Hollywood stars.
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- Tennis player Emma Raducanu, a new style icon thanks to her latest fashion project
Emma Raducanu: a star is born
Leading this new generation is Emma Raducanu, who despite her prowess with a racket still makes time to stay on top of the latest trends. This year, she became an ambassador for Tiffany & Co., a title held by the likes of Beyoncé. A few weeks ago, however, she wore them in all their glory at the world premiere of the latest addition to the James Bond saga, No Time to Die, paired with a spectacular Greek-inspired Dior dress from the 2022 cruise collection that It almost outshines Kate Middleton's viral design. Soon, this seemingly innocent association would lead to Emma being named official ambassador for Dior's womenswear line, as well as the face of the French house's make-up and facial care range.
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"The 18-year-old British girl has disrupted the codes of women's tennis with her unique game, her multicultural personality, her authenticity and her unusual journey," they describe her from her signature . And they seem more than valid reasons at a time when youth references consist of much more than a 'perfect' body. A few days after her great victory at the US Open, Raducanu joined, in the company of several professional colleagues, the select list of athletes invited to the MET Gala, highlighting her influence on the current cultural scene . Beyond her marvelous Chanel print look with a chain of pearls, this shows that diversity and empowerment are almost intrinsic factors of a fashion and style icon. And she's not the only one showing it...
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- Girlfriend of a rapper and marketing expert, this is Naomi Osaka, the tennis player who has dethroned Serena Williams
The Osaka Empire
She is in no way linked to the Japanese monarchy, but she is certainly a queen when it comes to business. During the 2019-2020 season, Naomi Osaka pocketed 55.2 million dollars and, according to Forbes, around 50 million are the result of advertising agreements. In her short career at just 24 years old, she has been named an ambassador for Shiseido, Nike, Tag Hauer and, most recently, Louis Vuitton. The highest-paid athlete in the world even worked hand in hand with her sister Mari and the creative director of the maison himself, Nicolas Ghesquière, to design the dress that she wore for her debut at the MET Gala on last September 13. With this, she wanted to represent her multicultural origin, of Haitian and Japanese descent.
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The importance of activism
The tennis player's business adventures also have a human side. The most popular swimwear brand among it girls, Frankies Bikinis, did not hesitate to contact her to design a capsule collection (Frankies Bikinis x Naomi Osaka) in sizes from XS to 2XL and, according to her, this has a special purpose: "I think it's really important that brands design for all women, not just certain sizes, shapes or body types," she explained in a press release. Mental health is another crucial issue on her agenda. In January of this year, she participated in Levis's Beauty of Becoming campaign, with which she seeks to convey to anyone discovering their path to greatness the importance of staying true to oneself.
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