Wimbledon 2025: A New Celebrity Playground for Fashion Brands

As the world turns its gaze to the prestigious Wimbledon Championships, held in the iconic venue of SW19, the intersection of celebrity culture and high fashion has never been more pronounced. The tournament's allure has attracted a plethora of stars, from actors and musicians to renowned athletes, creating a vibrant atmosphere where the catwalk meets Centre Court.

This year’s Wimbledon coincided with Paris Haute Couture Fashion Week, leading to a unique competition for celebrity attention. While Paris was graced by A-list stars like Kim Kardashian and Nicole Kidman at Balenciaga, Wimbledon emerged as the unexpected victor, drawing an eclectic mix of celebrities including pop sensation Olivia Rodrigo, footballer Bukayo Saka, and Oscar-winning actors Mark Rylance and Cate Blanchett. Yasmin Eady, co-founder of Raven, a London-based communications agency, describes the demand for access to the tournament as “more desirable than ever.”

Ralph Lauren, the official outfitter for Wimbledon since 2006, has played a pivotal role in this phenomenon, hosting a lineup of stars, including actors Ncuti Gatwa and Andrew Garfield. The prolonged matches at Centre Court, which can last for hours, do not deter celebrity attendance; rather, they enhance the prestige associated with being seen at this iconic event. Daniel Yaw-Miller, a sports and fashion journalist and founder of the SportsVerse newsletter, notes, “Wimbledon has become the must-have ticket for celebrities, reflecting a particular status in the celebrity world.”

This melding of sports, celebrity, and fashion is increasingly evident across various sports, including Formula One and football, but demonstrates a particularly pronounced trend at Wimbledon, one of the four annual Grand Slam tennis tournaments. The excitement generated by emerging tennis stars like Carlos Alcaraz and Coco Gauff has further fueled interest, marking a transition in the sport’s demographic as these new figures take the stage following the retirements of legends such as Roger Federer and Serena Williams.

Alcaraz, described by Yaw-Miller as a “new rock star,” has notably attracted attention not just for his athletic prowess but also for his fashion statements. The Italian player Lorenzo Musetti utilized his Wimbledon appearance to unveil a partnership with Bottega Veneta by donning a striking white leather jacket, showcasing the impact of fashion collaborations even in brief appearances.

Marisa Hordern, founder and creative director of British jewelry brand Missoma, reflects the growing significance of Wimbledon, stating, “The championships feel more culturally relevant and exciting. In terms of brand exposure, in the UK in terms of sporting events, it’s No 1.” The visibility gained from celebrity endorsements at Wimbledon is substantial; for instance, when a pair of earrings worn by Gauff fell during a match, the viral moments that ensued generated significant media coverage and brand exposure.

According to data from Launchmetrics, Zendaya’s appearance at the Polo Ralph Lauren suite during last year’s tournament resulted in over £2 million in media impact value for the brand. This extraordinary return on investment exemplifies the unique marketing opportunities that Wimbledon presents to fashion brands.

The close proximity of celebrity spectators in the royal box to the court enhances their visibility in broadcasts, which brands keenly capitalize on. Eady elaborates, “If you have someone wearing a brand, smiling to the cameras as someone like [Novak] Djokovic wins a final set, that’s the money shot.”

As the boundaries between sports and fashion continue to blur, Wimbledon stands as a testament to this cultural convergence, offering brands unparalleled exposure while elevating the status of attendees in the celebrity ecosystem. Looking forward, this trend is likely to expand, with more brands and celebrities seeking to align themselves with the prestige and excitement of the Wimbledon Championships.