BOSS and Lacoste bring high fashion to professional tennis

Fashion brands are increasingly integrating with professional tennis through high-profile ceremonial and runway events.

BOSS has partnered as the Official Ceremony Attire Partner for the Laver Cup in London. The brand focused on ceremonial wear rather than athletic performance gear, hosting activations at its Regent Street flagship and the O2 arena. The partnership included an official team photoshoot at The Old Royal Naval College featuring players such as Taylor Fritz, Francisco Cerúndolo, and Jakub Menšík, all dressed in BOSS tailoring.

During Paris Fashion Week, Lacoste presented its Spring/Summer 2027 collection on the Philippe Chatrier court at Roland-Garros. Creative director Pelagia Kolotouros designed the collection as a tribute to tennis icons like Suzanne Lenglen and René Lacoste. The runway featured technical fabrics, oversized piqué polos, and aesthetic details such as a ‘wet’ effect and red clay accents on hemlines to evoke the atmosphere of the sport.