Overview
- New features frame the tournament as a fashion engine that is reshaping Australian men’s wardrobes beyond the court.
- Spectator style clusters into identifiable tribes, including the Wannabe WAG, prep-school, off-court athlete, princess-in-waiting and day tripper.
- Player branding sets the template for fans, from Roger Federer’s Uniqlo-backed quiet luxury to Nick Kyrgios’s curated rebel look with Cartier, alongside new ambassador deals for Carlos Alcaraz at Louis Vuitton and Jannik Sinner at Gucci.
- Brands and retailers are cashing in through on-site activations and tennis-inspired lines, with examples ranging from a Ralph Lauren pop-up to LSKD’s Clubhouse collection.
- Influencers and WAGs such as Morgan Riddle and Paige Lorenze help define courtside aesthetics, as the event’s festival programming attracts attendees who may prioritize concerts over matches.