Tennis star Naomi Osaka has become known for her eye-catching outfits before matches, including at the Australian Open in January, where she wore a design with mega-pleats inspired by a jellyfish. Her fashion choices are part of a growing trend among players to make sartorial statements during the walk-on, as seen at Wimbledon this week.
At Wimbledon, Osaka wore a frilly ensemble with a bustle and outsized bows, designed by Hana Yagi and inspired by Japanese ceremonial dress and Quentin Tarantino's Kill Bill. The outfit debuted on Vogue before being seen on court, conforming to the all-white dress code but pushing boundaries in style.
Other players have also used the walk-on moment to express themselves. Frances Tiafoe dramatically ripped off his trousers to reveal shorts underneath, while Jannik Sinner wore a beige Gucci bag in 2023, violating Wimbledon's dress code. Serena Williams and Sinner also wore eye-catching mesh jackets by Nike this week.
Sports psychologist Claire-Marie Roberts believes such outfits boost self-confidence, which she calls the biggest predictor of achieving goals. Marty Harper, who worked with Osaka on her outfits, suggests they can act as armour and provide power. However, Coco Gauff downplays any intimidatory effect, saying she focuses on the game once it starts.
The walk-on look also serves branding purposes. Daniel-Yaw Miller, writer of the SportsVerse substack, notes that fashion helps diversify athletes' appeal. Gauff, who debuted a retro collaboration with New Balance and Miu Miu, says she would love to keep building relationships in fashion while prioritising competition. Designer Yagi adds that expressing athletes' stories has become part of the performance itself.
