This week at Wimbledon, Naomi Osaka made a striking entrance onto the court, adorned in a unique ensemble featuring frills, a bustle, oversized bows, and extended sleeves. The outfit, inspired by Japan’s ceremonial attire and Quentin Tarantino’s film Kill Bill, adhered to the tournament’s strict all-white dress code, but it first gained attention when it premiered in Vogue prior to making its tennis debut.
Osaka, who captured public attention earlier this year at the Australian Open with her extravagant jellyfish-inspired design, is at the forefront of the trend dubbed ‘walk-on fits’. Other athletes are also seizing this opportunity to express their style, including Frances Tiafoe, who surprised the audience by dramatically tearing off his trousers to reveal his shorts.
These pre-match outfits serve as a way for players to present themselves to their opponents, and there’s a sense of prestige associated with donning a designer’s creation, even if only for a brief moment.
Marty Harper, who collaborated with Osaka on her outfits, speculates on the psychological impact of such clothing, noting, “never speak to how Naomi feels”
Sunita Kumar Nair, author of the book Ace: The Times & Style of Tennis, shares her perspective that these outfits can indeed intimidate opponents. She draws parallels to the animal kingdom, stating, “it becomes armour, I imagine it becomes power”
Claire-Marie Roberts, a sports psychologist, suggests that wearing such outfits can enhance a player’s self-confidence. “can obviously intimidate the opponent … when you look to nature, animals tend to enlarge their bodies, or their colouring or their feathers in order to steer off any kind of predator” she explains. “From a psychological perspective, it is the single biggest predictor of your ability to attain your goals,”
While Roberts acknowledges the potential intimidating effect of these outfits, Coco Gauff downplays their significance during matches. “If you are doing anything to bolster that going into a tournament, and you are within the realms of the rules, it’s pretty clever.” she states. “Once the match starts, I’m focused on the game and playing the best tennis I can,”
Wimbledon has seen a mix of less extravagant walk-on outfits as well, as players utilize this moment as a chance to showcase the brands they represent. Jannik Sinner and Serena Williams donned striking mesh and semi-transparent jackets from Nike, while Sinner stirred controversy in 2023 by carrying a beige Gucci bag, which breached the tournament’s all-white dress code. On another note, Gauff showcased her playful, vintage-inspired collaboration with New Balance and Miu Miu, which also made an appearance on the court.
“There are so many things happening on court that an outfit isn’t something I’m paying attention to for very long.” remarks Daniel-Yaw Miller, writer for the sport and style substack SportsVerse, regarding the significance of walk-on outfits. This approach is effective whether it involves avant-garde fashion or simpler endorsements.
“It’s all about branding and commerciality,” Miller adds. “Osaka has been one of the most spoken-about players on the tour in recent years, even in the absence of winning tournaments or being in the best form of her life,”
Gauff echoes this sentiment, stating, “Connectivity to fashion and to brands helps diversify an athlete’s appeal and open them up to deals and exposure in various other realms outside tennis.”
In 2026, sports stars have transcended their roles as mere athletes; figures like Williams and Lionel Messi demonstrate that they can evolve into influential brands. The trend of walk-on outfits is a testament to this evolving landscape.
“Right now my priority is always competing and continuing to improve as a player,” Nair comments. “But I’d love to keep building relationships in the fashion world and see where those opportunities take me.”
Yagi, who designed Osaka’s outfits in just three weeks, reflects on the broader narrative of sports, saying, “Future generations seriously look to sports players,”
However, not all players are fully embracing the idea of walk-on outfits as a significant moment. At the French Open, Osaka’s opponent Laura Siegemund, who lost in straight sets, remarked that she was “These are real-life superheroes. For players who do want to embrace that side of them … it’s a very useful and powerful way to communicate who they are and also a way in which their fans can replicate what they’re wearing on court.”
This week, American player Taylor Fritz arrived for his first-round match at Wimbledon dressed in tailored all-white attire, as suggested by his sponsor, Boss. After his victory, he expressed relief, saying, “Sport is often discussed in terms of results and rankings. Before all of that, though, every athlete has their own story … expressing those things has become part of the performance itself.”
Regardless of differing opinions, high-fashion looks are now an integral part of tennis culture. When asked if she believes other players will follow in Osaka’s footsteps, Roberts confidently responds, “not here for a fashion show”
