Are the great tennis champions the real fashion stars?

What if they were the great tennis champions the real fashion stars, now? Let's take a step back. That fashion has taken to the field, the red clay field, it is certainly not a novelty of today.

The universe of tennis and everything that revolves around it has always been in the sights of the most famous fashion houses since the past. Accomplice that attractive mix of innate elegance and severe discipline which has always distinguished this sport, and which has made it among the most courted and loved by the famous names of the fashion industry who have established historic ties with this world.

Yet, now, it is as if we were witnessing a sort of reversal of perspective, or “reversal” – if we want to stay on topic. It's tennis and with it its greatest protagonists enter more and more into the textures of the stylistic system so as to inspire it – and not just on a purely aesthetic level, see, for example, the current boom in tenniscore –but most of all with its undeniable values fair play, healthy competitiveness, determination, discipline and self-denial that sew his DNA.

Grips of the caliber of Louis Vuitton And Gucci, today, they have moved the hand of their compass directing it towards the greatest athletes of the red clay, choosing them as protagonists of their campaigns, respectively the pairing of Roger Federer And Rafael Nadal for the French house, e Jannik Sinner for the Florentine one. Examples of passion, stubbornness and, certainly not least, of elegance, which with their life stories, made up of falls and victories, obstacles and objectives achieved, tell fashion from a different angle, intertwining it with the weight of human heritage, of his actions, and the lessons that a sport like tennis can provide.

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For Louis Vuittonthe center of the new chapter of the historic campaign Core Values and the voyage, dissected in its deepest metaphorical meaning of journey, of ascent, dotted with ambition, determination and discovery. To accomplish it are two of the greatest rivals in the history of tennis, Roger Federer And Rafael Nadal, who here become sincere allies and companions in an adventure to be experienced together, without competition. The two are portrayed by Annie Leibovitz at 3000 meters above sea level, in the Dolomites, while they travel along an arduous road, made up of obstacles and climbs, which they overcome together to reach their destination. This is a metaphor for their respective legendary careers, which were marked by a deep mutual respect and friendship, although historical competitors.

«It is a unique opportunity to work on this project with Rafa. It was very nice to be rivals and then, at the end of our careers, to be next to each other for this campaign. And where we are today, I think it embodies all of this: up in the mountains. For us it is something significant and special” said Roger Federer.

At the top, Federer carries the classic Monogram Christopher backpack on his shoulders, a symbol of a timeless style and similar to his own sporting heritage, while Nadal shows off the Monogram Eclipse version, which represents his dynamic strength and tenacity. Values ​​that resonate in every Louis Vuitton design and every campaign Core Values: a journey that overcomes physical limits, the commitment to excellence and the transmission of dreams.

«I know how many important icons participated in this campaign, so for me to be part of it is something that makes me very proud; above all sharing it with Roger, who was my greatest rival and today a dear friend. I have achieved more in my career than I ever dreamed of; in the end the most important value we leave behind is the heritage in terms of humanity», comments Rafael Nadal.

Precisely that humanity that makes a champion Jannik Sinner one of the most loved and admired athletes of all time. An example of correctness, firmness, commitment, inside and outside the pitch. His successes and victories do not affect his way of being, of thinking and acting, and his extraordinary path is testimony to this. A path shaped by an innate passion and an integral discipline, which Gucci decided to pay homage, support and accompany, long ago choosing the young tennis player as ambassador of the fashion house, who is now the protagonist of the new campaign.

With the cry of “Gucci is a feeling”, an echo of an 80s advertisement for the brand, the tennis player is portrayed in his own clothes (wearing the personalized bag which has rightfully entered the tennis dress code), and in the most natural place for him, the tennis court, as if to purge the heart of the project of any superfluous detail and bring out the beauty of this sport. Captured by the photographer's documentary lens Riccardo Raspa, who followed the champion during training sessions and tournaments all over the world, Sinner, in this new project, is simply Sinner. A face that has become dear to the public for his prowess with the racket, but esteemed for his way of being, where humility and reserve resist undisturbed even in the face of the powerful conquest of his first Grand Slam.

With Sinner, Gucci redefines the relationship between tennis and the heritage of the Maison, highlighting shared values ​​in terms of elegance and lifestyle, and becoming an ambassador of sporting excellence.

When fashion knows how to get involved.