TWAGS Paige Lorenze, Morgan Riddle, Hannah Dal Sasso and Ayan Broomfield Mix Fashion and Business at Wimbledon

When they hear their name, purists raise their eyebrows. Imagine when they see them raging in Wimbledonthe temple of world tennis. Paige Lorenze, Morgan Riddle, Hannah From The Stone And Ayan Broomfield are the evolution of the WAGS, acronym for Wives And Girlfriendsan epithet (in tennis it becomes TWAGS) from the derogatory nuance that they have succeeded in in the enterprise of changing its meaning. At least according to the judgment of their Follower who see in these characters real models.

They may also have had a boost to their existing career thanks to the performances of their teammates on the tennis courts but then, each of them, built a fortune on it made of collaborations, fashion brands, front row and catwalks such as, precisely, that of Wimbledon.

Fans of this sport, until recently considered a niche, were not accustomed to the great personal visibility of the wives and girlfriends of champions on the field. Now they have to deal with a new generation of relatives very different from the previous one who, let’s be clear, do not lack charm and power.

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The tennis tournament is also known as a fashion catwalk for celebrities, politicians, royals and influencers. They all wear casual outfits designed for both the photographers’ lenses and for sitting for hours watching the matches. Here’s a look at them

We have proof of this even in these days of competitions at Wimbledon: just look at theunderstatement Of Kim Searswife of Andy Murrayor the decisive and impeccable style of Jelena Djokovicalways incredibly chic, busy supporting her husband Novak from the stands.

Jelena Djokovic on day 4 of Wimbledon 2024 with an outfit very chic powder color and a straw hat.

Karwai Tang

Self-confident, enterprising (perhaps too much), full of that glamour that social media likes but above all with a job in hand that can survive the eventual separation from their other half. Their merit? Having seen tennis as more of a market segment than a sport. When the trend #tenniscore It exploded thanks to Zendaya and to the movie Challengers by Luca Guadagnino, they were already well positioned.

L’understatement by Kim Sears, Andy Murray’s wife, in the stands at Wimbledon 2024.

Karwai Tang

Paige Lorenze

Even those who don’t follow tennis had stumbled upon the news a couple of weeks ago of a certain influencer who, having taken to the court during the awards ceremony of Queen’s Club Londonhad stolen the scene from her winning boyfriend in front of the cameras. The protagonist of the story was Paige Lorenzeformer athlete with a nose for business, companion of the American tennis player Tommy Paul.

With an Instagram profile of around 650 thousand followers, she is the first entrepreneur that TWAG. Founded Dairy Boy in 2021 but the casual and lifestyle clothing brand began to turn to the world of tennis the following year, after meeting Tommy Paul at the US Open (among his exes there is Armie Hammeraccused by her and others of abuse in 2021).

Paige Lorenze at Wimbledon 2024 in Self-Portrait.

Karwai Tang

Having become a brand herself, she runs the business while traveling the world with her boyfriend. Acclaimed in the first days of the tournament for her designer polka dot look Self Portrait, Paige Lorenze didn’t waste a moment at Wimbledon. He took the opportunity to launch the Match Collectionone capsule ready to wearwith two affordable looks gone sold out in a flash.

«Brands are interested in the interaction between sport and fashion» Paige Lorenze told Forbes “They see me as someone who goes to these matches and creates high-quality content. Tennis is having its moment. It’s exciting to be able to do all these things and make the most of every opportunity.” Another quality that she undoubtedly possesses: sincerity.

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Morgan Riddle

The New York Times he called it «the most famous woman in men’s tennis» while she and her boyfriend, the American Taylor Fritzhave already been renamed the Victoria and David Beckham of Tennis. Morgan Riddle on his Instagram followed by 320 thousand followers and more declares his passion for fashion by introducing himself like this: «not cool but my outfits are».

Morgan Riddle with a bon ton look on one of the first days of Wimbledon.

Tom Dulat/Getty Images

Morgan Riddle met her champion in 2020 through the exclusive dating app Raya. She launched her career during the 2022 Australian Open with a very simple question: Which dress should I wear to watch the match? From that moment on, she never stopped, understanding that the key to success was to link her name to tennis.

«When you start dating a professional tennis player all you do is travel the world, dress nice, drink champagne and go to Wimbledon.» he had the opportunity to declare.

Morgan Riddle Ambassador of #tenniscore at Wimbledon 2024.

Karwai Tang

An approach appreciated by the organization of the oldest tournament in the world itself, which entrusted her with Wimbledon Threadsa series of video clips released on the sporting event’s social channels in which Morgan Riddle analyses the fashion aspects off the Centre Court pitch.
“I’ve worked tirelessly to try to reverse the connotations,” she said of being labeled a WAG. “Having that title shouldn’t mean we’re inferior because we choose to support our partners.”

At the moment they are talking about her as the ambassador of the #tenniscore both for its style and its literal ability to influence. He collaborated with Lottiea New York jewelry brand founded by young women, with whom she created tennis-inspired pendants adored by younger girls who, also thanks to her, are approaching this discipline.

«I realized that there was a gap in this content market.” he explained in an interview “there are a lot of creators who focus on tennis, scores and players but 50% of tennis fans are women. They love that aspect but they also love everything else. They want to see the clothes, the travels, the lifestyle». Morgan Riddle is there to please them.

Hannah From The Stone

When Hannah From The Stone in 2023 she began a steady relationship with the Australian tennis player of Greek origin Thanasis Kokkinakis was already a successful entrepreneur. Born in Melbourne, the influencer with almost 57 thousand followers, founded in 2019 Styled By Mima very well-known clothing rental platform in Australia (originally called HDSrentals).

The two, unlike other couples, are decidedly more reserved. Hannah Dal Sasso also differs from her “colleagues” in other ways: doesn’t like the term WAG at all. “I like having my own name and not being someone else’s partner,” she said. How could you blame her?

Ayan Broomfield

The Canadian Ayan Broomfield She was a tennis player of some fame who was forced to retire due to an injury. Her fame is all her own doing even though for about ten years she has been the partner of the American tennis player Frances Tiafoe (she acted as a stunt double for the actress Saniyya Sidney who played Venus Williams in the film King Richard). With her experience, she began to see her sport from other angles. Fashion first and foremost.

He started collaborating with the sports brand Wilson helping to modernise and relaunch it, has an agreement with BOSS and at Wimbledon she appears with an outfit Lacoste coordinated with the tournament colors. “The fusion of tennis and fashion has never really happened in our social media age,” she observed in an interview with Forbes «every brand is trying to take advantage of it».

Precisely for this reason, she has promoted another initiative that runs in parallel with her activity as a model, testimonial, influencer and consultant. All her efforts will converge on Ayan Broomfield Foundationthe foundation that aims to support young people and women in fragile situations by offering them sportswear and equipment. She believes in sports and the beneficial effects it can have in getting out of difficult situations. Fashion, sports and philanthropy, the perfect combination.