The Evolution of Women's Tennis Fashion: From Tradition to Innovation
Women's tennis fashion has never been just about appearance.
What female players have worn on the court has always reflected far more than style—it has mirrored social change, technological innovation, and the evolving role of women in sport.
From the long white dresses of the early twentieth century to today's high-performance, fashion-forward designs, tennis apparel has evolved alongside the women who wear it.
Let's explore the defining moments in the fascinating evolution of women's tennis fashion—and discover how elegance, performance, and individuality have come together to shape the modern game.
1. The Origins: Victorian Elegance (Late 19th Century – Early 20th Century)
When the first official tennis tournaments, including Wimbledon in 1877, were held, women competed in ankle-length dresses with long sleeves and tightly laced corsets. White was the only acceptable colour, reflecting the era's ideals of modesty, elegance, and social decorum.
While these garments embodied refinement, they offered very little freedom of movement. At the time, women's participation in sport was still viewed more as a social pastime than a serious athletic pursuit, and tennis fashion reflected those cultural expectations.
2. The 1920s and 1930s: Suzanne Lenglen Changes the Game
The 1920s marked a turning point in the history of women's tennis fashion, thanks to the extraordinary influence of Suzanne Lenglen.
The French champion revolutionised the way women dressed on court, introducing knee-length skirts, sleeveless tops, and the now-iconic headband. Her outfits, created in collaboration with renowned French designer Jean Patou, combined elegance with practicality, proving that style and athletic performance could coexist.
During the 1930s, pleated skirts became shorter and lighter, giving female players greater freedom of movement while preserving the sophistication that had always distinguished the sport.
3. The Post-War Years and the 1950s: Comfort Meets Femininity
Throughout the 1950s, white remained the defining colour of tennis, but women's tenniswear gradually became lighter and more practical. Full knee-length skirts, more comfortable tops, and increasingly breathable fabrics allowed players to move with greater ease while preserving the elegance traditionally associated with the sport.
As women's tennis became increasingly professional, functionality took on a more prominent role in apparel design. Trailblazing players such as Althea Gibson helped elevate women's tennis onto the international stage, bringing a fresh, dynamic image to the game while inspiring a new generation of female athletes.
4. The 1970s: A New Era of Freedom and Individuality
The 1970s marked a true revolution—not only in women's tennis, but also in the way female players dressed.
Billie Jean King became a symbol of change, fighting for equal prize money while embracing a more practical approach to tenniswear. Shorter skirts, built-in shorts, and sleeveless tops reflected a growing emphasis on comfort, performance, and freedom of movement.
At the same time, Chris Evert became a style icon, known for her elegant outfits, signature headbands, and effortlessly feminine image.
Fashion was no longer simply about tradition. It became a way for players to express their individuality while meeting the demands of an increasingly competitive sport.
5. The 1980s and 1990s: Colour, Innovation, and the Rise of Sports Brands
The arrival of major sponsorships and global sportswear brands transformed the world of women's tennis.
The sport gradually moved beyond the tradition of all-white clothing as brands such as FILA and Ellesse introduced bold colours, innovative designs, prominent logos, advanced synthetic fabrics, and ergonomically engineered silhouettes.
Champions including Steffi Graf and Monica Seles stepped onto the court wearing high-performance outfits distinguished by distinctive design details and strong visual identities.
During this period, tennis apparel became far more than sportswear. It evolved into a powerful marketing tool, with each player's personal image becoming closely associated with the brands they represented.
6. From the 2000s to Today: Individuality Meets Innovation
The new millennium ushered in a fresh era for women's tennis fashion, where individuality became just as important as performance.
Serena Williams and Venus Williams redefined what it meant to dress for the court, introducing bold designs that blended athletic performance with personality and contemporary fashion influences.
Leading sportswear brands began collaborating with renowned fashion designers to create increasingly innovative collections featuring advanced technical fabrics, asymmetrical silhouettes, fitted shorts, and modern tailoring.
Today, women's tennis fashion strikes a balance between tradition and innovation. While Wimbledon continues to uphold its iconic all-white dress code, tournaments around the world showcase vibrant colours, contemporary cuts, and memorable designs—including Serena Williams' celebrated catsuit at the French Open.
7. The Future of Women's Tennis Fashion: Sustainability, Quality, and Femininity
From the elegance of the Victorian era to today's cutting-edge technical designs, women's tenniswear tells a remarkable story of progress, innovation, and self-expression.
Every transformation in tennis fashion reflects a broader evolution in the role of women—both in sport and in society.
As performance and design continue to evolve together, a new vision of luxury tenniswear is emerging.
That is the vision behind Laila Coslovich.
Through Made in Italy tailored tennis dresses crafted from certified sustainable technical fabrics, the brand celebrates both tradition and innovation while choosing a different path—one built on craftsmanship, quality, and respect for people and the environment.
In a world where sportswear is often associated with mass production and standardised design, Laila Coslovich offers an alternative: tennis dresses created with the precision of Italian tailoring, the innovation of high-performance technical fabrics, and an unwavering commitment to sustainability.
The result is a new concept of women's tenniswear—one that goes beyond performance alone to celebrate elegance, femininity, and authenticity.
More than a fashion brand, Laila Coslovich represents a new chapter in women's tennis fashion.
It is a statement of identity for women who want to feel elegant, feminine, and confident every time they step onto the court.
Each dress is born from the desire to unite the grace of athletic movement with the timeless excellence of Italian tailoring, combining advanced technical fabrics with authentic Made in Italy craftsmanship.
Flowing silhouettes, premium materials, sustainable production, and meticulous attention to detail come together to create the perfect balance between beauty and performance.
Discover the Laila Coslovich Collection
Discover our collection of Made in Italy tailored tenniswear and experience a new way of living tennis—where elegance, craftsmanship, and performance come together in every design.
Frequently Asked Questions About Women's Tennis Fashion
Who First Revolutionised Women's Tennis Fashion?
French tennis champion Suzanne Lenglen transformed women's tennis fashion during the 1920s by breaking away from the restrictive Victorian dress code. Wearing knee-length skirts, sleeveless tops, and her iconic headbands—many designed by celebrated French couturier Jean Patou—she introduced a new vision of elegance, freedom, and athleticism that forever changed the sport.
When Did Women's Tennis Move Beyond All-White Clothing?
The transition began during the 1980s, when sponsorships and leading sportswear brands such as FILA and Ellesse introduced colour, logos, technical fabrics, and more innovative designs. Champions including Steffi Graf and Monica Seles helped establish a new era in which performance and personal style became equally important.
How Has Women's Tennis Fashion Evolved in the 21st Century?
The twenty-first century has seen women's tennis fashion become increasingly innovative and expressive. Players such as Serena Williams and Venus Williams combined elite performance with bold personal style, while collaborations between sportswear brands and fashion designers introduced advanced fabrics, contemporary silhouettes, and fashion-inspired collections.
What Is the Future of Women's Tennis Fashion?
The future of women's tenniswear is increasingly focused on sustainability, exceptional craftsmanship, and timeless elegance. Brands such as Laila Coslovich are leading this evolution by creating Made in Italy tailored tennis dresses that combine certified sustainable fabrics, technical performance, and the enduring excellence of Italian craftsmanship.