BRAND STORY

"I am not living this dream alone.

In every garment I create, I feel the presence of my ancestors, the hands that sewed before me, and the voices that taught me the value of beauty and work created with love. They left me an invisible heritage—made of talent, passion, and dedication—that flows through my DNA and now takes shape through my work.

This project does not belong to me alone: it is the continuation of a family story that, through my art, continues to grow, evolve, and live on through time."

 

The brand Laila Coslovich – Luxury Tennis Couture was founded in 2020 as an innovative line of women's tennis apparel. Through this project, entrepreneur Laila Coslovi Longo sought to combine sartorial elegance, athletic performance, and sustainability, giving life to an authentic form of conscious luxury, deeply rooted in her personal story. She also founded the aesthetic movement Tennis Chic, a style that transforms tennis apparel into a symbol of femininity, strength, and timeless elegance.

The idea behind the brand dates back to 2014. At the time, Laila often played tennis and dreamed of stepping onto the court wearing something different: a more feminine and original outfit, capable of expressing personality and character. She bought technical stretch fabric from a local fabric store and designed her first dress, which was sewn by her maternal grandmother, Ida. That simple yet meaningful gesture unknowingly marked the beginning of a journey destined to transform her life.

During the 2020 lockdown, that vision took concrete shape and became a real project. In 2021, Laila officially registered the brand as a European trademark. Coslovich was the original surname of her paternal grandmother, whose family came from Istria, and was later Italianised during the Fascist period. The suffix "-ich" in Slavic means "daughter of" or "descendant of"—a direct reference to her roots, her sense of belonging, and her gratitude towards her family.

Laila's family history is a blend of art, technical expertise, and dedication. From her maternal side, she inherited a passion for fashion: her great-grandparents owned two tailor shops, including Sartoria Russotti, the most prestigious men's tailoring house in Taormina. Active until the 1970s, it was renowned for its elegant suits, tailcoats, and bespoke tuxedos, created for an elite clientele from across Europe.

From her paternal side, she inherited rigor and precision: her grandfather was an engineer, her father a respected surveyor, and her mother—who studied Architecture alongside him—instilled in her a deep appreciation for aesthetics and attention to detail, while also supporting her in creating the brand's digital marketing content.

From the union of these two legacies—sartorial and technical—was born what Laila defines as her Technical Tailoring: a contemporary atelier where high-quality, eco-sustainable performance fabrics are transformed into unique tennis garments designed to enhance femininity, move naturally with the body, and express the character and personality of the woman who wears them.

The first capsule collection, launched in 2021 at her boutique in Taormina, Le Chic Boutique, achieved remarkable success. Every piece sold out, purchased mainly by women who, despite not playing tennis, had fallen in love with its elegant and contemporary style.

From that moment on, the brand continued to grow with new designs, coordinated sets, and exclusive garments, always created with artisanal care and a deep respect for sustainability, one of the fundamental values of Laila's vision.

In addition to personally designing and creating her garments, Laila chooses to wear them in her photo campaigns, presenting herself exactly as she is: a real, natural, and authentic woman. At over forty, she wishes to represent a vision of beauty free from imposed standards, where elegance is born from authenticity and self-respect.

What makes this journey truly special is that she never experiences it alone. Laila feels the strength of her family, her ancestors, and their stories beside her, continuing to guide her every step of the way.

This is why the brand's Manifesto is written in the first person plural: because hers is a shared mission.

Every garment represents a promise kept—a way of honouring her ancestors, the invisible legacy they entrusted to her, and of giving back a fragment of authentic beauty to the world.

Today, Laila Coslovich – Luxury Tennis Couture looks to the future with an international vision. Laila's ambition is to bring Italian sartorial elegance applied to tenniswear to women around the world, continuing to unite tradition and innovation, luxury and sustainability, heritage and vision.

For her, true luxury lies in creating with soul—and allowing every garment to tell a story of love, courage, and belonging.