Wimbledon has released its first range of ‘smart casual’ clothing for spectators as the championship revealed many visitors are unsure of what to wear to the event.
While there is no official dress code for most visitors to the tennis tournament, which takes place between July 3 and 16, it has said there is confusion amongst tennis fans over what to wear.
Now The All England Lawn Tennis Club has released a new ‘semi-formal’ range which will allow all guests to wear something ‘from Wimbledon to Wimbledon’ and ‘stylish options to wear, to watch, as well as play, tennis’.
The range, which was designed on site in SW19, includes cotton chino trousers and striped dresses, with prices starting from £40 and rising to £250.
David Hewitt, head of retail and merchandise at Wimbledon, said: ‘We are continually looking to push the boundaries of this Collection, and moving beyond sportswear with the release of our semi-formal capsule is exciting new territory for us.
Wimbledon has released it’s first ever range of ‘smart casual’ clothing for spectators – as the tennis championship revealed many visitors are unsure of what to wear to the event
Left: women’s varsity jacket, £285; white pleated skort, £55. Right: women’s collared open necked sweater, £135; green pleated skort, £55
‘The team has designed some really attractive pieces, inviting our guests to wear something from Wimbledon to Wimbledon for the first time – for me, that’s something really special.’
Designed just steps away from Centre Court, the club claimed the collection ‘continues to grow in confidence and size’, showcasing Wimbledon’s ‘relevance both on and off the court’.
The organisers claimed they hoped the pieces would ‘provide stylish options to wear, to watch, as well as play, tennis’.
According to the club, in the three weeks leading up to the tournament, there is a 404 per cent spike in online searches for ‘What to wear to Wimbledon’ and ‘Wimbledon dress code’.
The club is hoping to capitalise on the ‘Tenniscore’ trend which continues to dominate both on and off-court.
This year, the collection features heritage-inspired, block coloured tennis separates, incorporating classic navy and white alongside the Wimbledon green and purple.
New seasonal key pieces for this year include the W Varsity Bomber, a limited edition, traditional varsity jacket made from luxurious and hardwearing Melton wool, featuring an embroidered felted W patch, vegan leather detailing and smart cream and navy striped collar and cuffs.
The London-based design merchandise team brings a wealth of expertise from key British design and retail destinations.
The All England Lawn Tennis Club claimed the new ‘semi-formal’ range would allow all guests to wear something ‘from Wimbledon to Wimbledon’ and ‘stylish options to wear, to watch, as well as play, tennis’
Last year, speaking to FEMAIL, London-based stylist Miranda Holder, 42, shared the tips and tricks to serve up lashings of courtside glamour at the tennis competition this summer
Last year, London-based stylist Miranda Holder, 42, shared with Femail tips and tricks to serve up lashings of courtside glamour at the tennis competition this summer.
The stylist said how current high-street trends, such as showing your nipples, are a big no-no.
Instead, spectators need to keep things understated yet classy – with no jeans and the colour white definitely left to the players.
She said: ‘Well cut midi dresses, relaxed tailoring and quality separates are all stylish go-tos.
The performance wear collection remains a highlight, and Wimbledon expects to capitalise on the ‘Tenniscore’ trend which continues to dominate both on and off-court
‘And if in doubt adding one of this season’s oversized blazers and ruching up the sleeves will serve up a contemporary nonchalant twist and earn you some admiring glances.’
Miranda also gave the green light to bold accessories such as a fabulous earring or statement necklace.
She warned however to keep things demure with only only a glimpse of decolletage.
‘Full on cleavage should be reserved for the after party at Annabel’s,’ she said.
Miranda encouraged all to take inspiration from Kate Middleton and keep your outfit understated.
‘Think Audrey Hepburn timeless elegance rather than TOWIE tarty,’ Miranda said.
‘Erring on the side of tastefulness, rather than revealing too much flesh in anything too sheer or clingy.
‘Please don’t channel your inner 2019 Victoria Beckham and turn up in your underwear.
‘Nipples have long been the muse of the fashion pack but that black negligee really belonged in the bedroom alongside the fluffy mules and rollers, and we really don’t want the players to be distracted from their serves.’
From a practical point of view, she also warned off the maxis dress, ‘unless you plan to spectacularly spill your Pimm’s tripping up the steps’.