SBD/Issue 191/Sponsorships, Advertising & Marketing

Dressed For Success: Players Unveil Special Wimbledon Outfits

Sharapova's Outfit At Wimbledon
Based On Old Russian Military Style
Players at Wimbledon yesterday, including Roger Federer, Maria Sharapova and Serena Williams, "gave fans something other than tennis to talk about with a range of outfits that threw out the old form books," according to Amber Morales of the London DAILY MIRROR. Federer was "very Officer and a Gentleman in his military jacket but the waistcoast gave a slight air of Costa Brava cocktail waiter." Sharapova wore a "belted jacket based on an old military style from Russia," and her "white and gold bag was customised with her initials, like Federer's, and decorated with a Wimbledon streetmap design." Williams wore a "mini mac styled like a double-breasted English trenchcoat." Williams: "It is not athletic attire. But it is ladylike and I am very ladylike" (London DAILY MIRROR, 6/23). Meanwhile, Sharapova at Wimbledon is wearing custom-made 18 karat gold Paloma Picasso earrings from Tiffany & Co. (Tiffany).

Fashion Critics Come Down Hard
On Federer's New Nike Jacket
FASHION FAUX PAS? ABCNEWS.com's Alexander Marquardt reports Federer meets with Nike reps "once a year to discuss the outfit" he will wear at Wimbledon. Federer said the company then gets to work on the “long process.” Federer: "They always have lots of good ideas and even though it didn’t look right to begin with, they got there in the end." But Marquardt writes there "might be only one tennis player in the world that could get away with walking onto Wimbledon’s Center Court in a white military-style coat complete with epaulettes only to take it off to reveal a formal white waistcoat for the warm-up" (ABCNEWS.com, 6/23). The London TELEGRAPH writes Federer "proved once again that his fashion sense often lands wide of the mark." His "gold-trim jacket was accessorised with a white and gold man-bag," and "even his white Nike trainers had matching gold" swooshes. Meanwhile, Sharapova was "dressed down comparatively," as she "turned up on Court No 1 wearing a simple white frock" (London TELEGRAPH, 6/23). Also in London, Patrick Kidd writes of Federer, "That bag looked like something Paris Hilton would take to a spa. ... Not only did the puffy gold ends make it resemble a giant wrapped luxury chocolate, but there was a showy monogram on the side, looking as if it belonged on a perfume bottle" (LONDON TIMES, 6/23). In Scotland, Stephen McGinty: "The bag was a dazzling gold apparently inspired by the legacy of Liberace. The coat looked as though it had been beamed down from the USS Enterprise" (THE SCOTSMAN, 6/23).

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