Jessica Schiffer is building a new conversation around the sport, one where couture, culture, business, and the court collide.
Tennis has always had a relationship with fashion. But lately, that relationship has become impossible to ignore.
From luxury brands signing tennis stars to players arriving on court in custom looks, the sport is entering a new fashion era. At the center of that conversation is writer Jessica Schiffer, whose newsletter Hard Court has carved out a unique space exploring the intersection of tennis and fashion.
Schiffer’s interest in tennis became much deeper after 2022, when she began watching the sport during a difficult period in her life. What started as a personal fascination eventually became Hard Court, a newsletter covering everything from tennis fashion and business to players, technology, and breaking news. Within its first year, it had already attracted significant attention, including a New York Times link and an interview with Andre Agassi during Wimbledon.
If there is one tournament where this evolution is particularly visible, it is the US Open.
Unlike Wimbledon, where players traditionally adhere to an all-white dress code, New York offers considerably more freedom. Players can experiment with color, custom designs, and statement walk-on looks, making the tournament one of the most exciting moments on the tennis fashion calendar.
And the fashion presence doesn’t stop on the court.
Fan Week, brand activations, beauty events, parties, and player appearances have increasingly surrounded the tournament, creating an atmosphere that Schiffer compares to Fashion Week.
Tennis is no longer simply something to watch.
It is becoming somewhere to see and be seen.
Of course, this new attention comes with its own tension.
Tennis has traditionally been quiet and highly formal. As younger audiences, fashion brands, influencers, and celebrities enter the scene, the culture surrounding tournaments is changing. Longtime fans may not always welcome the increased crowds, cameras, and social-media-driven atmosphere.
But perhaps that tension is exactly what makes this moment so interesting.
Tennis is evolving, and fashion is helping shape what comes next.
For Schiffer, that means there is still plenty to watch, from sponsorship deals and player partnerships to the changing way athletes present themselves to the world.
Because today’s tennis match doesn’t begin when the first ball is served.
Sometimes, it begins with what a player is wearing when they walk onto the court.