Wimbledon is more than just a tennis tournament—it’s a cultural moment in London’s summer calendar where fashion, lifestyle, and sport collide in effortless style. Every year, brands bring their A-game with exclusive collections, pop-ups, and limited-edition launches that capture the tournament’s preppy elegance and spirited energy. From vintage-inspired apparel to curated dining experiences, Wimbledon 2025 is shaping up to be a feast for fans who want to see and be seen, on and off the courts.
This season, the city’s style set has plenty to get excited about. Whether it’s sport-tech tenniswear with a streetwear twist, sustainable capsules by tennis stars themselves, or alfresco terraces perfect for sipping Pimms between sets, London’s Wimbledon offerings invite everyone to join in the celebration of this iconic event. Here’s a curated guide to the best launches and pop-ups you don’t want to miss.
Ralph Lauren Wimbledon 2025
Ralph Lauren has brought its signature preppy elegance to Wimbledon 2025 with a full lifestyle takeover, from a live-screening café pop-up on New Bond Street to an alfresco dining terrace within the tournament grounds. The brand’s flagship store has been wrapped in court-green stripes and transformed into a chic viewing hub, while the Café at Ralph Lauren in Wimbledon’s Southern Village serves up iced lattes, cream teas, and custom-embroidered polos just steps from the action. As the Official Outfitter, Ralph Lauren’s presence this year blurs the lines between sport, fashion, and refined hospitality.
Lacoste
Djokovic’s Signature Polo & Shorts
Let’s be honest: you’re not buying Djokovic’s on-court kit because you plan on replicating his serve. This is about looking like you could. His polo and matching shorts are all clean lines and crisp whites, the fashion equivalent of “I holiday in the south of France and drink espresso at 10pm.” Functional? Sure. But mostly, they're just really good for walking around Notting Hill pretending you own a tennis club.
adidas London Originals Collection
This drop is what happens when vintage tennis style gets the streetwear edit. Think retro pleated skirts, mesh tank tops, and zippered jackets in Wimbledon’s signature palette—green, white, and nostalgia. There are headbands, too, because someone at adidas understands that Wimbledon is as much about the hair as the hits.
Kith x Wilson 2025 Tennis Collection
Launching June 20, this is what you wear when you want to look like a tennis pro but feel like a downtown art dealer. The collection includes everything from performance-ready polos to green-and-white cardigans that whisper “Hamptons adjacent.” The rackets are beautiful. The bags are aspirational. The whole thing is lifestyle cosplay, and that’s why we love it.
Gucci & Brunello Cucinelli
Wimbledon Knit Capsules
Last year’s knitwear drops from Gucci and Brunello Cucinelli are still quietly dominating match-day chic. Ivory cardigans with tennis badges, wrap sweaters that say “I’m cold, but curated”—these are layers for the person who would never actually run for cover in a rain delay. Limited editions, yes, but available on resale for those who like their luxury with a bit of a hunt.
Elina Svitolina + Svitlana Bevza Capsule
Ukrainian tennis royalty meets minimalist fashion in this refreshingly understated collection. Svitolina and Bevza co-designed sleek, sustainable pieces in crisp whites—think reimagined polo dresses and structured vests. Proceeds support her tennis foundation, which makes it officially fashion that gives back while looking better than you.
Fred Perry
Tennis Heritage Polos
Fred Perry continues its slow-burn seduction of the heritage set with 1952-style polos that basically invented Wimbledon aesthetic. The pique fabric and classic fit are eternally flattering, whether you're watching the match or walking to Waitrose pretending you’re late for one.
ALIGNE
The Rosia Linen Dress
If you need a dress that says “I’m only here for the Pimm’s,” the Rosia linen number from ALIGNE is it. The white drop-waist silhouette is unfussy, flattering, and £149—enough to feel considered, not flashy. Also in the capsule: a broderie co-ord and cotton midi skirt, all ready for sun-drenched outfit repeats.
Harvie & Hudson
Wimbledon Menswear Collection
British tailoring gets the tennis memo with Harvie & Hudson’s smart, lightweight menswear drop. From seersucker blazers to polished separates that somehow make sweating seem elegant, it’s the kind of collection where even the casual trousers look like they’ve read Tatler.
L’ETO
Tennis Ball Dessert Macaron
In what may be the most extra Wimbledon dessert of 2025, L’ETO has crafted a tennis ball-shaped ice cream macaron in matcha and vanilla, served with strawberries, naturally. It’s the kind of thing you order “just to try” and then photograph like it’s a guest at the table.
Strawberries & Screen
Duke of York Square
If you're not actually going to Wimbledon, this is the next best thing. Giant outdoor screens, gourmet street food, and the kind of crowd that dresses for the highlight reel. Pimm’s, strawberries, and lots of linen—this is how Chelsea does a public viewing.
Great Scotland Yard Hotel
Wimbledon Afternoon Tea
Because nothing says summer in Britain like a Wimbledon-themed tea served with edible tennis balls. Created in collaboration with Lavazza, the tea includes quiches, truffle sandwiches, and Pimm’s drizzle cake that will make you wonder why you ever bothered with plain scones.
CROÍA
The Tennis Club Jewellery Capsule
Just in time for Wimbledon, Irish label CROÍA launched a jewellery collection that’s basically “tenniscore” in accessory form. Rhinestone huggies, stackable bracelets, tarnish-proof everything—designed to be worn with both tennis whites and Tuesday meetings. Proof that you don’t need to break a sweat to serve a look.
