Adeline Arjad Cook

As an amateur tennis player, designer, and owner of the Love Love Tennis Boutique in Beverly Hills—just two blocks from the famed Rodeo Drive—I’ve spent a lifetime not only honing my forehand but also observing the fascinating evolution of tennis fashion. Over the years, what women wear on the court has transitioned from purely functional attire to bold, luxurious statements of personal style, all while staying rooted in the sport’s tradition. Let's take a stroll through the fashion archives of tennis, and see how we got to where we are today.

Early Days: Function Over Form

In the late 1800s, when women first began playing tennis competitively, their attire was anything but practical. Can you imagine playing a match in a full-length dress with petticoats and corsets? Early tennis players had to endure the weight and restrictions of these heavy fabrics, which were designed for modesty, not mobility. Tennis stars of that era were fashion pioneers without even knowing it, pushing the boundaries of what society deemed appropriate for women to wear in public.

It wasn’t until the early 20th century that things began to change. The legendary Suzanne Lenglen, known as much for her game as for her daring fashion choices, stunned the tennis world in the 1920s by wearing calf-length skirts and sleeveless tops—a scandal at the time. Lenglen’s influence on tennis apparel marked the beginning of a shift toward more functional, breathable fabrics that allowed for greater freedom of movement, setting a precedent for future generations of tennis players.

The Iconic 1970s: Breaking Barriers

By the time the 1970s rolled around, tennis had become synonymous with chic. Players like Billie Jean King and Chris Evert dominated the court in outfits that not only made them feel powerful but also inspired a generation of women to embrace sport in a whole new way. The '70s were also the era when color started to appear in women’s tennis fashion, breaking away from the tradition of all-white ensembles. Bold patterns, bright hues, and shorter skirts began to make their debut on the court, adding an element of personal expression that hadn’t existed before.

At Love Love Tennis, I often have conversations with women about their memories of tennis fashion from this time. Some recall the white cable-knit sweaters tied around the neck, while others reminisce about the pleated skirts they wore for years. One thing is clear—tennis fashion of the 1970s wasn’t just about performance, it was about making a statement.

Modern Day: Fashion Meets Function

Fast forward to today, and women’s tennis fashion has achieved a perfect balance of style and performance. Tennis outfits are designed with cutting-edge materials that enhance mobility, wick away sweat, and protect against harmful UV rays. But what’s most exciting about modern tennis apparel is the sense of individuality. Players are no longer constrained by uniformity; today’s tennis wear is a celebration of personal style, on and off the court.

At Love Love Tennis, I’m proud to carry pieces that reflect this evolution. Our tennis apparel, all designed and made in Downtown LA, allows women to express themselves through bold colors, luxurious fabrics, and unique cuts that feel fresh, modern, and flattering. We even offer a collection of jewelry and bags that complement any on-court look, because tennis is not just a sport—it’s a lifestyle.

The Future of Women’s Tennis Fashion

Looking ahead, I believe the future of women’s tennis fashion will continue to prioritize sustainability, innovation, and inclusivity. As more and more women, especially those over 40, are getting back into tennis (or starting for the first time), the demand for high-quality, fashionable, and functional apparel will only grow. For those of us who see tennis as a lifelong pursuit, we want clothing that evolves with us—pieces that allow us to move freely, feel confident, and, most importantly, have fun on the court.

At Love Love Tennis, we’re always thinking about what’s next in tennis fashion, and I’m excited to continue creating designs that not only meet the practical needs of women but also make them feel fabulous every time they step onto the court. After all, tennis is one of the few sports where you can be as stylish as you are competitive.

So whether you’re serving aces or simply enjoying a casual hit with friends, remember that tennis fashion has come a long way—and it’s here to stay.

Visit Love Love Tennis

Next time you're in Beverly Hills, stop by my boutique, Love Love Tennis, just two blocks from Rodeo Drive. You’ll find apparel that brings both elegance and performance to the court—because why should you have to choose between looking good and playing your best?

For more insights on tennis and fashion, visit us at Love Love Tennis.

Let’s continue the conversation on how tennis fashion empowers women, both on and off the court!