Does Gucci change face and soul?

When, a few days ago, Jannik Sinner appeared on the Wimbledon court with a Gucci bag, many people wondered why. Why was he chosen as the brand ambassador by a famous brand?

The South Tyrolean is one of the most talented tennis players of his generation, but he certainly isn’t a fashion icon. He does not have the elegant and gaudy image of Roger Federer, who incidentally did not attend the last edition of the Met Gala and is friends with the powerful director of US Vogue, Anna Wintour. But she also doesn’t have the trend sense of Serena Williams, who has more than once shown off Virgil Abloh’s outfits on and off the court.

Sinner, who will turn 22 in August, carries the image of a good mountain boy. someone who feels more comfortable on skis or with snowshoes than in the front row of a show. To understand this, just watch the “A Hero’s Journey” series of videos created by Gucci and GQ Sports. In the images, “What am I doing here?” The Sinner from the series, dressed in Mason’s clothes, has a vaguely disheveled air. After all, he didn’t hide himself – during the post-meeting press conference in which he first showed off the bag covered in GG – there was a certain annoyance from the flood of questions that pertained not to his sporting performance but to the bag.

Then why was he chosen as the brand ambassador? This probably signals the new course of the Florentine maison, coinciding with the arrival of Sabato di Sarno as creative director. A curriculum, if these are campuses, must be very different from the one set forth by Alessandro Michele.

From the strange identities of characters like Harry Styles and Jared Leto, who were Michelle’s Gucci icons, to the slightly stray normality of The Sinner The move is great. But, to be sure, you’ll have to wait until September, when the first Di Sarno collection will debut on the catwalk.

Meanwhile it is clear Tennis has been an alternate ground for fashion of late, In recent seasons, many brands have developed collections inspired by this sport. This is the case, to name just a few, of Patou, whose history is closely linked to tennis (it was Jean Patou who designed the dress worn by Suzanne Lenglen at the 1919 Wimbledon final), or Miu Miu. Of.

The fact that Guadagnino’s new film – starring ZendayaOne of the youngest actresses most influenced by fashion – the events taking place in the tennis environment will only strengthen this trend. In short, it’s TennisScore time.