Global Campaign Features Tennis Players Emma Cohen and George Loffhagen
Gucci has introduced the Gucci Tennis special collection, inspired by the brand’s archival designs from the 1970s. After a preview in select Paris stores in May, the collection is now available globally, showcased through a new campaign featuring tennis players Emma Cohen and George Loffhagen. The campaign captures the collection’s essence, with the athletes displaying the pieces on and off the court.
The collection blends tradition with modernity, drawing from Gucci’s historical relationship with tennis, particularly the 1970s when the brand expanded its tennis-related products, including accessories and the Tennis 1977 sneaker—one of the first luxury sneakers. This tennis affinity continued into the 1980s with ready-to-wear pieces popular among athletes and enthusiasts.
Reimagining traditional tennis attire with contemporary elegance, the collection includes sleek dresses, sophisticated polos, and matching sets for men and women, such as shorts and skirts paired with tanks and knitwear. Accessories like caps, wristbands, and leather items enhance the outfits. Key pieces include a new duffle bag, racquet backpack, racquet bag, and shoe holder, all featuring a white-on-white GG monogram and Web stripe details. The Tennis 1977 sneakers are available in white canvas and leather, along with Gucci Ace sneakers featuring the GG monogram.
The collection prominently features the emblematic Web stripe, a signature element that connects the brand’s past and present, emphasizing Gucci’s legacy. This detail runs through the designs, giving the collection a cohesive aesthetic reflective of classic sporting elegance.
The Gucci Tennis collection is now available at select stores worldwide, including exclusive displays in Milan, London, and Paris, as well as online at gucci.com.
The Gucci Tennis collection campaign was brought to life under the creative direction of Sabato De Sarno, with photography by Davit Giorgadze and styling by Melissa Levy. The make-up was done by Stephanie Kunz, and hair styling was by Ramona Eschbach. Tennis players George Loffhagen and Emma Cohen featured prominently in the campaign, embodying the spirit and elegance of the collection.
