THE tennis season is back and the Australian Open courts became a spectacle not just for tennis fans, but for those with an eye for sports fashion as well.

Indeed, the Rod Laver Stadium became a catwalk for many of the top names of the sport. And I believe tennis fashion has certainly evolved in recent years, having covered the Grand Slams over the last couple of seasons.

These days, it’s become a lot more of a marketing element for sports brands.

For example, Nike and Reebok design outfits for the players they endorse that are not available commercially, which was never done before.

Maria Sharapova’s “Tuxedo Shorts” suit and Roger Federer’s classy retro cardigan at the last Wimbledon were made specifically for them.

In part, it’s the star treatment they get for endorsing these sports companies and it’s certainly a way to get these players and brands stand out.

It has taken on such significance for these companies that I understand this year’s Wimbledon outfits were designed a year ago.

Compared to the last decade, players today are donning outfits with very bright and strong colours.

Elena Dementieva’s outfit this year was a bright vermillion shade, Lleyton Hewitt was wearing a loud bright green, and Jelena Jankovic – who is now sponsored by a Chinese outfit ANTA – wore an even brighter green that overshadowed Hewitt’s garb.

On that note, a few outfits worn by Serena Williams have been popular talking points in the last few years.

She wore a “biker” themed outfit, a catsuit, and a white trenchcoat for her warm-up gear that did not put her in the best of light.

This year, she put on a pleasant shade of blue that was pleasing to the eye. In fact, I would say she dressed like the champion that she is.

For the ladies, again, being feminine and elegant did the trick.

I think Ana Ivanovic and Jankovic’s consistently feminine apparel have been outstanding.

One of the most fashionable ladies off-court has definitely been Daniela Hantuchova.

I’ve seen her off court and she is always in a pretty dress that flatters her, and she carries it so well.

Similarly, one player who has done very well off court in terms of fashion is Venus Williams, who has her own tennis and casual clothing label “Eleven”.

It features tennis attire as well as casual trendy clothes that are priced very reasonably and I think it’s cool of her to design her own line of clothes for the masses.

If you’re young, you should look to Rafael Nadal’s young and energetic gear.

His hemline has become shorter these days, and he is looking dandy in his shorter shorts, that are nicely tight and show off his perky behind to great advantage, driving all the ladies wild.

But I’m sure they are screaming for him to bring back “The Sleeveless”, to better show off his beautifully toned biceps.

But you never know how audiences may react.

For example, a young ingénue, Alize Cornet, showed off her new outfit that divided spectators into two camps.

There were those who thought the sheer lightweight fabric of her top was well balanced with the strong red knickers underneath.

Transparent

On the other hand, the traditionalists did not appreciate how the above-mentioned outfit crossed into the realm of transparency, showing off more of Alize than they cared to see.

Forget clothes, what about the hair? Of course, we’re talking about Spaniard Fernando Verdasco (right).

Here is a man, after four-and-a-half hours of extreme physical battle in the semi-final against his compatriot Nadal, seemed like he just stepped out of a hair spa without a single strand out of place.

In fact, he looked like he just stepped out of a fresh shower, and I can tell you that he smelt good too.

This article was first published in The New Paper.