There’s been a clear shift in the world of luxury fashion: where actors once reigned supreme as brand ambassadors, labels are increasingly turning to the sporting world—and specifically, the tennis court—for fresh, globally influential faces.
With Wimbledon underway, Bottega Veneta has unveiled Lorenzo Musetti as its newest ambassador, just in time for the Italian star to make his centre court debut in Bottega. Taking on Nikoloz Basilashvili in his opening match, Musetti didn’t just serve aces—he served a look. The ATP No. 6 player wore a white version of Bottega’s iconic woven leather jacket, reimagined to align perfectly with Wimbledon’s famously strict all-white dress code. Fashion-forward without breaking the rules? A power play.
This partnership marks another high-fashion win for tennis, following in the footsteps of Jannik Sinner’s Gucci appointment last year. But make no mistake—this is Musetti’s moment. The 23-year-old has been gaining momentum, reaching the semifinals at Wimbledon in 2024 and the French Open in 2025, and securing a bronze medal at the 2024 Paris Olympics. He’s also helped lead Italy to back-to-back Davis Cup wins, making him one of the sport’s most exciting rising stars.
Bottega Veneta clearly sees his potential beyond the baseline, having already tapped him for their recent Craft is Our Language campaign. The campaign marked 50 years of the house’s iconic Intrecciato weave, with Musetti reflecting on the meaning of handcraft through the lens of his Italian roots and the tactile gestures of tennis. It’s a thoughtful synergy between sport and style—one that feels less about celebrity and more about character.
Whether it’s on the court or in a campaign, Musetti is proving himself to be a player worth watching.
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