By World Licence 
Photo credit: Javier Garcia / Shutterstock
A new wind is blowing through the world of luxury, and it’s no longer coming solely from Hollywood red carpets. In recent seasons, the biggest fashion houses have no longer sought their ambassadors solely among actors or singers with film or music fame. A more athletic trend, more rooted in effort, discipline, and performance, is taking hold: that of sport, and more specifically tennis. This change of direction isn’t happening discreetly; it’s asserting itself with style, elegance, and power. The latest coup to date: the appointment of young Italian prodigy Lorenzo Musetti as ambassador for Bottega Veneta.
At only 23 years old, Musetti embodies this new generation of athletes capable of combining grace and determination, technique and aesthetics. With Wimbledon in full swing, the announcement of his partnership with Bottega Veneta has landed like a bombshell in the heart of the fashion and sports world. And for his grand entrance onto center court, facing the formidable Nikoloz Basilashvili, the young Italian didn’t just shine with the quality of his game. He captivated everyone’s attention by appearing dressed in an immaculate version of Bottega’s famous woven leather jacket, redesigned to meet the rigorous requirements of the London tournament’s famous white dress code. An outfit that borders on perfection: bold yet regulatory, innovative yet respectful of tradition. A demonstration of style as much as an act of strategic positioning, which testifies to the finesse of the collaboration between the athlete and the brand.
This isn’t the first time tennis has graced fashion campaigns. In 2023, Gucci already cast its eye on Jannik Sinner, another rising star of Italian tennis, marking the first wave in this new era. But with Musetti, Bottega Veneta isn’t trying to ride a wave of trends. Instead, the brand seems to be banking on depth: that of a promising career, a strong character, and an understated yet intense elegance. A finalist at Wimbledon in 2024, a semi-finalist at Roland Garros in 2025, a bronze medalist at the Paris Olympic Games, and the hero of two consecutive Davis Cup victories with Italy, Musetti continues to elevate his game. His steady rise positions him as one of the most captivating talents in world tennis. And Bottega Veneta, with its particular flair for singular icons, has made no mistake.
This collaboration is part of a larger project by the house: the “Craft is Our Language” campaign, celebrating 50 years of Intrecciato weaving, Bottega’s inimitable signature. In this campaign, Musetti doesn’t just wear the pieces: he embodies a message, a philosophy. By sharing his vision of craftsmanship through his Italian origins and the precise movements of tennis, he bridges the gap between two worlds that might seem far apart, but which ultimately share the same essence: mastery of movement, patience, and respect for expertise. Through this alliance, sport becomes a natural extension of elegance, and elegance a new way of showcasing performance.
This partnership is therefore not based on a simple image, but on a vision. A desire to tell a story where prestige is no longer measured by fame alone, but by consistency, sincerity, and depth. In a world increasingly saturated with interchangeable faces, Musetti brings a breath of authenticity. He’s young, talented, disciplined, and possesses a discreet aura that captivates without shouting. It’s this subtle blend of controlled fragility and contained power that makes him an exceptional ambassador.
By choosing Lorenzo Musetti, Bottega Veneta isn’t just dressing a tennis player. It’s affirming a new language of luxury, one that speaks to those who create, who build, who exude their excellence. And Musetti, whether in a long backhand shot or in a fashion shoot, reminds us that style, like talent, isn’t invented: it has to be cultivated.
Photo credit: Javier Garcia / Shutterstock