Why Naomi Osaka’s tennis outfits mean more than just making a fashion statement

Naomi Osaka has changed more than the pace of a tennis match. In recent years, the four-time Grand Slam champion has made her entrances part of the spectacle, using clothes, accessories and cultural references to reveal a different side of herself. From dramatic couture-inspired outfits to Japanese influences and NBA-inspired streetwear, Osaka has made the court another place to tell her story.Naomi Osaka’s fashion style blends sport, culture and identityOsaka’s approach to fashion became especially visible as she returned to competition after becoming a mother. Her clothing offered her another way to reconnect with her identity, while collaborations with designers and Nike allowed her to bring ideas from outside tennis into the sport.One of the clearest examples came with a gothic-inspired look that Osaka described as almost like stepping into another character.“I feel like we’re all kind of exploring together. It’s not that I have multiple personalities, but every time I wear a different outfit, it’s like a different character, almost like a video game, where you can select different avatars. And for me, it always feels like whatever story we’re telling and whatever outfit I’m wearing, it’s like a different version of myself.”That idea helps explain why her outfits rarely feel random. They often carry a reference, a memory or a piece of her personality.At the Australian Open, Osaka took that approach even further with a look inspired by a jellyfish. Created with London designer Robert Wun and Nike, the ensemble included a flowing veil, a wide-brimmed hat and a sheer parasol. Butterfly details also nodded to a memorable moment from her past when a butterfly landed on her face during a match.Osaka explained why these moments matter to her beyond the clothes themselves.“When I look back at the players who came before me, I think about how those moments—those looks—have become memories that live forever […] So much of the time, other people get to write our stories for us. This felt like a moment where I could write a little bit of my own.”Her Grand Slam wardrobe has continued to shift with the setting. At Indian Wells, she embraced bold animal print. At Roland Garros, she wore a shimmering gold design that drew inspiration from the Eiffel Tower. Wimbledon brought a more traditional white palette, but Osaka still found room for personal meaning through a Japanese-inspired kimono wrap.“I’ve never thought of the colour white as a restriction”, Naomi said at the pre-tournament press conference, “there are so many different patterns and textures that you can use. It doesn’t hinder me.”She also explained the cultural connection behind her Wimbledon outfit.“My Japanese heritage means a lot to me… so I thought it would be cool to come out in a kimono.”Naomi Osaka uses fashion to challenge tennis traditionsOsaka’s fashion choices have not gone unnoticed. Some traditionalists have questioned whether elaborate walk-on outfits belong in tennis, particularly when players are expected to follow long-established dress traditions.After one match, Laura Siegemund criticised the idea, saying, “I come here to play tennis, not to put on a fashion show.”Osaka has made it clear that pleasing everyone is not the purpose of her style.“There’s a demographic that’s been talking about ‘traditional’ tennis outfits… I don’t do this for them though, they will never get it and I don’t want them to. I do this for the people that are like me”, she addressed on social media. “I don’t mind being the first to do something and getting trashed for it. This happened when I talked about mental health and for some reason it’s happening with my clothes. I’m literally Haitian, it’s in my blood to be this way—as long as the people after me have an easier path, it’s worth it.”Her fashion also reflects influences beyond tennis. Osaka has cited NBA icon Allen Iverson as an inspiration, particularly because of the way he helped reshape how basketball players expressed themselves through clothing.At the US Open, Osaka paid tribute to Iverson with a look featuring a grey hoodie, white skirt, armband and headband. She explained his influence simply:“He’s someone that I look up to a lot”, she told reporters at a press conference before the tournament. “He’s kind of done a lot in fashion, whether it’s on purpose or not, but he’s shifted the way that NBA players dress.”For Osaka, fashion has become more than a collection of striking outfits. It gives her control over how she presents herself, connects her sporting career with her heritage and creates memories for fans before a ball is even struck.Her influence now stretches across tennis, fashion and popular culture. Each entrance offers something different, but the message remains consistent: Osaka wants athletes to have room to be themselves, both on the court and beyond it.Get the latest Sports News and Live updates. Download the TOI app.