{"id":2106390,"date":"2026-10-04T01:43:58","date_gmt":"2026-10-03T23:43:58","guid":{"rendered":"https:\/\/www.luxsure.fr\/?p=2106390"},"modified":"2026-10-04T10:15:51","modified_gmt":"2026-10-04T08:15:51","slug":"boss-laver-cup-london-tailoring","status":"publish","type":"post","link":"https:\/\/www.luxsure.fr\/en\/2026\/10\/04\/boss-laver-cup-london-tailoring\/","title":{"rendered":"BOSS dresses the Laver Cup: tailoring takes to the court"},"content":{"rendered":"\n

Tennis has always had its dress codes, but the Laver Cup was built on the idea of a more theatrical tournament, closer to spectacle than to competition alone. This is the ground BOSS has chosen to enter, as Official Ceremonial Dress Partner of the tournament\u2019s London edition. The very title of the partnership, Ceremonial Dress rather than mere kit supplier, says much about the nature of the agreement: it is not about dressing the sporting performance itself, but everything around it, from the official photographs to public appearances.<\/p>\n\n\n\n

For the occasion, the German brand rolled out an entire week of activations combining tennis, style and culture, between its Regent Street flagship and The O2. The programme included an intimate in-store conversation with Taylor Fritz and Patrick Rafter, an official photo shoot with the team, an opening evening, then three days of competition at The O2.<\/p>\n\n\n\n

This in-store conversation, bringing together a player still active and a more established figure of tennis, reproduces on a small scale the very principle of the Laver Cup: letting generations talk to one another rather than setting them against each other. Taylor Fritz and Patrick Rafter each embody a different relationship to the ceremonial garment that BOSS seeks precisely to stage.<\/p>\n\n\n\n

The visual high point of the week remains the official team photograph, taken on 23 September at The Old Royal Naval College, an emblematic London venue, where Team World and Team Europe gathered for one of the most recognisable images of the event. Taylor Fritz, Learner Tien, Francisco Cer\u00fandolo, Jakub Men\u0161\u00edk, Arthur Fery, Ignacio Buse and Rafael J\u00f3dar all appear dressed in BOSS, a way for the brand to make its tailoring expertise one of the key elements of this collective image.<\/p>\n\n\n\n

The choice of venue is probably not neutral: posing seven players from different countries in a setting as quintessentially London as The Old Royal Naval College anchors the Laver Cup, for the length of a photograph, in a strong British identity, even though the competition itself aims to be resolutely international, pitting a European selection against a selection from the rest of the world.<\/p>\n\n\n\n

This choice to associate suit and tennis court is far from trivial for a house whose identity has historically been built on city clothing. The Laver Cup, with its openly ceremonial dimension (teams, historic captains, an almost theatrical staging of the continent-against-continent rivalry), offers a natural ground for this meeting of suit and sport.<\/p>\n\n\n\n

It remains to be seen whether this association, renewed from year to year, will manage to take its place in the tournament\u2019s memory alongside its sporting rivalries, or whether it will remain, for the general public, an elegant backdrop to contests that are played in match kit. What sets this kind of partnership apart from conventional sponsorships, however, is precisely the absence of competition clothing as such: BOSS does not dress the players while they play, but before and after, in the moments when tennis becomes a social event as much as a sporting one.<\/p>\n\n\n\n

This shift from the court to protocol is no default choice: it corresponds to what the Laver Cup has always sought to be since its creation, a hybrid format between serious competition and society gathering, where the players\u2019 appearance off court counts almost as much as their ranking.<\/p>\n\n\n\n

\n
\"\"
Original Digital Capture<\/figcaption><\/figure>\n\n\n\n

<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Tennis has always had its dress codes, but the Laver Cup was built on the idea of a more theatrical tournament, closer to spectacle than to competition alone. This is the ground BOSS has chosen to enter, as Official Ceremonial Dress Partner of the tournament\u2019s London edition.<\/p>\n","protected":false},"author":214,"featured_media":2093924,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[52709,80687,30776],"tags":[],"class_list":["post-2106390","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode-luxsure-en","category-fashion","category-mode-en"],"_links":{"self":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts\/2106390","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/users\/214"}],"replies":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/comments?post=2106390"}],"version-history":[{"count":0,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts\/2106390\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/media\/2093924"}],"wp:attachment":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/media?parent=2106390"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/categories?post=2106390"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/tags?post=2106390"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}