Italian luxury fashion house Gucci has announced a partnership with the world’s top-ranked tennis player Aryna Sabalenka. The athlete officially joined Gucci as the brand’s ambassador, according to the fashion house’s social media.
«Welcome to the Gucci family, Aryna,» the caption read.
In her debut video, Sabalenka appears in an unusual look for her — on a tennis court, not in a tracksuit, but in a sharp designer outfit. The advertising campaign quickly drew attention from both tennis fans and representatives of the fashion industry.
The attire Sabalenka wore — Primadonna — was designed by Georgian designer Demna Gvasalia and came from a collection presented in September 2025.
Notably, Gvasalia was appointed creative director of Gucci and has already outlined a new, more daring direction for the brand’s development.
Previously, Kursiv LifeStyle reported that in November 2025, Gucci, Louis Vuitton and Prada dominated the 2025 brand rankings and were named the most popular brands of the year.
