![\"Courtney](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/10\/7d13577da8b7bafac1563234be162d2ed68a87c258a7cc869b5b8e0e6557c362.png\")
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October 22, 2026 \u2014 6:00pm<\/p>\n
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Remove items from your saved list<\/a> to add more.<\/p>\n No gift articles left<\/p>\n You’ve used all of your gift articles. 3 more will become available on the 1st of every month.<\/p>\n Close<\/p>\n AAA<\/p>\n It was Roger Federer who first described the Australian Open as the \u201chappy slam\u201d back in 2007 and nearly 20 years later, it\u2019s an association that\u2019s stuck, shading everything from the attitude of players on court to what people wear in the stands.<\/p>\n When discussing the distinct style of the AO, for instance, Tennis Australia chief commercial officer Cedric Cornelis, says that reputation can pose a challenge for fashion brands who partner with the AO.<\/p>\n \u201cIt\u2019s a big ask because it\u2019s a combination of playful and premium,\u201d Cornelis explains. \u201cWe\u2019re trying to constantly satisfy that wide spectrum of needs, and that\u2019s where a partner like Boss gets us into fashion and helps us elevate.\u201d<\/p>\n Certainly, if the new uniforms are anything to go by, the Australian Open means serious business about levelling up their fashion game.<\/p>\n Officially unveiled today, the uniform that will be worn by 4000 staff across the two-week event in 2027 is refined, functional and elegant.<\/p>\n Related Article \u201cWhat Tennis Australia has done in the past five to 10 years is really make it more than just tennis,\u201d says Matthew Keighran, managing director of Boss south-east Asia and the Pacific.<\/p>\n The German company has similar ambitions:\u201cOf course, we\u2019re very much in the fashion business, but we like to consider ourselves a lifestyle brand.\u201d<\/p>\n This isn\u2019t its first foray into sports \u2013 Boss enjoyed a 15-year-long relationship with the Davis Cup, partnered with the Aston Martin Aramco Formula 1 team in 2022 and currently counts tennis players Taylor Fritz and Matteo Berrettini as ambassadors \u2013 but it could become their most influential.<\/p>\n Boss follows Ralph Lauren as the official lifestyle outfitter, who led the dressing from 2020 and 2026, and tapped into its Americana lineage to build a visual world at the Open that was big on preppy style.<\/p>\n Known for sleek tailoring and suiting expertise, Boss couldn\u2019t be more different. Its Australian Open uniforms boast a minimal, sleek design and muted colour palette of beige, navy and grey with a tasteful flash of blue accents.<\/p>\n \u201cIt\u2019s an opportunity for us to show a new way forward, and that\u2019s perhaps using our expertise in performance fabrics, but also showing it in a way that\u2019s like modern tailoring,\u201d says Keighran of the uniform collection, which ranges from more casual looks including a polo, pleated performance skort, windbreaker jacket, and a navy pinstripe suit.<\/p>\n It\u2019s likely to be a winning formula with staff and spectators alike, according to stylist and KIIS Melbourne breakfast host Elliot Garnaut.<\/p>\n \u201cI love the simplicity, I can actually see it being worn away from the courts and looking very chic,\u201d Garnaut says. \u201cLess has genuinely been more.\u201d<\/p>\n The partnership will also include promotions at the tournament, including a two-storey retail space and on-court hospitality suite. \u201cThink of it like an Australian beach house, with a little bit of a European touch,\u201d teases Keighran.<\/p>\n \u201cIt\u2019s a great opportunity to showcase the brand in its entirety, but also an opportunity to show our take on what tennis could be.\u201d<\/p>\n Make the most of your health, relationships, fitness and nutrition with our Live Well newsletter. Get it in your inbox<\/a> every Monday.<\/p>\n Save<\/p>\n You have reached your maximum number of saved items.<\/p>\n![\"Boss](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/10\/cb608a8446560d29b0812997b2f244f9ed5fca5f.jpeg\")
Boss has unveiled the new Australian Open uniforms, set to be worn by the 4000 staff across the two-week event. Joe Armo<\/p>\n![\"Ball](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/10\/6092927b3cc08ff6c069cae15de1ae38a8405a1a.jpeg\")
<\/a><\/p>\n![\"The](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/10\/f6ebfb775a061ce9fc1c8b1250eef254c38014f9.jpeg\")
The 2027 Australian Open uniforms designed by Boss. Joe Armao![\"A](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/10\/02cbc9ca94dcff88545eb91a0833836fc24ee8f4.jpeg\")
A muted colour palette: Elements of the new AO uniform. Joe Armao<\/p>\n