Her considerable beauty, charm and world-class tennis talents have earned Emma Raducanu a 2.1 million-strong Instagram following almost overnight, making her one of the hottest fashion influencers of the moment.
The question on everyone’s lips has been: which luxury brands will snap her up? Or indeed, which can afford to?
Thanks to a deal agreed some time ago, her on-court wardrobe is covered by Nike, and a deal inked shortly after her straight-sets win against Leylah Fernandez at the US Open in September ensures all the bling she wears is from Tiffany & Co.
The brand set to capitalise on the add-to-basket power of her off-court wardrobe has, however, been the subject of much speculation.
Turns out, the clue came at the world premiere of the James Bond No Time to Die film at the Royal Albert Hall last month, when the Bromley-born tennis sensation wore a shimmering one-shouldered Grecian gown from the Dior Cruise 2022 collection, designed by Maria Grazia Chiuri.
Dior has today confirmed that Raducanu is the new ambassador for Grazia Chiuri’s Dior womenswear collections, and also the new face of Dior skincare and make-up, overseen by Peter Philips.
For Dior — which has not disclosed the terms of the deal but most likely would have had to battle with Chanel (a brand she wore to this year’s Met Gala back) and Louis Vuitton (who signed a seven-figure deal with Naomi Osaka earlier this year) to snap her up — Raducanu’s poise, charm and global fan base hold obvious appeal. For Raducanu, it would seem that Grazia Chiuri’s feminist undercurrent swayed it. “Maria Grazia’s work empowers women to feel confident in the iconic Dior cut, which I feel is very unique,” Raducanu told British Vogue. “The sincerity of her approach and the way she turns shows into collective and meaningful events unquestionably influenced me in my choice.”
We look forward to seeing how Raducanu styles the brand’s greatest hits. Will she rock a Saddle Bag to her next press conference? Or perhaps a bar jacket to her next formal event? Certainly the micro minis and boxing-style silk co-ords from Dior’s SS22 collection recently shown in Paris feel particularly Raducanu-ready.