It's tennis, after a fashion

Dominik Hrbaty's specially ventilated pink and blue shirt. Picture / Reuters

While thousands of tennis fans are tuning in to the televised action of the Australian Open, it seems it is not just the sport they are watching.

Fashion is dominating the court and New Zealand shops selling the brands worn by the players are reaping the benefits.

The black and blue "short shorts" that Slovakia's Daniela Hantuchova wore while playing America's Serena Williams are in hot demand, says Charlene Hiscock, a sales assistant at Auckland's Pro Tennis Ltd at the ASB Tennis Centre. The $69 price tag does nothing to deter sales.

The skimpy Nike dresses, nicknamed the "Nike Nighties", that Russian player Maria Sharapova and Serena Williams have worn in the tournament are also popular, she says.

"People will come in the next day saying, 'I want what Sharapova was wearing last night.' Everyone wants to keep up with the latest fashions and wear what all the stars are wearing."

Prices range from $99 to $119.

"They are very cute, very feminine. Much better than the plain, boring, white, standard designs."

Gone are the white-collared polo shirts and pleated skirts - colours like mint green, sky blue and lilac are in this season.

"Because Wimbledon has a strict all-white dress code, athletes are taking advantage of the Australian Open's casual clothing rules and wearing something cool and interesting," says Miss Hiscock.

Most players are restricted to wearing clothes designed by their sponsors, but that has not curbed their desire to look good.

London designer Stella McCartney teamed up with adidas to design a collection of tennis wear which was launched by Russian beauty Maria Kirilenko in her game against Lindsay Davenport.

She will continue to wear the colourful collection of tennis dresses, jumpsuits, tank tops and shorts beyond the Australian Open. Prices range from $70 to $350.

Russian Anna Kournikova also has a clothing range with adidas called Youth on the Court (YOC) that has been seen around the Australian Open on many young players.

However, women are not the only ones making fashion statements. Dominik Hrbaty from Slovakia was the brunt of many jokes after he sported a navy and pink T-shirt with holes in the back in his match against Nikolay Davydenko of Russia on Monday.

The top, made by Lotto, was designed for ventilation. A version will be on sale in New Zealand - minus the cooling slits - for $99.95.

Miss Hiscock said sweat bands and bandannas were selling fast and sleeveless tops were coming into fashion for the men.

"Nike have bought out heaps of shirts in lime green and sky blue for the boys."

However, males were not as colour co-coordinated as their female counterparts.

"Lleyton Hewitt was wearing a red and white shirt with navy blue shorts," said Miss Hiscock.

"But Roger Federer always gets it right by having the matching outfits and headband."

This year's fashions will not stick around for long, though, with top brands like adidas, Nike, Yonex and Lotto bringing out new ranges of garments every season.