Wimbledon has begun, and the battle isn't only on centre court, but also in the tournament's style stakes.
Yesterday Serena Williams set the bar high, taking to the court in a white belted trench coat, that even she admitted wasn't designed for its sporting practicality.
Speaking at a press conference she explained, 'it's ladylike and I'm very ladylike. It goes perfect with my personality and everything else.'
She isn't alone in taking a style statement onto the court. Maria Sharapova will make a subtle nod to England's tailoring tradition, by sporting a custom-made Nike white tuxedo, in which she will warm up.
She will then change into a short suit, with tuxedo bib front for games, all designed with upmost attention to performance.
Buts it's not only the girls vying for style attention.
Roger Federer sported a look reminiscent of traidional 1920s tennis wear, in a cream cardigan and white leather bag.
If you are a fan of Serena, Maria or Roger's style, then for the first time all of the player's individual outfits, designed by Nike, will be available to buy to the public. They can be bought from a pop-up store on site at the tournament, at NikeTown Oxford Circus, or online at www.nikestore.com.