The spotlight on WNBA players is shining brighter than ever this summer, as their fashion choices gain increasing attention. From the record-breaking 3.44 million viewers for the WNBA All-Star Weekend in Phoenix to high-fashion tunnel walks and Team USA’s arrival at the Paris Olympics, players are making a stylish impact. Major fashion brands like Prada and Balmain are taking note.
This shift in the fashion landscape is largely driven by a new group of stylists who have transitioned into roles facilitating luxury brand partnerships for WNBA players. Victoria Jacobi, a basketball branding specialist and stylist, highlights the growing interest from brands. Jacobi, who has worked with both the NBA and WNBA, says brands are now eager to see what players will do with their products. “They care about their product being in these girls’ hands,” Jacobi notes. This increased interest followed the 2024 draft, with PR agencies regularly reaching out without immediate expectations for formal collaborations.
Among the players making waves is Cameron Brink, who joined the Los Angeles Sparks this spring. Brink made a notable fashion statement in a two-tone Balmain gown styled by Mary Gonsalves Kinney. Kinney, who began working with Brink during her college days at Stanford, recalls the early challenges in convincing brands to work with her. “In the beginning, Brink didn’t see her potential in the fashion world,” Kinney says. Despite initial resistance, Brink’s rising fame and talent on the court led to increased interest from luxury designers. “We had about 10 different luxury designers waiting to dress her,” Kinney adds.
Jacobi emphasizes that successful fashion integration in the WNBA relies on authentic relationships. Luxury brands seek genuine connections rather than purely transactional interactions. Social media presence also plays a crucial role in attracting brand partnerships. “When brands see a player’s following, it’s the first thing they notice,” Jacobi explains. Some brands prefer less-known figures to avoid oversaturation, ensuring they remain the primary fashion partner for the athlete.
Veteran stylist Courtney Mays, who has worked with stars like Sue Bird and Breanna Stewart, underscores the importance of building relationships with brands. “I’m not just styling athletes; I’m connecting them with business opportunities in fashion,” Mays says. Despite working with prominent players, Mays still faces challenges in securing luxury looks. “I have to prove myself by the brands I can bring to a client,” she notes.
The intersection of sports and luxury fashion is growing, with high-profile collaborations like Lewis Hamilton’s Dior capsule collection and limited-edition Olympic-themed offerings. Mays acknowledges that while the appeal of athletes as marketing tools lies in their diversity and relatability, the fashion industry still has work to do in embracing the WNBA fully. “The fashion world is still apprehensive because they don’t fully understand sports,” Mays says. “We need to recognize and address this gap.”
Jacobi agrees, emphasizing that stylists play a key role in bridging this gap. “Stylists who understand both fashion and basketball can create cohesive and unique looks for players,” she adds. Kinney, who admits to knowing little about basketball, focuses on ensuring players look their best and make an impact through their fashion choices.
Brands are increasingly investing in understanding the WNBA and its players. Jacobi recalls brands reaching out, seeking guidance on which players would best align with their image.
New Balance, Glossier, and Skims are among the latest brands to sign deals with WNBA players. Mays notes that while brands are serious about these partnerships, there is still progress to be made in representing the league’s diversity. “We need brands to work directly with experienced stylists who understand what authentic representation means,” Mays says.
The future looks promising for the WNBA’s style evolution. Fanatics, a sports apparel brand, reported a 1000 percent surge in merchandise sales, with rising stars like Caitlin Clark and Angel Reese leading the way. Jacobi, who recently styled Hailey Van Lith at the WNBA All-Star Weekend, emphasizes the importance of personal style. “I always ensure that what they wear is something they love and feel comfortable in,” Jacobi says.
Looking ahead, Paige Bueckers from UConn is a standout candidate for the 2025 draft class. Jacobi praises Bueckers’ elevated sporty chic style and anticipates exciting collaborations in the future. “I’m excited to see her in something unique because it’s always a collaborative effort,” Jacobi concludes.
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