SEASE Launches Natural Material Tennis Capsule Collection at Milan Men’s Fashion Week

Italian luxury lifestyle brand SEASE has unveiled its Tennis_kit capsule collection during Milan Men’s Fashion Week, marking a significant expansion into sport-inspired luxury apparel. The collection, presented with a pop-up installation at Antonia on Via Sant’Andrea 10 in Milan, represents the brand’s commitment to merging tennis culture with contemporary performance wear.

According to SEASE CEO and co-founder Franco Loro Piana, the Tennis_kit collection serves as “a proper extension for the brand,” drawing inspiration from the house’s longstanding connection to sport through its annual SEASE Tennis Cup in Portofino. The tournament, curated by brothers Franco and Giacomo Loro Piana, has become a signature event that celebrates the elegance and tradition associated with tennis.

Collection Features Sustainable Materials and Technical Design

The Tennis_kit collection is designed for both men and women, emphasizing natural and sustainable fabrics as core components of SEASE’s “Natural Performance” philosophy. Key materials featured throughout the line include merino wool, hemp, and linen, which are combined with technical elements to deliver functionality without compromising on comfort or style.

Signature SEASE textiles such as Solaro and pinstripe fabrics are reimagined for the tennis context, blending traditional tailoring influences with modern performance requirements. The collection includes technical details like stretch nylon components and laminated finishes that enhance durability and movement.

Product Range Spans Court and Club Wear

The capsule comprises multiple pieces designed to transition seamlessly from athletic activity to leisure settings. Notable items include:

• The Tennis Ellen Blazer in cotton and hemp blend priced at $1,900
• The reversible Tennis V-Vest featuring cotton, cashmere, and stretch nylon at $1,300
• The Tennis Polo Ellen in stretch nylon short sleeve design for $635
• The Tennis Belt Short with cotton-canapa and stretch nylon details at $905
• The Tennis Light Jacket for women in virgin wool, nylon Solaro laminated, and cotton-blend jersey at $1,450
• The Tennis Ellen Dress in cotton-hemp and nylon-cotton stretch for $1,150
• The Tennis Bucket Bag crafted from Solaro laminated material, Dyneema, and Italian leather at $2,000
• The Tennis Polo Neck in cotton linen and stretch nylon combination at $770

Additional offerings include the Tennis Seersucker Cap in cotton blend seersucker at $410, the Tennis 3D Knitted Hoodie in cotton and nylon full-zip design at $1,150, and the Tennis Cod-2 Cotton Blend Seersucker Swimsuit at $955.

Campaign Features Tennis Ambassador Feliciano López

The launch campaign for the Tennis_kit collection is fronted by SEASE ambassador Feliciano López, the former professional tennis player who now serves as Tournament Director of the Mutua Madrid Open and Davis Cup Final 8. Captured in Portofino, the campaign imagery highlights both the sporting performance aspects and lifestyle elements of the collection.

López’s involvement underscores SEASE’s aim to connect the collection to authentic tennis culture while promoting the versatility of the pieces for both on-court action and off-duty club moments. His current role in major tennis tournaments adds credibility to the brand’s sporting aspirations.

Design Philosophy Bridges Tradition and Innovation

SEASE describes the Tennis_kit collection as a “lifestyle tribute to tennis culture with no compromise on style and performance.” The brand positions tennis as a sport recognized for its elegance and tradition—values it states are “engraved in the brand Dna and evolved through a contemporary spirit.”

The collection reflects SEASE’s broader approach to sportswear, which seeks to redefine athletic apparel through a lens of modern performance while maintaining connections to heritage craftsmanship. By utilizing natural materials alongside technical innovations, the brand aims to offer garments suited for both the physical demands of tennis and the refined aesthetics associated with the sport’s club culture.

Market Position in Luxury Sportswear

With the Tennis_kit launch, SEASE enters the growing luxury sportswear segment where traditional fashion houses increasingly collaborate with or create lines inspired by athletic pursuits. The collection’s pricing places it firmly in the luxury market, with outerwear pieces exceeding $1,400 and accessories like the bucket bag reaching $2,000.

By focusing on natural materials such as merino wool, hemp, and linen—fibers known for their breathability, moisture-wicking properties, and sustainability—SEASE differentiates its approach from purely synthetic performance wear. The use of Solaro fabric, historically associated with summer tailoring for its heat-reflective properties, adds a technical heritage element to the tennis context.

The Tennis_kit collection is currently available for purchase through SEASE’s official channels, with the Milan Fashion Week presentation serving as the global launch point for the line. As the brand continues to develop its sports-inspired offerings, the success of this capsule may influence future expansions into other athletic categories while maintaining SEASE’s core identity as an Italian luxury lifestyle provider.

For ongoing coverage of luxury sportswear launches, athlete collaborations, and the intersection of high fashion with performance technology, readers are encouraged to follow Archysport’s dedicated sports lifestyle section.