SEASE Serves Timeless Style with a Tennis Twist at Milan Fashion Week
- Luxe magazine Switzerland
- Jun 24
- 2 min read
SEASE Serves Timeless Style with a Tennis Twist at Milan Fashion Week
With the debut of its Tennis_KIT capsule and a striking transformation of Portrait Milano, SEASE makes an elegant statement blending sport and style.
Milan, June 21, 2025 As Milan Fashion Week Men’s unfolds, Italian lifestyle brand SEASE steps confidently into the spotlight with the launch of its Tennis_KIT capsule collection an elegant tribute to the timeless spirit of tennis. The brand has converted the historic courtyard of Portrait Milano into a full-sized tennis court, creating an immersive urban tennis club in the heart of the city.
From June 21 to 23, this three-day experience coincides with a special pop-up at Antonia (Via Sant’Andrea 10), inviting guests into the world of SEASE: where refined tailoring meets athletic functionality.
“At SEASE, we celebrate a sport deeply rooted in tradition and elegance,” said Franco Loro Piana, CEO and co-founder. “Our Tennis_KIT is a natural extension of our philosophy merging performance, style, and lifestyle without compromise.”
A Capsule Born from Passion
The capsule finds its roots in the brand’s longstanding connection to the sport. The SEASE Tennis Cup in Portofino founded by brothers Franco and Giacomo Loro Piana reflects this passion for community, athleticism, and understated luxury. The collection translates that spirit into elevated courtwear, designed for both performance and leisure.
Fronting the campaign is Feliciano López, legendary player and current Tournament Director of the Mutua Madrid Open and Davis Cup Finals. Shot in Portofino between rally points and seaside dives, López perfectly embodies the grace and charisma that define SEASE’s aesthetic.
Tenniswear Reimagined
The Tennis_KIT capsule delivers versatile styles for both men and women, crafted from natural, sustainable materials such as merino wool, hemp, linen, and SEASE’s signature technical blends like Solaro and pinstripes. The collection includes three complete looks:
Pro Look – Performance-driven, in urban grey tones with Solaro sheen and a reversible pinstriped gilet.
Club Look A nod to British tradition with refined all-white pieces, including belted shorts, blazers, and pleated dresses for women.
Resort Look Inspired by clay courts and coastal ease, pairing breathable linens with ocean-toned seersucker.
Each look is complemented by accessories such as Dyneema®-reinforced racket bags, tennis caps, and plush towels merging high-tech function with artisanal Italian craftsmanship.
A Brand to Watch
Founded in 2018, SEASE continues to establish itself as a leading name in modern luxury lifestyle, with a growing presence across Milan, Paris, Geneva, Dubai, and exclusive seasonal destinations like St. Moritz, Gstaad, and Courchevel.
With the Tennis_KIT, SEASE not only celebrates its love for the sport but also reaffirms its mission: to redefine elegance through purpose-driven design that transitions effortlessly between city and nature.
The capsule is now available at the Antonia pop-up, SEASE flagship boutiques, and online at sease.it.
HOLDENER PATRICIA
Editor In Chief
Luxe Magazine Switzerland
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