Yonex

Fashion Focus: Orange ya glad fer Elena? I am!

elena-dementieva-aussie09a

Aussie Open 09’s Most Improved Award goes to Ms. Elena Dementieva, who’s languished in Yonex’s utilitarian and generic performance wear for a while now. The creatives seemed to find their stride late last year, first with the “denim” dress at the 2008 U.S. Open, and now this orange-heavy outfit for the first major of 2009.

elena-dementieva-aussie09d1

Mixing it up: What this dress lacks in color variation it makes up for in construction, detail, and fabrics. A keyhole breaks up the orange on the back of the v-neck top; and in the front, a fabric belt — it doesn’t quite cinch — aspired to give the outfit a more sophisticated look.

Scoreline: The fourth seed dashed Australian hopes by eliminating Sam Stosur in round three. She then took out fellow orange-wearer Dominika Cibulkova 6-2, 6-2 in the fourth round. She blew through Carla Suarez Navarro with the same score and will now face Serena in the semis.

Buy: This Yonex collection is not quite ready for sale. (Why aren’t these items ready in time for such a big debut? There’s an editorial brewing there…)

elena-dementieva-aussie09b

elena-dementieva-aussie09b

Fashion Focus: Elena Denimantieva

Yonex decided to flex its design muscle by using “denim” — printed on a moisture-wicking syntehtic — for its fall ‘08 collection, which debuted in time for the fashion-forward U.S. Open. They even opted for orange thread as contrast stitching, giving the pieces a more authentic and rugged look.

Elena Dementieva played in the separates at the Toray Pan Pacific Open in Tokyo, where she lost to Katarina Srebotnik in the quarters. Notice the knot on th front lefft tank strap.

And this Russian wore the halter version during her semifinal run in New York. (She’s had a pretty good summer, following her semi @ Wimbledon with a gold medal from Beijing and the semi in NYC.)


Yonex’s Beijing kit for Elena.

And here’s the men’s denim line. As far as I can tell, none of the major tennis retail outlets are carrying this line in America.