Italian house SEASE has launched its new capsule titled “ Tennis_kit” during Milan Fashion Week Men’s, unveiling the collection with a pop-up installation at Antonia, Via Sant’Andrea 10.
The Tennis_kit collection is a tribute to the culture of tennis, merging traditional sartorial influences with modern performance.
According to SEASE CEO and co-founder Franco Loro Piana, the aim of the collection was to combine the signature materials and aesthetic of the house with the tennis lifestyle, describing it as “a proper extension for the brand”.
SEASE has long maintained a connection to sport through its annual SEASE Tennis Cup in Portofino, curated by brothers Franco and Giacomo Loro Piana. That spirit of connection and celebration inspired the new capsule, which blends technical performance, refined design, and durability.
The campaign is fronted by SEASE ambassador and former tennis champion Feliciano López.
Captured in Portofino, the campaign highlights both the sporting and lifestyle aspects of the collection. López, who now serves as Tournament Director of the Mutua Madrid Open and Davis Cup Final 8, represents the elegance and versatility that SEASE promotes.
The Tennis_kit collection is designed for both men and women, using natural and sustainable fabrics such as merino wool, hemp, and linen.
Key features include the use of Solaro and pinstripe textiles, merging traditional tailoring with functionality. Accessories such as tennis bags crafted from Dyneema and Italian leather complement the line.
The capsule includes three core looks. The Pro look is designed for hard courts with grey tones and Solaro fabric, featuring a reversible pinstripe vest. The Club look, inspired by British grass courts, features classic whites and hemp shorts, with a women’s version that includes a pleated skirt and hybrid jacket. The Resort look is aimed at those alternating between tennis and leisure by the sea, combining linen-cotton with nylon inserts for comfort in warm climates.
The launch event transformed Portrait Milano’s square into a functioning tennis club, hosting matches, challenges, and live music.
