2026 Australian Open draws record crowds as tournament doubles as fashion runway

MELBOURNE – The 2026 Australian Open has evolved into a major fashion destination, drawing record-breaking crowds to Melbourne Park through a strategic blend of elite sports and luxury branding.

Tennis Australia CEO Craig Tiley attributed the surge to a "festivalization" strategy designed to broaden the tournament's appeal. The approach has proven successful, with the event reporting an average of 100,000 attendees daily during its first five days.

High-end brands including Rolex, Louis Vuitton, and Polo Ralph Lauren have signed on as official partners. Other major labels, such as Gucci, Reebok, and Mecca, are also capitalizing on the event's popularity through specialized events and pop-up shops.

Spectators are reflecting this shift with increasingly sophisticated attire. Men are frequently seen in tailored shorts and loafers, while women have gravitated toward long dresses paired with sneakers.

The rise of the Australian Open as a style icon stands in stark contrast to the declining Spring Racing Carnival. The horse racing event, once a premier fashion fixture, recently reported a $20 million loss and no longer has any fashion sponsors.

Organizers noted that unlike the strict dress codes traditionally required at the races, the atmosphere at the tennis tournament is more inclusive. This relaxed environment allows fans more freedom to express their personal style while attending the matches.

The evolution of the Australian Open from a strictly sporting fixture into a multifaceted cultural and lifestyle phenomenon offers a seminal case study in modern commercial strategy. By pivoting away from a narrow focus on core tennis enthusiasts, organizers have effectively repositioned the Grand Slam as a premium "experiential destination"—a festival where the on-court action is merely one component of a broader value proposition.

At the heart of this transformation is a strategy of "deliberate inclusivity." By discarding the rigid sartorial mandates traditionally associated with heritage events and instead cultivating an accessible, "preppy" aesthetic, the tournament has successfully captured a wider demographic. This shift reflects a fundamental transition from event-based consumption to the "experience economy." Attendees are no longer merely spectators; they are active participants in a curated social ecosystem characterized by high-profile hospitality partnerships, such as Shake Shack, and a focus on lifestyle branding.

The contrast with the Spring Racing Carnival underscores a significant shift in cultural capital. The racing industry’s reliance on formal traditions and strict protocols is increasingly viewed as anachronistic by a modern public that prioritizes authenticity and ease of access. In contrast, the Australian Open has successfully balanced the tension between exclusivity and openness, offering a version of luxury that is aspirational yet unpretentious.

The migration of fashion and beauty brands toward Melbourne Park, often at the expense of traditional racing sponsorships, serves as a clear indicator of shifting commercial tailwinds. This model—leveraging lifestyle integration to maintain relevance and drive growth—now provides a definitive blueprint for global sporting assets navigating an increasingly competitive entertainment landscape.

While relaxed preppy fashion trends at high-profile events may indirectly influence the style choices of younger Vietnamese Americans who follow global trends, such movements have little direct bearing on the community’s social or economic realities. These aesthetic shifts do not fundamentally impact the core pillars of the diaspora—from the bustling nail salon industry and phở restaurants of Little Saigon to the vital flow of remittances or the broader social issues facing our community today.