Serving in Style at the U.S. Open

NEW YORK — Tennis players have gone glam this year at the U.S. Open, from beauty makeovers before they hit a ball to platinum and diamond earrings.

Players such as Maria Sharapova and Roger Federer are scrutinized for their style both on and off the court. And the top U.S. tournament has become something of a red carpet, where fashions and trends are noticed and copied. Sharapova’s Nike dress already is being sold at retail and has so far been a hot item in the company’s shop at the USTA National Tennis Center here and in stores around the country.

“Tennis players are now becoming their own brand,” said Joel Warren, co-owner of Warren Tricomi, who, for the first time, is operating a salon for players on-site. “Creating a brand has a lot to do with their clothes, jewelry, hair and makeup.”

While apparel looks at the U.S. Open have been relatively subdued, beauty and accessories have gained in importance for female players. Jewelry, in particular, has taken center stage. Serena Williams’ $30,000 Erica Courtney platinum and diamond earrings marked a new level of accessorizing on the court, although one of the earrings fell off during her first match wearing them and she eventually took off the other one. Venus Williams, who defeated her sister in a quarter-final match, also has been wrapped up in necklaces and dangling earrings, and other players have piled on the jewels.

Jewelry designer Courtney said in an interview that “tennis was a different venue” for her, and her exposure at the U.S. Open provides a new pool of potential customers.

“It brings a higher level of glamour to the court,” she said.

While the changes in hair and make-up might be subtle to fans, players have been more coiffed than usual with the crew from the Warren Tricomi salon and Laura Mercier cosmetics providing free behind-the-scenes primping.

“They can’t jeopardize their game for a look, but they can incorporate their look into their game,” said Warren, who has used products with extra hold, such as Warren Tricomi Spiking Glue, to create practical hairstyles. The company has been making over as many as 40 to 50 players a day in its salon in Arthur Ashe Stadium.

While jewelry and beauty have stepped forward, apparel on the court has been low-key, although color continues to be a strong trend. Justine Henin-Hardenne, who is known for her conservative style, wore flashy red looks from her sponsor, Adidas. Russian Elena Dementieva has played in a bright orange number, while Sharapova has sported tight-fitting Nike dresses in blue and white. Belgian Kim Clijsters, staging a comeback, has opted for low-key looks, mostly white tops and blue skirts, from her sponsor, Fila, while Mary Pierce has been wearing primarily white, loose-fitting court styles.

Linda Mulcair, tennis apparel buyer at Paragon Sports, said she welcomed the new glamour looks and has liked what she has seen.

“Before, women tennis players were seen as jocks,” she said. “Now they are also very feminine and are stylish. It’s a great way to keep younger women interested in the sport.”

Brad Singer, national sales manager at Tail, the tennis line, said, “The ready-to-wear market has definitely had more influence on styles in the tennis market. Younger customers are coming in now and demanding more fashion.”

Singer praised Venus Williams’ lilac dress with metallic embroidery, reflecting current fashion trends. He noted that his company is using more metallic fabrics and Lurex to create more fashion-forward products.

With all the glitzy touches at the tournament, can we expect to see more women sporting pricy chandelier earrings on the court?

“Women will wear little diamond studs and tennis bracelets when they play,” Mulcair said. “But when it comes to big jewelry and earrings, as a player, you need to be very focused to wear those types of things.”