“By Jove! Won’t Federer be too hot in that uniform?” was the remark from one mortified spectator at Wimbledon this year who gently fanned herself to ward off the heat stifling Roger Federer’s 2009 debut match at Wimbledon. Strutting onto Centre Court looking like he was a member of The Beatles, Federer set off gasps and wows before he had evenhit his first ball.

Since it began in 1877, Wimbledon has always manifested itself as a competition for the elite, a game for the higher classes and the very essence of elegance and Englishness. In more recent years the yearning to outdo an opponent aesthetically has become increasingly visible and the tournament’s “fashion statements” this year are so dramatic and prevalent that for many it has “vulgarized” the game.

Leggy Russian beauty Maria Sharapova may have won the adoration of the crowd for her stunning looks but her “tennis tuxedo” – a polite name for an oversized bib – gained the scorn of her opponent, fellow Russian Alla Kudryavtseva.

“I don’t like her outfit,” said Kudryavtseva. “Can I put it this way? It is one of my motivations to beat her.”

So what is the motivation behind the desire of these world-class players to express themselves via their choice of attire?

In the early days of women’s tennis, players dressed in ankle-length dresses, thick stockings and clunky sneakers. Eventually, however, the sport turned into a show for glitzy garb and an excuse for those with to-die-for bodies to wear the skimpiest of clothing.

According to tennis trainer Hugh Patel, Wimbledon is all about getting the audience on your side, and appearance can apparently manipulate “crowd control.”

“Look at the ‘sexier’ tennis stars,” said Patel. “From Fred Perry and Rene Lacoste in the 1920s and 1930s, to Federer, Sharapova and the William’s sisters today, they have earned the wonderment from fans and it is not all to do with how they play tennis. Fashion is everything in this sport, especially at Wimbledon.”

The Williams sisters seem to be as dynamic in their taste of fashion as they are at playing tennis. This year younger sister Serena took “warming up” to a new level by sporting a modish trench coat under an unusually blue Wimbledon sky. Four-time champion Venus, meanwhile, has used Wimbledon as an opportunity to advertise her own brand of clothing, donning a twist-front dress which would be more at home in the Hippodrome or Hacienda than at Centre Court.

While some believe Wimbledon’s gradual progression toward becoming a “show for fashion lovers” has demeaned the sport, removed its elite roots and popularized it for the masses, others see it as a fascinating expression of individuality within sportsmanship, taking Wimbledon into the 21st century and placing a new emphasis on the game.

Five-time champion Federer seems as intent and excited about wowing the crowd with his clothes as he does about the prospect of winning a record-breaking 15th Grand Slam title. Like a schoolboy who had just bagged his first French kiss, Federer elatedly spoke of his choice of clothing after his first-game triumph in the post match press conference.

“Everybody was talking about it in the locker room!” he exclaimed. “People were saying ‘Wow looks great!’”

Not everybody, however, is quite as excited about Federer’s military suit, dazzling white waistcoat and gold-rimmed trainers and racket bag stamped with an insignia “RF.” Paul Hemmingway has been a spectator at Wimbledon for the last 15 years, and believes the likes of Federer and the Williams sisters are evident of society’s current obsession with celebrities, and the fashion that accompanies this culture surpassing the actual playing of sports such as tennis and football.

“Federer is doing to tennis what Beckham did to football,” Hemmingway said. “In becoming ‘brands’ as a way of generating money, it outshines their actual talent. Federer is one of the most talented players tennis has ever seen; he doesn’t need all these ostentatious accessories to prove himself.”

Tom from Rotherham, on the other hand, believes today’s sports stars are right to cash in while they can.

“Tennis players have relatively short careers,” Tom said. “They should take advantage and make the most of what is offered to them on a plate. Federer looks fantastic and looks like he’s ready to really kick ass at Wimbledon. Good for him.”

Wimbledon is considered to be the pinnacle of tennis tournaments because of the prosperity, traditions and archetypal Englishness that surrounds this much-loved annual event. Because of its exclusiveness and the fact it is located in the heart of one of the world’s most prevailing fashion capitals, Wimbledon’s move toward haute couture has become more acceptable than it might have in other locales.

And the reality is that whether we like it or not, tennis has influenced fashion. Since 1920s champion and style icon Suzanne Lenglen changed the game with her revolutionary outfits, tennis has never looked back. Judging by Roger Federer’s sensational start to Wimbledon this year, his efforts at becoming a fashion icon has not jeopardized his tennis talents – and certainly not his ability to wow the audience at the All England Club.

Gabrielle Pickard for RT