The Evolution of WNBA Style: From Restriction to Self-Expression
The WNBA has undergone a dramatic transformation in terms of fashion and self-expression, evolving from a league that once restricted players’ attire to one where style is a key component of player identity. This shift has not only redefined how players present themselves but also reshaped the public perception of the league itself.
A New Era of Fashion Collaboration
One of the most significant developments in recent years has been the partnership between the WNBA and Coach, an American fashion house. This collaboration marks a milestone for both the brand and the league, as it represents a deepening relationship between professional athletes and the fashion industry. The partnership was announced just a month before the 2025 season, signaling a new era of fashion integration within the league.
This collaboration has allowed players to showcase their personal style while also aligning with a well-known brand. Players like Paige Bueckers have been seen wearing Coach’s signature pieces, such as shimmering pantsuits on the orange carpet during the 2025 WNBA Draft. These moments highlight how fashion has become a central part of the WNBA experience, both on and off the court.
The Rise of Tunnel Fits
Another defining aspect of this fashion evolution is the emergence of “tunnel fits.” These are the outfits worn by players as they walk from the locker room to the court, turning the walkway into a runway for self-expression. Unlike traditional athleisure or business casual looks, tunnel fits are designed to stand out—featuring bold choices such as leather suits, Louis Vuitton T-shirts, and dresses with high thigh slits.
These outfits have become so popular that teams now post them on official social media channels, delighting fans who eagerly follow each player’s unique style. The Instagram account LeagueFits, which focuses on both the NBA and WNBA, has amassed over a million followers, showing how much interest there is in these fashion moments.
From Feminine Imagery to Personal Expression
In the early days of the WNBA, players were often presented in a very specific, feminine way. Skirts, dresses, heels, and makeup were common, and players were encouraged to appear more traditionally feminine. This approach was intended to appeal to a broad audience, but it limited the players’ ability to express their true selves.
Michelle Smith, a senior writer at The Next Hoops, recalls that in the first few years of the league, players were largely invisible outside of the basketball context. There were no opportunities to showcase their personal style or individuality beyond the court. However, as the league grew, so did the players’ desire to express themselves.
Breaking Barriers and Defying Rules
Back in 1997, when the WNBA began its inaugural season, there were strict rules about what players could wear. For example, jeans were considered too casual and were banned. Players like Ticha Penicheiro, a four-time WNBA All-Star, remember fighting against these restrictions. She recalls that the league wanted players to dress professionally, even on flights, and that some players were fined for wearing ripped jeans.
“‘You don’t pay us enough to determine that we cannot wear jeans,’ she said. ‘It was ridiculous. I remember that everybody was like, ‘No, we’re putting our foot down.’”
These early struggles paved the way for future generations of players who would push the boundaries of fashion and self-expression.
The Influence of Social Media and Celebrity Endorsements
Social media has played a crucial role in the WNBA’s fashion evolution. Platforms like Instagram have given players a space to share their personal style and connect with fans. As a result, many players have become fashion icons in their own right.
Caitlin Clark, for instance, has been seen wearing Miu Miu bandana tops, while Skylar Diggins has been photographed in Thom Browne. These moments have helped elevate the visibility of WNBA players and their fashion choices.
Additionally, the league has seen an increase in celebrity endorsements. Players like Brittney Griner, who wore a tailored off-white suit and white Converse at the 2013 draft, have become symbols of individuality and self-expression. Griner’s look was a departure from the traditional feminine imagery of the past, and it marked a turning point for the league.
Challenges and Limitations
Despite the progress, there are still challenges that players face when it comes to fashion. Stylists are rare, and finding clothes that fit tall, athletic builds can be difficult. Amadi Brooks, a stylist who has worked with players like A’ja Wilson and Sydney Colson, notes that fashion isn’t always made for women who are 6-foot-5 with size 11 feet.
Moreover, not all players receive the same level of attention. While some, like Paige Bueckers, are featured in major campaigns, others may not get the same recognition. Courtney Mays, a stylist behind Sue Bird and Breanna Stewart, points out that there is a focus on players who present in a more feminine way, and that the diversity of the WNBA is sometimes overlooked.
The Impact on Fan Engagement
Fashion has also had a significant impact on fan engagement. As women’s sports gain more attention, the WNBA has found that style plays a key role in attracting and retaining fans. Players who stand out in their fashion choices often generate more buzz, even if fans aren’t familiar with their basketball skills.
Leah Asmelash, a journalist covering the WNBA, notes that “the players are a brand” and that “the tunnel fits are super important these days. It’s almost more important than your free throw percentage.”
This shift has helped the league grow, with record-setting viewership and increased interest from fans. As the WNBA continues to evolve, it seems clear that fashion will remain a vital part of its identity.
