Wimbledon is working with influencers to promote its clothing range for the first time in its 146-year history. In a break from tradition, the club has hired style influencers with hundreds of thousands of followers to appeal to a younger audience.
Melissa Holdbrook-Akposoe, better known as Melissa’s Wardrobe, who is the rapper Stormzy’s stylist, normally posts pictures of herself in Prada and Victoria Beckham. This week, the 32-year-old Londoner, who has 314,000 Instagram followers and is one of Britain’s biggest fashion influencers, posted a photo of an £85 Oxford shirt from Wimbledon’s new “semi-formal” collection.
