From Design to SW19: Paige Lorenze Offers a Behind-the-Scenes Glimpse at Her Custom Dress Inspired by the '60s for…

      “Frankly, I believe being a WAG is the least interesting aspect of who I am,” Paige Lorenze shares during our phone conversation. There has been a resurgence of conversations about WAGs—wives and girlfriends of athletes—especially since Victoria Beckham graced the covers of British tabloids in the early 2000s. Two decades later, the tennis court has become the fashion industry's main stage for analyzing WAG fashion choices, with Lorenze playing a significant role in that narrative. Although she draws attention from ESPN's cameras while sitting court-side, her influence reaches far beyond Tommy Paul's player's box. She is also carving out a name for herself as a fashion entrepreneur. “The more effort I invest into my brand, Dairy Boy, the more self-assured and authentic I've become as a person and a woman,” she says to Who What Wear. In 2023, Wimbledon showcased one of Lorenze's most talked-about outfits—a lime-green tweed minidress by Self-Portrait—but this year, she plans to elevate her appearance at the renowned tournament with a custom Dairy Boy creation. Collaborating closely with her newly appointed design director Maddie Pesavento and the New York-based atelier Mint Collaborative, Lorenze designed a handmade dress that is sure to be a topic of discussion at SW19 (the shorthand for Wimbledon used by tennis insiders). Continue reading for an exclusive look at the behind-the-scenes design process and our comprehensive interview with Lorenze.

      What inspired this custom look, and why is it particularly suited for Wimbledon?

      In the last six months, I’ve brought on a new design director at Dairy Boy, and we've dedicated ourselves to crafting a truly special collection launching at the end of August named the Evergreen Collection. The dresses within that collection are so stunning that I wanted to find a way to wear that silhouette to Wimbledon. While I will also wear Thom Browne and Burberry this week, I’ve always wanted to showcase my own brand and what I’m developing, especially as a woman there to support my boyfriend while also being a business owner. So we developed this entire vision connected to the collection. My inspiration comes from Wimbledon itself, its rich history, and the tradition of Wimbledon whites. The embroidery takes cues from a 1967 dress created by British designer Ted Tinling. These elements reflect my life as someone dating a tennis player and being a brand owner.

      Could you elaborate on how this exclusive look will be translated for your Dairy Boy customers in late August?

      Essentially, the Dairy Boy version will maintain the same silhouette and pattern but will be made in a different fabric. It will look quite similar. I anticipate it will be a fun “aha” moment for my community and customers, allowing them to feel like they own a piece of my Wimbledon look. It’s exciting to create an elevated version of Dairy Boy items. At Dairy Boy, it’s crucial to me that our products are of high quality yet still affordable. Making the dress accessible for every girl is a top priority, so I’m thrilled to present that dress and have people feel a sense of familiarity with it.

      What do you enjoy about attending Wimbledon?

      I really feel honored as a non-tennis player to attend these tournaments and gain insights that many people don’t see. My favorite aspect of Wimbledon is probably the incredible care and time they invest in even the landscaping and how visually pleasing it is. When I was walking around the other day, the whole area smelled like fresh linen. When Tommy and I first began dating, he shared how extraordinary Wimbledon is. Often, such hype can lead to disappointment, but it exceeded my expectations. I highly recommend it!

      Can you share your vision for the future of Dairy Boy and your plans for expansion?

      As I mentioned, we’re set to launch the Evergreen Collection, which I consider my proudest achievement thus far. It feels uniquely American, combining sporty, preppy, and outdoorsy elements that resonate with the brand. We believe that at this price point, what we’re offering is unprecedented. The launch of this core collection will be vital for the brand and the business. Until now, we used a drop model because we struggled to maintain inventory. We are now making a substantial investment into this core collection. The identity of our brand excites me, and I think it will grow significantly with a shoppable website. I’m eager to expand the brand's mission, which centers on good, simple pleasures and nostalgia with an American flair. The brand has experienced tremendous growth each year—remarkably—even without a shoppable website. There’s much more to come, and I believe our existing and new customers will be thrilled with this upcoming collection.

      What has been your best-selling item since the brand's launch, and why do you think it resonated so well?

      Our 100% cotton terry-cloth camo collection has been the most viral in terms of units sold. I’m incredibly thankful for that product, as it