With the spotlight on today's tennis champs, players' style is getting as much attention as their game play.
Wristbands and rhinestones are now among a slew of accessories that dictate fashion on and off the court.
"It's an on-court runway," said Dana Mason, a buyer for Mason's Tennis Mart, a Manhattan, N.Y., staple for tennis enthusiasts for 31 years.
Mason cites bright colors and accessories as biggies this year. "Every season, the collections are specific."
Basic tennis whites just don't cut it anymore, she said. "Tennis is really hot right now."
Third-seeded Maria Sharapova shows off a lavender tennis dress this year, refusing to alter her daytime wardrobe, according to Mason -- because she's superstitious.
For night games, the 19-year-old Russian debuted a little black number adorned with tiny Swarovski crystals.
"The whole inspiration for the night dress was Audrey Hepburn," Sharapova told reporters at an afternoon news conference.
Noting her fondness for Hepburn's classic style in "Breakfast at Tiffany's," Sharapova said she was inspired by the actress' style.
"It's classy. It's elegant," she said. "I love the neck of [the dress]. That was kind of my input towards the design, all the crystals and everything. It's one of my favorite dresses that I've ever worn."
Sharapova, who's focused on fashion nearly as much as she is on her forehand, has worked with Nike for years to personalize her look on the court.
"I love clothes-designing with them and giving them my ideas into what I want to wear," she told ABCNEWS.com. "Everyone wants to feel confident and feel good about what they're wearing. Little girls, you know, women, anyone."
Tennis has recruited some fans based on fashion alone, who have taken the on-court look to the streets.
"Innovations in both styles and textiles have been born in tennis and subsequently adapted for everyday city wear," said Diane Poirier, author of "Tennis Fashion."
"A perfect example is a staple of today -- the polo by Rene Lacoste!"
Mason said some people come into her tennis store looking for everyday wear, pairing pleated skirts and minidresses with hoop earrings and heels for a night out.
Young fans also are collecting the looks of the pros.
"They don't even look at the price," Mason said. "All the young boys want [Rafael] Nadal's capris. They're cool, funky. Kids are crazy for him."
Alexis Chang, a tennis specialist for NikeTown in New York City, said men, women and children have also requested the large bandanas worn by Swiss superstar Roger Federer and Spain's Nadal, the Top 2 seeds.
The must-haves du jour are Sharapova's dresses and Serena Williams' suits, Chang added.
Williams, a former two-time U.S. Open champ, also pitches her own ideas for new looks, taking a front seat in the design process.
"We need to keep the silhouettes really simple, and just have the fabric and the patterns do all the talking," she said of the purple, Asian-inspired dress she's wearing this year. "So, yeah, I liked it a lot."
Williams' enthusiasm for fashion has many analysts worried that the unseeded American's passion for tennis has waned as a result.
She denies such claims.