After Her Image Was Exploited, Coco Gauff Strikes Back With a Filipino Designer — and Their “Sampaguita Storm” Collection Becomes a Global Sensation.IH
Tennis sensation Coco Gauff has turned a painful chapter of image exploitation into a powerful statement of resilience and cultural celebration. In a stunning pivot, the 21-year-old U.S. Open champion has partnered with Manila-based Filipino designer Georgina Camus to launch the “Sampaguita Storm” collection – a vibrant, tennis-infused line that honors the Philippines’ national flower and has skyrocketed to global acclaim. What began as backlash over unauthorized use of Gauff’s likeness has blossomed into a sold-out sensation, blending athletic edge with floral elegance and proving once again that Gauff is as fierce off the court as she is on it.
The Spark: Exploitation and the Call for Accountability
The drama unfolded earlier this year when Gauff’s image was misused in a series of unauthorized merchandise designs circulating online and at pop-up shops. Fans spotted knockoff apparel featuring manipulated photos of the rising star – from distorted rally poses to lewd alterations – flooding social media and e-commerce sites without her consent. “It was invasive and disrespectful,” Gauff shared in a candid Instagram Live last month. “Seeing my hard work twisted into something exploitative hit hard, but it also lit a fire. I won’t let it define me – I’ll redefine it.” The incident echoed broader conversations in sports and fashion about athlete rights, with Gauff joining voices like Simone Biles in advocating for stricter digital protections.
The backlash was swift. Supporters rallied with #ProtectCoco and #AthleteOwnership, pressuring platforms to remove the offending items. But Gauff, ever the strategist, channeled the outrage into opportunity. Enter Georgina Camus, a rising star in Manila’s design scene known for her fusion of traditional Filipino motifs with modern athleisure. Camus, whose work has graced Vogue Philippines and collaborated with local artisans, reached out via direct message after seeing Gauff’s post. “I was heartbroken for her,” Camus told WWD. “As a Filipina creator, I’ve faced my own battles with cultural appropriation. This felt like a chance to collaborate authentically – turning pain into petals.”
“Sampaguita Storm”: A Collection Born of Strength
Launched just weeks ago at a intimate pop-up during New York Fashion Week’s tail end, the “Sampaguita Storm” collection draws its name from the sampaguita – the Philippines’ fragrant national flower symbolizing purity, strength, and resilience. Infused with tennis flair, the 12-piece line reimagines Gauff’s on-court aesthetic through a lens of empowerment. Think pleated skirts embroidered with delicate sampaguita blooms that “storm” across the fabric like baseline winners, moisture-wicking tanks with laser-cut floral vents for breathability, and headbands woven with subtle jasmine threads that nod to Gauff’s signature braids.
Gauff was hands-on from the start, consulting on silhouettes that blend her love for “femininity and masculinity” with Camus’s heritage-inspired details. “Georgina’s vision captured my spirit – fierce yet floral,” Gauff explained at the reveal event, where she debuted a custom corset top and matching skirt from the drop. Priced from $85 to $250, the collection sold out online in under 24 hours, with restocks announced for mid-December. Made in partnership with New Balance – Gauff’s longtime sponsor – it incorporates sustainable fabrics like recycled polyester and organic cotton, aligning with her eco-conscious ethos.
The collection’s breakout piece? A limited-edition bomber jacket dubbed the “Storm Ace,” featuring heat-pressed sampaguita appliqués that glow under blacklight – perfect for post-match parties or courtside cool. “It’s not just clothes; it’s armor,” Camus added. Early adopters include fellow WTA stars like Naomi Osaka and Emma Raducanu, who sported the headbands at recent exhibitions.
Global Sensation: Viral Vibes and Cultural Impact
The “Sampaguita Storm” has exploded beyond fashion circles, amassing over 5 million TikTok views in its first week alone. Hashtags #SampaguitaStorm and #CocoXGeorgina are trending worldwide, with users recreating Gauff’s runway walk in user-generated content. “From exploitation to this? Queen behavior,” one fan commented, racking up 200K likes. Sales have spiked 300% in Southeast Asia, introducing Filipino craftsmanship to a new audience and boosting Camus’s profile – her Instagram followers doubled overnight.
Critics hail it as a masterclass in “revenge dressing.” Vogue’s review called it “a fragrant rebellion against the trolls,” while Footwear News – where Gauff just snagged Style Influencer of the Year – praised its “seamless fusion of sport and soul.” The drop’s timing couldn’t be better: As Gauff preps for the 2026 Australian Open, wearing prototype pieces from the line, it’s clear this isn’t a one-off. Camus and Gauff have teased expansions, including accessories and a menswear capsule.
Why This Matters: Reclaiming Narrative in Sports Fashion
Gauff’s strike-back isn’t just personal – it’s a blueprint for young athletes navigating fame’s double-edged sword. By amplifying a Filipino voice like Camus’s, she’s spotlighting underrepresented designers in a industry dominated by Western luxury. “This collection is for every girl who’s been diminished,” Gauff said in her FNAA acceptance speech last night. “We bloom through the storm.”
As “Sampaguita Storm” storms shelves and social feeds, it’s a reminder: Exploitation may exploit, but icons like Gauff? They evolve. For more on the collection, shop updates, and Gauff’s 2026 tour prep, follow our fashion and tennis beats.
Keywords: Coco Gauff Sampaguita Storm collection, Coco Gauff Filipino designer collaboration, Georgina Camus fashion, tennis fashion 2025, athlete image exploitation, New Balance Coco Gauff, sustainable athleisure.
