Southern Style on the Green: A Deep Dive into Masters Week Fashion
Southern Style on the Green: A Deep Dive into Masters Week Fashion
By Anna Grace Bowling — April 21, 2025
Nothing screams “spring” quite like a week spent at Augusta National. The 89th annual Masters Tournament took place from Mon, April 7 to Sunday, April 13, 2025, and patrons and players alike showed their passion for fashion among the pristine greens and giant oak trees.
From rye green to seersucker suits and straw hats, there is a certain dress code that is universally understood by all in attendance. The idea of “quiet luxury” is not just a Chanel crossbody or a pair of Hermés slides. Hats and jackets with a plethora of vintage pins collected from over the years and sweaters draped over shoulders to emphasize Southern charm and undeniable elegance show that these people really know The Masters.
There is a certain exclusivity behind purchasing merchandise with the iconic Masters logo on it because it is only sold on-site. In recent years, the Masters team has begun catering to younger audiences with trucker hats printed with well-known sayings from Augusta National, like “Pimento,” “Azalea,” and “Amen Corner,” to name a few.
The audience of Augusta National dresses for their fellow attendees’ gaze, even if the internet may not see it. Phones are not allowed on the grounds, and only digital cameras are permitted during the practice round.
“The key to fashion at The Masters is not necessarily clothes that you’d wear to play golf. Those outfits are great for other golf tournaments. For me, The Masters is more like the Kentucky Derby of golf, minus the hat and definitely minus the heels,” said Golf Channel’s Kira K. Dixon.
The Masters is the Coachella of the South—minus the booming sounds coming from stage right—so it is only appropriate that they are hosted during the same week every year. This year at The Masters, the Adidas Samba and New Balance 372 were said to be staples for many. Likewise, women rocked wide-brimmed straw hats and monochrome matching sets, emphasizing the fact that comfortable can still be chic.
“Wear something really cute that you wouldn’t normally wear, blow it out of the water. Wear the wide leg pants, wear the fun blazer, wear the fun print. This is Augusta National. Do it,” said Dixon.
As the azaleas bloom and the pimento cheese sandwiches are unwrapped, Augusta National becomes more than just a golf course—it transforms into a runway of refined Southern fashion. The Masters is where heritage meets high fashion, and tradition is stitched into every hem. Whether it's vintage pins on a linen blazer or a pair of designer sneakers, fashion at The Masters is a love letter to timeless elegance with a modern twist. There is one thing you can always count on: at The Masters, the looks are always as sharp as the swings.
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