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PHOTOGRAPHY BY REBECCA REID
We caught up with Lana Rush to discuss her remarkable journey from the tennis grand slam circuit, to the world of fashion marketing. Once a top 100 junior player, Lana has effortlessly transitioned into her role as Head of Marketing at Osprey London, a prestigious British heritage fashion brand.
Despite her professional shift, Lana’s passion for tennis endures, as she continues to play for her local club. Our conversation delved into the pressures of playing tennis competitively, female empowerment, personal identity, and finding inner confidence.
How big a role does tennis play in your life today?
Tennis was my first love. The sport taught me the importance of hard work, commitment, and accountability. These are qualities I highly value in my life today. Whether in a professional or personal setting, I am very aware of the variables around me and how I can best position myself to succeed. I think tennis is an incredible game, but it takes no prisoners – spending hours alone on one half of the court gave me the independence to come into my own. I feel incredibly grateful to have played the sport at a high level, and I strongly believe it is the reason my success off-court came so quickly.
What does it feel like walking out on court to face your opponent?
Funnily enough, I don’t think I’ve ever thought about that. When it came to walking out on court, there was never any consideration of my opponent. The focus was always on how I felt, and how I could best warm up/ start thinking positively to get off to a strong start.
Before going on court, do you often know everything about your opponent, name, age, nationality?
I definitely thought about this! From the moment the draw was released, I assessed my opponent’s strengths, weaknesses, injuries, and coaches. I actively worked with my coach to devise a strategy that would best play into my game. With all that preparation, there are very few times I remember walking out to face an opponent unprepared. Tennis is an individual sport, which makes you incredibly self-aware. This self-awareness is positive but also potentially dangerous because you can end up playing against yourself.
How did your transition from tennis to fashion marketing come about?
Fashion has always been at the forefront of my life, stemming from my mother’s career, and many people in the industry feel like family to me. As a result, fashion has always held a special place in my heart. I think the moment I realized I loved it was when I walked down the catwalk at London Fashion Week at six years old. Aside from that, there is something undeniably electric about fashion and sports; they are both fields people aspire towards, and their allure works remarkably well together. I was so captivated by this connection that I wrote my Master’s dissertation on it. These two worlds are something I completely adore, and being able to combine them one day would be a dream come true.
How has your background in tennis shaped your understanding of female power and strength?
For me, power and strength are purely mental, and it wasn’t until I retired that I truly understood that. Tennis is an individual sport. You’re alone for hours with nothing but your thoughts, that’s tough. Finding a way to win on a tennis court is about controlling the controllable, that is such a huge life lesson I’ve been able to apply in everything. At the top, everyone is strong. It’s the ability to unlock those attributes within yourself that truly separates you and ultimately drives success.
Can you share a moment from your tennis career that truly tested your endurance and self-belief?
My entire childhood was centred around tennis. There were no parties, school trips, or anything most would consider normal. Unlike many junior players, I stayed in full-time school, but juggling the difference between my school life and tennis life was something that lacked freedom. When you’re a teenager having those things taken away tested self-belief within your decision to be an athlete a lot. This ultimately showed up in my ability to compete at the same level consistently, because at times my heart wasn’t in it.
The women’s tennis community seems to be a supportive place. Did you find this to be the case?
Yes, absolutely! My best friends still play professionally, and we all came up together. It’s extremely competitive, but we share such an incredibly unique experience, travelling the world and playing the sport we love in these wonderfully weird settings. The bond we’ve created isn’t something I’ve found anywhere else.
What advice would you give to young girls looking to pursue professional tennis?
Do it for yourself, and have so much fun doing it!
Do you think fashion is important on the court for enhancing a player’s confidence? And do you think clothing can influence an on-court performance?
100%! Look good, feel good, play good – right? This is something that cannot be underplayed. Brands that create garments that make you feel comfortable, and really f***king great at the same time make a huge difference in your confidence when you’re giving your all in sport. The shift towards athleisure is incredibly empowering for women both on and off the court, seamlessly combining style and performance.
What lessons from your tennis career have you applied to your work in fashion marketing?
Honestly, resilience has been crucial for me. From a young age, I’ve faced intense criticism of my on-court performance and learned that when your coach is demanding, it’s because they care. Nothing in fashion compares to that intensity. At work, my founders often ask, “How are you always so calm?” That’s tennis. Each day in the office, I have a clear objective and a drive to succeed. Fostering a high-performance attitude in the workplace is something I prioritise in recruiting as well, luckily as a Head of Marketing, I have the opportunity to build my team. If you’re only here to punch the clock, that won’t work. I really look for individuals dedicated to continual improvement and making a meaningful impact. It’s hard work, but it’s also incredibly rewarding and enjoyable!
In what ways do you feel your career experiences have empowered you as a woman?
Building self-assurance has been a priority for me. I think having moved up so quickly within my professional career has been a huge confidence boost, but hasn’t come without its share of self-doubt. But it’s truly empowering to know that industry leaders trust my work and select my strategies to advance multi-million-pound businesses. I really enjoy a challenge and actively seek progression in everything I do.
How do you define strength and feminine power in your personal and professional life?
Confidence and individuality. Actually being yourself, and always pushing your own way of working and thought-provoking originality is something that will always set you apart. Feminine energy is my superpower, and always having positive affirmations is what helps me build that as a strength.
How do you believe fashion can be a tool for female empowerment?
I really appreciate the diversity of personal expression that fashion enables, coupled with the influence of social media in empowering women to explore what suits them and experiment with new styles.
Personally, I see my wardrobe as a reflection of the persona I choose each day. It transitions seamlessly from dressing for events and date nights with my fiancé to office attire. I embrace the versatility and the way each outfit can capture different emotions. Regarding your earlier question about the importance of fashion in sports, I believe a similar principle applies here. There are days when you might not feel “it”, but putting on a co-ord tailored set, paired with mules, an oversized tote, and statement jewellery, instantly creates a persona that you can embody for the day – that in itself is an incredible tool.
Do you have time to express your creativity outside of your work?
Yes! I’m actually planning my wedding at the moment – and having way too much fun. It combines elements of work that I love, such as event planning and, of course, fashion (THE DRESS), together with creating personal moments throughout our day to share with the people we love most.
Can you describe your own style identity?
Fashion-sporty-chic. I enjoy juxtaposing dressed-up styles with a prominent sporty flair. This season, my favourite wardrobe look is a tight vest, oversized blazer, jeans, trainers, and almost always topped off with a sleek bun. But I’m extremely guilty of having a very monochrome look, which I’m trying to move away from – and wearing Borgo de Nor’s prints definitely empowered me to move into that transition.
What do you love most about Borgo de Nor’s design aesthetic and how do you think Borgo de Nor embodies feminine power?
The prints! I wore the HS24 Poise Cotton Maxi Dress in Flower Pop Orange to Henley Regatta and had an overwhelming number of people compliment the look. Borgo de Nor is incredibly unique and all about dopamine dressing. The collections are full of modern heirlooms and artworks worth cherishing. Simply opening your wardrobe and seeing the burst of colour uplifts your mood, and experiencing small moments of joy like this can profoundly affect your everyday.
How would you describe the feeling you get from Borgo de Nor in three words?
Bold. Beautiful. Bright.
