Italy is in shock after Anna Wintour, the world’s most powerful journalist and editor-in-chief of Vogue USA, made an unprecedented move. For the first time, an Italian star, tennis player Jannik Sinner, was approached with an offer of $10 million to pose on the cover of Vogue and promote the brand, after Wintour witnessed his extraordinary performance at the US Open. The news sparked a wave of national pride, but Sinner’s response left everyone, including Wintour, speechless.
The episode began when Wintour, known for her unerring eye for talent, closely followed Sinner’s victory at the 2025 US Open. Impressed by the determination and charisma of the 23-year-old athlete, originally from San Candido, she decided to offer him a dream contract: $10 million to appear on the cover of Vogue and become the face of a global advertising campaign. “He is a unique talent, and Italy should be proud,” Wintour said in a brief comment.
However, Jannik Sinner’s response defied expectations. With just five words—”I will accept because it’s an honor”—he accepted the offer, but added a condition that surprised even the legendary editor. Sinner asked for an additional 3% of the profits generated by his collaboration with Vogue , with the intention of donating them to Italian schools in disadvantaged areas. “I want more children to be able to go to school and have a better future,” the champion explained, demonstrating a social commitment that moved his fans.
Sinner’s request left Wintour speechless, but unable to refuse. Sources close to Condé Nast reveal that the deal was signed with enthusiasm, with Wintour praising the tennis player’s generosity. “His humility and vision are extraordinary,” she said. Sinner’s image on the cover of Vogue , scheduled for the November 2025 issue, promises to be a historic event, not only for fashion but also for charity.
All of Italy is celebrating this moment of national pride, with social media flooded with hashtags like #SinnerForVogue and #OrgoglioItaliano. Meanwhile, the schools benefiting from Sinner’s initiative are already planning how to use the funds, while the worlds of fashion and sports are watching with admiration. This exchange between Wintour and Sinner is not just a business deal, but a symbol of how talent and kindness can converge.
