Culture
Masters fashion: Stretching the concept of quiet luxury underneath a giant oak tree
Follow live coverage of the final round of the 2025 Masters
AUGUSTA, Ga. — The Masters will never be cheugy.
It may be a crime of fashion to be overdone, outdated or, gasp, dressed in millenial-core for 51 weeks a year. But for this week, at Augusta National Golf Club during the Masters, the patrons come dressed for the scene they find when they step on property, and there’s something about the place that makes it all work.
The open space between the clubhouse, the first tee and the practice green at Augusta National is like the Shibuya Crossing of golf. Spectators shuffle in every which direction, creating a dizzying blur of rye green, seersucker and straw hats. The Green Jackets gather under the canopy of the legendary oak tree, schmoozing with VIP guests, while groups of done-up women meander about, greeting each other and dishing out compliments on floral dresses from the latest spring collections: “Oh I love that! Where’s it from?” Meanwhile, the golf bros walk with purpose to find their next vantage point, as spikeless golf shoes and big box brand dry-fit polos do exactly what they are supposed to do: perform.
From the old to the young, to the PGA Tour superfan and the clueless significant other, the patrons at Augusta National all have one thing in common when it comes to their varying fashion choices: They’re trying to say something.
The spectators at the Masters take full advantage of the opportunity to be, well, extra.
For the men, this effort manifests in a competition as old as time. The Country Club Logo Olympics begin at 7:00 a.m. Monday, when the patron gates open for the week’s first practice round. At the Masters, the idea of “quiet luxury” is not just a Hermés bag or a pair of Chanel ballet flats, but also needlepoint whales and acorns stitched onto canvas golf hats.
It’s impossible for a few not to catch your eye: Pine Valley on a navy polo, Seminole Golf Club on a cashmere pullover. Spot the ultra-private Ohoopee Match Club onion? Or the lesser-known but mighty crest for one of Scotland’s finest, North Berwick Golf Club? It might spark a conversation. That’s exactly what they want.
“You see these logos and you’re like, he definitely knows a member. But you’re not sure if he is a member. But if he is a member, I need him to be my friend,” says Stephen Malbon, founder of Malbon Golf, a lifestyle brand that has partnered with PGA Tour pro Jason Day to stretch player fashion past slim-fit golf pants and shades of blue.
That’s the least of it. Turn to the left or right anywhere on property and it won’t take long to find the GOAT: The Augusta National Golf Club logo. It is not to be confused with the Masters logo. These are very different things.
There’s already an exclusivity to the idea of purchasing Masters merchandise because it is only sold on site. When you get there, there are about 19 other elevations beyond what you can take home from the massive merchandise building, which contains 64 check out registers and 385 mannequins and sells everything from $400 cashmere hoodies to scented candles and gnomes. Now Augusta National has Berckmans Place and Map & Flag, two brand new and hot-ticketed hospitality venues that also sell their own apparel. The holy grail is, of course, the club’s intimate pro shop. That’s the only place one can purchase an item that is simply adorned with the coveted “ANGC.” Yes, those four letters make the difference.
“There are people flexing their Berckmans merch. And that’s different from the main merch. And the pro shop merch is different from that merch,” says Malbon. “There’s levels to it. People are showing their social or economic status by wearing this stuff.”
For men at the Masters polos and khakis are de rigueur. (Kyle Terada / USA Today Sports)
For the women of Augusta National, there’s an understanding that you dress for the female gaze. Admit it or don’t, you’re scrolling Pinterest and TikTok in the months leading up the tournament to find outfit inspiration for your Masters outfit, which, if you’re attending Thursday-Sunday, will not be seen on an Instagram feed (unless you film an “outfit check” in the parking lot.) Cell phones are prohibited from the Augusta National grounds and cameras are only allowed on practice round days. You dress to impress, though, even if the internet may not see it.
“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,” says Golf Channel’s Kira K. Dixon. “If you wear a hat, it should just be a really good wide-brim hat because sun protection is key.”
“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.”
A pop of green is the first aesthetic necessity for women at the Masters, but there are always ways to go above and beyond.
Annie Shoulders and Kylie Shemanksi stood on the ropeline of the fifth fairway at Augusta National, waiting for Jordan Spieth’s Thursday pairing to find the short grass. Shemanski’s name was stitched onto the back of her white sweater in green letters in the style of the traditional Masters caddie bibs — a creative touch. But then Shoulders turned around for the grand reveal.
She had painted her square-shaped crossbody purse by hand to look like a pimento cheese sandwich.
“I knew I was going to do this for about a month,” said Shoulders, an engineer from Little Rock, Ark., attending her second Masters. “I also made sweaters for (Shemanski’s) daughters.”
(Michael Madrid / USA Today Sports)
There’s a decadence to the women at Augusta National. Round, flat-brim straw hats and monochrome matching sets have been two popular trends in 2025. Color combinations of Masters green — also known as Pantone 342 — and Butter Yellow, the season’s hottest spring shade, have been plentiful. Adidas Sambas are the tournament’s most popular shoe, with New Balance 327s coming in as a close second. Dixon, who has received hundreds of direct messages from Masters ticket-holders asking for outfit advice, coined a term to describe the style: “Augustacore.”
The local boutiques in Augusta make it their mission to capitalize on Masters week. The Swank Company prepares inventory with the proper color schemes and accessories for patrons in need of a last-minute shopping trip. The Peppy Poppy says that Masters season is their second-most profitable time of the year, behind only Christmas.
“Masters style is always going to be the same: Something green and something stylish and comfortable to walk around in,” says Dawne Byrd, owner of the Peppy Poppy.
The fashion circus at the Masters feels like it could get old really fast, but somehow, it just never does. There’s a sense of, if you’re at Augusta National, why wouldn’t you go all out?
“When I told my sister that we were going to the Masters, her first question was ‘What are we going to wear?” says Kiara Dowdell, who was wearing a matching cardigan with her sister, Alexis Vega.
(Peter Casey / USA Today)
The players and their sponsors participate in the frenzy too, with pre-planned weekly scripting and outfit choices that they wouldn’t make at any other golf tournament. For example: Cam Smith wore a four-way stretch blazer during Wednesday’s practice round. It was the result of a drunken conversation with the man who makes said blazer.
The tournament participants are focused on the task at hand, but they’re also aware of what’s going on around them.
“When you’re walking the golf course, everyone looks like they’re having a good time. Everyone is dressed up really nice,” Day, who is known for pushing the boundaries with his on-course attire, says. “It’s kind of like a horse racing event when everyone comes out and they’re wearing some really nice clothes. They just do it right here at Augusta.”
The Masters is not just a golf tournament. It is different. So naturally, the patrons, in all sorts of ridiculous ways, are going to treat it like a one-of-a-kind opportunity. And that allure will never go out of style.
(Illustration: Demetrius Robinson / The Athletic; Photos: Andrew Redington, Richard Heathcote / Getty Images; Rob Schumacher, Kyle Terada / USA Today Sports)
Culture
6 Poems You Should Know by Heart
Literature
‘Prayer’ (1985) by Galway Kinnell
Whatever happens. Whatever
what is is is what
I want. Only that. But that.
“I typically say Kinnell’s words at the start of my day, as I’m pedaling a traffic-laden path to my office,” says Major Jackson, 57, the author of six books of poetry, including “Razzle Dazzle” (2023). “The poem encourages a calm acceptance of the day’s events but also wants us to embrace the misapprehension and oblivion of life, to avoid probing too deeply for answers to inscrutable questions. I admire what Kinnell does with only 14 words; the repetition of ‘what,’ ‘that’ and ‘is’ would seem to limit the poem’s sentiment but, paradoxically, the poem opens widely to contain all manner of human experience. The three ‘is’es in the middle line give it a symmetry that makes its message feel part of a natural order, and even more convincing. Thanks to the skillful punctuation, pauses and staccato rhythm, a tonal quality of interior reflection emerges. Much like a haiku, it continues after its last words, lingering like the last note played on a piano that slowly fades.”
“Just as I was entering young adulthood, probably slow to claim romantic feelings, a girlfriend copied out a poem by Pablo Neruda and slipped it into an envelope with red lipstick kisses all over it. In turn, I recited this poem. It took me the remainder of that winter to memorize its lines,” says Jackson. “The poem captures the pitch of longing that defines love at its most intense. The speaker in Shakespeare’s most famous sonnet believes the poem creates the beloved, ‘So long as men can breathe or eyes can see, / So long lives this, and this gives life to thee.’ (Sonnet 18). In Rilke’s expressive declarations of yearning, the beloved remains elusive. Wherever the speaker looks or travels, she marks his world by her absence. I find this deeply moving.”
“Clifton faced many obstacles, including cancer, a kidney transplant and the loss of her husband and two of her children. Through it all, she crafted a long career as a pre-eminent American poet,” says Jackson. “Her poem ‘won’t you celebrate with me’ is a war cry, an invitation to share in her victories against life’s persistent challenges. The poem is meaningful to all who have had to stare down death in a hospital or had to bereave the passing of close relations. But, even for those who have yet to mourn life’s vicissitudes, the poem is instructive in cultivating resilience and a persevering attitude. I keep coming back to the image of the speaker’s hands and the spirit of steadying oneself in the face of unspeakable storms. She asks in a perfectly attuned gorgeously metrical line, ‘what did i see to be except myself?’”
‘Sonnet 94’ (1609) by William Shakespeare
They that have power to hurt and will do none,
That do not do the thing they most do show,
Who, moving others, are themselves as stone,
Unmovèd, cold, and to temptation slow,
They rightly do inherit heaven’s graces
And husband nature’s riches from expense;
They are the lords and owners of their faces,
Others but stewards of their excellence.
The summer’s flower is to the summer sweet,
Though to itself it only live and die;
But if that flower with base infection meet,
The basest weed outbraves his dignity.
For sweetest things turn sourest by their deeds;
Lilies that fester smell far worse than weeds.
“It’s one of the moments of Western consciousness,” says Frederick Seidel, 90, the author of more than a dozen collections of poetry, including “So What” (2024). “Shakespeare knows and says what he knows.”
“It trombones magnificent, unbearable sorrow,” says Seidel.
“It’s smartass and bitter and bright,” says Seidel.
These interviews have been edited and condensed.
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Culture
Classic and Contemporary Literature From France, Japan, India, the U.K. and Brazil
Literature
FRANCE
According to the writer Leïla Slimani, 44, the author of ‘The Country of Others’ (2020).
Classic
‘Essais de Montaigne’ (‘Essays of Montaigne,’ 1580)
“France is a country of nuance with a love of conversation and freedom and an aversion to fanaticism. It’s also a country built on reflexive subjectivity. Montaigne reveals all that, writing, ‘I am myself the matter of my book.’”
Contemporary
‘La Carte et le Territoire’ (‘The Map and the Territory,’ 2010) by Michel Houellebecq
“Houellebecq describes France as a museum, where landscape turns into décor and where rural areas are emptying out. He shows the gap between the Parisian elite and the rest of the population, which he paints as aging and disoriented by modernity. It’s a melancholic and yet ironic novel about a disenchanted nation.”
JAPAN
According to the writer Yoko Ogawa, 64, the author of ‘The Memory Police’ (1994).
Classic
‘Man’yoshu’ (late eighth century)
“‘Man’yoshu,’ the oldest extant collection of Japanese poetry, reflects a diversity of voices — from emperors to commoners. They bow their heads to the majesty of nature, weep at the loss of loved ones and find pathos in death. The pages pulse with the vitality of successive generations.”
Contemporary
‘Tenohira no Shosetsu’ (‘Palm-of-the-Hand Stories,’ 1923-72) by Yasunari Kawabata
“The essence of Japanese literature might lie in brevity: waka [a classical 31-syllable poetry form], haiku and short stories. There’s a tradition of cherishing words that seem to well up from the depths of the heart, imbued with warmth. Kawabata, too, exudes more charm in his short stories — especially these very short ‘palm-of-the-hand’ stories — than in his full-length novels. Good and evil, beauty and ugliness, love and hate — everything is contained in these modest worlds.”
INDIA
According to Aatish Taseer, 45, a T contributing writer and the author of ‘Stranger to History: A Son’s Journey Through Islamic Lands’ (2009).
Classic
‘The Kumarasambhava’ (‘The Birth of Kumara,’ circa fifth century) by Kalidasa
“This is an epic poem by the greatest of the classical Sanskrit poets and dramatists. The gods are in a pickle. They’re being tormented by a monster, but Shiva, their natural protector, is deep in meditation and cannot be disturbed. Kama, the god of love, armed with his flower bow, is sent down from the heavens to waken Shiva. Never a wise idea! The great god, in his fury, opens his third eye and incinerates Kama. But then, paradoxically, the death of the god of love engenders one of the greatest love stories ever told. In the final canto, Shiva and his wife, the goddess Parvati, have the most electrifying sex for days on end — and, 15 centuries on, in our now censorious time, it still leaves one agog at the sensual wonder that was India.”
Contemporary
‘The Complex’ (2026) by Karan Mahajan
“This state-of-the-nation novel, which was published just last month, captures the squalor and malice of Indian family life. Delhi is both my and Mahajan’s hometown and, in this sprawling homage to India’s capital, we see it on the eve of the economic liberalization of the 1990s, as the old socialist city gives way to a megalopolis of ambition, greed and political cynicism.”
THE UNITED KINGDOM
According to the writer Tessa Hadley, 70, the author of ‘The London Train’ (2011).
Classic
‘Jane Eyre’ (1847) by Charlotte Brontë
“Written almost 200 years ago, it remains an insight into our collective soul — or at least its female part. Somewhere at the heart of us there’s a small girl in a wintry room, curled up in the window seat with a book, watching the lashing rain on the window glass: ‘There was no possibility of taking a walk that day. …’ Jane’s solemnity, her outraged sense of justice, her trials to come, the wild weather outside, her longing for something better, for love in her future: All this speaks, perhaps problematically, to something buried in the foundations of our idea of ourselves.”
Contemporary
‘All That Man Is’ (2016) by David Szalay
“Though he isn’t quite completely British (he’s part Canadian, part Hungarian), Szalay is brilliant at catching certain aspects of British men — aspects that haven’t been written about for a while, now updated for a new era. Funny, exquisitely observed and terrifying, this novel reminds us, too, how absolutely our fate and our identity as a nation belong with the rest of Europe.”
BRAZIL
According to the writer and critic Noemi Jaffe, 64, the author of ‘What Are the Blind Men Dreaming?’ (2016).
Classic
‘Memórias Póstumas de Brás Cubas’ (‘The Posthumous Memoirs of Brás Cubas,’ 1881) by Machado de Assis
“Not only is it experimental in style — very short chapters mixed with long ones; different points of view; narrated by a corpse; metalinguistic — but it also introduces an extremely ironic view of the rising bourgeoisie in Rio de Janeiro at the time, revealing the hypocrisy of slave owners, the falsehood of love affairs and the only true reason for all social relationships: convenience and personal interest. After almost 150 years, it’s still modern, both formally and, unfortunately, also in content.”
Contemporary
‘Onde Pastam os Minotauros’ (‘Where Minotaurs Graze,’ 2023) by Joca Reiners Terron
“The two main characters — Cão and Crente — along with some of their colleagues, plan to escape and set fire to the slaughterhouse where they work under exploitative conditions. The men develop sympathy for the animals they kill, and one of them becomes a sort of philosopher, revealing the sheer nonsense of existence and the injustices of society in the deepest parts of Brazil.”
These interviews have been edited and condensed.
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Culture
6 Myths That Endure
Literature
The Myth of Meeting Oneself
“This is evident in Virgil’s ‘Aeneid’ (circa 30-19 B.C.) when Aeneas witnesses his own heroic actions depicted in murals of the Trojan War in Juno’s temple, and again in Miguel de Cervantes’s ‘Don Quixote’ (1605-15) when Quixote enters a printer’s shop and finds a book that has been published with fake details about his quest even as he’s living it,” says Ben Okri, 67, the author of “The Famished Road” (1991) and “Madame Sosostris and the Festival for the Brokenhearted” (2025). “In both stories, individuals throw themselves into the world and think they encounter objects, personae, obstacles and antagonists, but what they actually encounter is themselves. In our time, where our actions meet us in the echo chamber of social media, the process is magnified and swifter. Now a deed doesn’t even have to take place for it to enter the realm of reality.”
The Myth of Utopia
“I’ve always had trouble with the idea of utopia, feeling it derives its energy more from what it wishes to dismantle than what it wishes to enact,” says the T writer at large Aatish Taseer, 45, the author of “Stranger to History: A Son’s Journey Through Islamic Lands” (2009). “Ram Rajya, or the mythical rule of the hero Ram in the Hindu epic ‘Ramayana’ (seventh century B.C.-third century A.D.), like all visions of perfection, contains a built-in violence.”
The Myth of Invisibility
“Invisibility bears power and powerlessness at the same time,” says Okri. “In ancient cultures, it was a gift of the gods. Jesus, for example, walks unrecognized among his disciples, and in Greek myths, Scandinavian legends and ancient African tales, heroes are gifted invisibility in the form of cloaks, sandals or spells. Modern works like the two ‘Invisible Man’ novels, by H.G. Wells (1897) and Ralph Ellison (1952), and the ‘Harry Potter’ novels (1997-2007) by J.K. Rowling reach back to those ideas. But today, people talk about visibility as the highest form of social agency, while invisibility can render a whole class, race, caste or gender unseen.”
The Myth of Steadiness vs. Speed
“‘The Tortoise and the Hare,’ one of Aesop’s fables (sixth century B.C.), doesn’t necessarily strike a younger person as promising — possibly it has a whiff of morality in it,” says Yiyun Li, 53, the author of “A Thousand Years of Good Prayers” (2005) and “Dear Friend, From My Life I Write to You in Your Life” (2017). “But the longer I live and work, the more I understand that it’s the tortoiseness in a person that carries one along, not the swiftness of the mind and body of the hare.”
The Myth of Magic
“Ancient magical tales like Homer’s ‘Odyssey’ (late eighth to early seventh century B.C.) were allegories of transformation, of secret teachings,” says Okri, “whereas modern forms of magic are narrative devices and tropes of storytelling that continue the child’s wonder of life. I think of F. Scott Fitzgerald’s ‘The Great Gatsby’ (1925), Gabriel García Márquez’s ‘One Hundred Years of Solitude’ (1967) and, again, the ‘Harry Potter’ books. The intuition of magic persists even in these atheistic and science-infested times, where nothing is to be believed if it can’t be subjected to analysis. This is perhaps because the ultimate magic confronts us every day in the mystery of consciousness. That we can see anything is magical; that we experience love is magical; and perhaps the most magical thing of all is the imagination’s unending power to alter the contents and coordinates of reality. It hides tenaciously in the act of reading, which is the most generative act of magic.”
The Myth of the Immortal Soul
“ ‘The soul is birthless and eternal, imperishable and timeless and is not destroyed when the body is destroyed,’ says Krishna in the ‘Bhagavad Gita’ (second century-first century B.C.). This belief in the immortality of the soul — what used to be called Pythagoreanism in ancient Greece — is still the most pervasive myth in India,” says Taseer, “and has more influence over behavior and how one lives one’s life than any other.”
These interviews have been edited and condensed.
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