augusta fashion week

Masters 2024: Viktor Hovland unveils new Augusta National look, beauty is in the eye of the beholder

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April 02, 2024
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Hovland, so hot right now. Hovland. We’re a little over a week away from the Masters, which means it’s time for Viktor Hovland and J.Lindeberg to drop beautiful and confounding outfits for Augusta National. The pros really are just like us. They’re never sure what to wear when there’s a chance they’ll be on TV.

In years past, Hov has become a fashion icon founded on the common refrain that all news is good news. As long as you have people talking about you, you’re a winner. Last year, he went with some questionable printed green and pinkish-red polos that garnered attention and cash. In 2022, he went for hot pink pants with a plain black shirt. The man has a flair for the dramatic on the course and with his outfits.

Just last year, Hovland was asked about these outfits and said that he never goes this crazy when dressing himself, but what J.Lindeberg says goes in these situations: "Well, J.Lindeberg, they give me this stuff and pay me money to do so, so I just show up and wear what they want me to wear." That’s high praise.

Well, the wait is over for 2024. Let’s get to it.


Yes, Hovland and Co. are going for the azalea theme yet again. It’s a beautiful design that’s going to look even more sensational when compared to the less out-there looks of his fellow pros. Friday and Saturday are all about gray stripes, again with the flowers in the fore.

The Norwegian’s odds at the moment are 20-1, but can you really lose when you’re repping such a polo? No. The answer is no.

Just imagine, Hovland sinks the winning putt on No. 18 but the cameras are unable to find him. Where is he? Oh, wait. He blended in with the azaleas. Can’t wait to hear Jim Nantz’s call on that one.