Welcome to the Glam Slam. The battery of photo�graphers are in position, the teenage boys are queuing round the block.

Welcome to the Glam Slam.

The battery of photographers are in position, the teenage boys are queuing round the block. SW19 is bracing itself for a glut of glamour. Ana Ivanovic (the brunette), the new French Open champion, is in town. So is Maria Sharapova (the blond). The sirens of the women's game are calling.

Ivanovic, in particular, is the sport's new pin-up. Like Sharapova, the 20-year-old works hard on her off-court image. On her official website, which can attract up to 40m hits a month, the main news story shows her laden with shopping bags in a photoshoot to promote Belgrade's Zira shopping centre. Elsewhere, fans are given "a sneak preview of the adidas outfit Ana will wear during the championships".

Such exposure will have helped her ascent to 23rd on FHM's 100 Sexiest Women in the World 2008 list, but no-one could accuse Ivanovic of style over substance. Like Sharapova, the Sultry Serb's' (copyright: tabloid sports editors) profile has risen in conjunction with her world ranking, a correlation which is not always the case in women's tennis, see: Anna Kournikova.

The 20-year-old will sashay into the All England Club this week as the world No.1, and having just won her first Grand Slam in Paris earlier this month. Competitiveness, rather than comeliness, is her calling card. The Serb has developed mentally and physically since her 6-2, 6-4 semi-final defeat to Venus Williams here last year. Her body is more honed and she is mentally stronger. She is, in short, a serious contender.

"Everything about Wimbledon makes it special," she says. "It's the grass, it's playing in white, it's the Sunday off in the middle of the tournament, it's the rain. Yes, the rain is a great tradition at Wimbledon. I think some players think, Oh no, it's raining at Wimbledon'. But they should try and enjoy it."

In person, Ivanovic is all beatific smiles and girlish chatter. Do not be fooled. A highly focused and ruthless competitor lurks behind the girl next door' image. Her character has been formed by a tough upbringing. The young Serb could not be further removed from some of the pampered academy graduates who populate the men's and women's circuits. Her background has been well documented and requires little embellishment. While the Williams sisters served and volleyed their way out of the ghetto, Ivanovic was practising her forehand in a dry swimming pool between NATO air raids in her home country of Serbia.

Nothing came easily. Travelling to tournaments was fraught with logistical problems - queuing up for visas, no direct flights from Belgrade - it would be misleading to say that Ivanovic succeeded despite the system, because there was no system.

Even more remarkably, she is part of a clutch of young tennis stars from Serbia, including No.2 seed Jelena Jankovic, men's Australian Open champion Novak Djokovic, and Janko Tipsarevic, ranked 40 in the world. The establishment of Serbia as a tennis superpower has been one of the most incredible sporting tales of the last decade.

Ivanovic owes her position at the top of the rankings to the retirement of Justine Henin earlier this year. At the French Open last year, Henin trounced Ivanovic 6-1, 6-2 in the final. This year, Henin watched Ivanovic defeat Dinara Safina from the front row of the presidential box, before presenting the trophy to her former opponent afterwards.

Many will lament the absence of the former world No.1 at Wimbledon this year. She may not have carried the same profile and appeal of some of her opponents, but the little Belgian's forehand was a sporting phenomenon. The explosive dynamism and balletic grace of the 5ft 5in player was a joy to behold, a thrilling rebuke to those who claim that modern tennis is all about physical stature and raw power.

Henin became the first woman to retire from the sport while holding the world No.1 spot. Since Roger Federer became men's world No.1 in February 2004, six different players have occupied the top spot in the women's rankings: Henin, Amelie Mauresmo, Lindsay Davenport, Sharapova, Kim Clijsters and now Ivanovic. Henin's retirement has further levelled an already open women's game.

Then there is Sharapova, who is looking to bounce back from the disappointment of her fourth-round defeat to fellow Russian Safina in the French Open. The 2004 Wimbledon champion was roundly booed as she left the court after that match and can expect an altogether warmer reception in south west London this week.

In Paris, the crowd appeared to turn against her following several disputed line calls in the final set against Safina. It was the second successive year she has been booed. On the first occasion, she suggested that "it's hard to be a tennis player and Mother Theresa at the same time". The French Open remains the only grand slam she has not won.

Like Ivanovic, Sharapova is a marketing dream. She emblazons the cover of magazines, advertises a range of products and dabbles in fashion. Some observers are sniffy about these extra-curricular activities. Alternatively, you could say that she has a life. "The best thing about my life is that I've had the opportunity to do many more things that I wouldn't have done if I was just in school or something," said Sharapova. "I love that because if it was just tennis, tennis, tennis I would get mad."

It seems an age since a 17-year-old Sharapova beat Serena Williams to claim the title in 2004. "It's still a thrill going back and looking at my name on the list of previous winners," she said.

Then there is the enigmatic Venus Williams, last year's champion. Her summation of the last year in her life is intriguing. "So much has happened," she said. "I graduated from Fashion Design School, launched my own clothing line, bought a new dog - Harold, he's very cool - went to India for the first time and so much more."

Did you notice anything? Not a mention of tennis. The sport has long since ceased to be the centre of the 27-year-old's life. Williams prefers to live a balanced lifestyle involving a wide range of other activities.

As such, she picks and chooses her tournaments.

Wimbledon, however, holds a special place in her affections. "Everything slows down and I realise that I am going to a place that I've dreamt about for as long as I can remember. I'm sure part of the intrigue has to do with the uniqueness of the All England Club and how the history of our game has been preserved here. The positive feelings have also increased over the years as Wimbledon has become the home of so many fantastic memories for me and my family."

Tennis may not hold the same allure for Williams, but Wimbledon does. As such, she prepares meticulously and is always ready. Combined with a vast reservoir of natural talent and awesome athletic prowess, it makes her a contender once again.

Her sister, Serena, is still reeling from her third-round exit at the French Open. Prior to Paris, the 26-year-old had won 23 matches in 25 and appeared to have recovered from a back problem which kept her out of a quarter-final match in Rome in the lead-up. Her defeat to Katarina Srebotnik at the Roland Garros marked only the second time both Williams sisters had both lost at a grand slam on the same day - at the French Open in 2004. On that occasion both lost in the last eight. In Paris, it was the third round and neither managed to win a set.