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Athlete and fashion designer Serena Williams just launched her own fashion line called Serena. She did this launch after just winning a Grand Slam match at the French Open on May 29, 2018–her first major match since giving birth to daughter Alexis Olympia Ohaniam Jr. in September 2017.
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Longtime fans of Williams would know that along with her career as a successful athlete, she was once enrolled at the Art Institute of Fort Lauderdale for fashion design. She has collaborated with HSN and Nike, and she is also known for her fashionable looks on the court. Williams says she felt limited in her collaborations so she decided to take matters into her own hands. And we are so proud that she did! (Although our wallets might not be).
They say life is about timing. I learned this lesson at age 18, when I chose to play a light tennis schedule because I wanted to go to fashion school. Some criticized my decision, but I knew I had two loves–tennis and fashion–and had to find a way to make them coexist.
— Serena Williams (@serenawilliams) May 30, 2018
The fashion line has been in production for over two years, a delay in launch was in part to the birth of her baby and her marriage. According to Williams the birth of her baby and her marriage did not distract her but only encouraged her to do more for her line.
Williams told WWD that:
“the customer is a girl or a woman who believes in herself or wants to believe in herself…someone that is unapologetically themselves, and that maybe they stand out; maybe they stand out because they are strong or they’re beautiful or they want to not be the norm. Our women is someone who looks at fashion as a compass to show who they are, to show what they are.”
Never stop believing in yourself. You’re worth it. pic.twitter.com/8lzFQeDcD2
— Serena Williams (@serenawilliams) May 30, 2018
The fashion line is based on messages of self-love, body positivity, and confidence. And also practicality!
Williams told WWD that the prices and pieces in the collection are designed to be practical. They are designed in order to fit the prices and fabrics the everyday woman wants. Along with more trendier pieces and more athleisure pieces to everything in between.
She says that the delay in the line is all about the timing with the #MeToo movement. She says that women are standing up for their rights more than ever before and they should feel more empowered than ever. Williams says her line helps to reinforce that and make women feel even more empowered.
The logo of Serena is a simple capital “S.” Williams wants women to think “What is Your ‘S’?” in relation to the logo of the brand. On the website, she writes that her designs are inspired by “strong, sexy, sophisticated, sassy, sure, smart, stylish, silly, and spontaneous women.” A pin of the “S” logo was launched as part of the initial launch.
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The fashion line was launched with a 12-piece collection, with prices ranging from $35-$250. The pieces range from all types of fashion from athleisure pieces to trendier pieces. Some standouts from the line include a denim dress, a bralette with the brand’s logo, and a metallic jacket among many other fashionable pieces.
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You can find more of Williams’ iconic fashion line on the website here.
