Serena Williams launches fashion line

By

Cassidy Mantor

Published
May 30, 2018

Serena Williams has launched her own apparel line called Serena. While the tennis star has previously collaborated with Nike and HSN, Serena is her first independent fashion collection.

Williams announced Serena on Instagram saying, "Today, I am proud to launch Serena, my own online shop. Never stop believing in yourself, you're worth it."

In the image announcing the new line, the tennis star models an athleisure separates look with a grey crop top and high waist joggers. The launch collection includes denim, blazers and dresses in addition to the athleisure pieces which might be expected from Williams.

The tennis pro went on to explain the background to the collection, saying, "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."

"After 15 years of false starts, and people in fashion telling me 'no,' it only only drove me to work harder. As a result, I discovered what it meant to invest in myself, and I allowed that belief in myself to drive me to reach my dream."

The collection is meant to help inspire women and deliver positive messaging. Certain pieces feature affirmative statements and self-confidence and the social media campaign includes the hashtag "be seen be heard."

Serena is now available exclusively on Serena Williams' website. Prices range from $35 to $250.