Still fresh from her win against Kristyna Pliskova during the French Open tournament on Tuesday, Serena Williams, 36, isn’t taking any breaks when it comes her life on or off the tennis court.
And for her latest accomplishment, the tennis phenom just launched her first online shop called Serena.
Serena took to her Instagram to share her excitement over her clothing line, which includes an assortment of denim, dresses, leisure wear.
Passion for fashion: Serena Williams, 36, just launched her own clothing line called Serena
Working hard: Serena working on her new clothing line, which ranges in prices from $35 to $250
She wrote: ‘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.
‘Today, I am proud to launch @serena, my own online shop. Never stop believing in yourself, you’re worth it.’
And she hopes that her 12-piece curated collection, which ranges in price from $35 to $250 and features and crop tops, joggers, dresses and T-shirts that pays homage to her hometown of Compton, California, will help encourage women to express creativity and individuality through their fashion choices.
Serena is no stranger to the fashion world because in the past, she has done clothing collaborations with women’s apparel brand HSN and Nike and Puma.
She was also enrolled in fashion school for to years at the Art Institute of Fort Lauderdale, which she said prepared to her to become a designer.
Roots: One of the shirts (left) pays homage to her hometown of Compton, California and costs $40. Her line also has a black pencil skirt for $88
Shimmer and shine: One of the items in her collection is a ‘knockout’ metallic jacket. which costs $215. Shoppers can also buy the essential mock crop top (right) for $75
Staying fresh: The modern denim jean dress can be bought for $205 and the palm beach slip dress for $125
Comfort is key: The joggers can be bought for $70 on Serena’s website and the cropped sweatshirt for $60
‘This is what I studied. So I was like, “I really want to be able to start doing what I want, how I want it, and letting people see my vision in fashion, how I want it to be seen,”‘ she told Women’s Wear Daily.
‘I’ve never been fully creative, so that’s what this is. I’ve always been limited. I’ve done things for HSN but I’ve always been limited, with the customer and with the fabric selection; [there were] things I couldn’t do.
‘They gave me so much knowledge, though, and so much practice and so much training.’
But as the proprietor for Serena, the tennis pro has full control and say over the line, and is able to decide exactly what she wants shoppers to get from it.
According to a press release, Serena is meant for the everyday woman of all ages and shapes – whether they love curve-hugging dresses or comfortable leisure wear.
With a mission to motivate women to tap into their own style and creativity, the new line is designed to support and empower women on their journey through self-expression.
Serena also had a strong focus on practicality when it came to designing her clothing line because she knows the practical woman doesn’t want to ‘spend $3,000 on something that just doesn’t make sense’.
‘Our prices are practical, our fabrics are practical, but [the customer] is also a smart woman, they’re a smart girl. These are high-end quality fabrics and high-end quality feels, and you don’t have to pay over price for it,’ she told WWD.
And along with practicality and confidence, Serena also wanted the line to focus on an ‘s’ word to help build self-esteem.
For Serena, her ‘s’ word is sure and her mom’s is steadfast. She has a good friend who has been through a lot and her ‘s’ word is survivor.
Even the the 23-time Grand Slam winner is sometimes unsure of herself, which is refreshing to hear in terms of relatability.
Busy: The line has been in the works for a couple of years because in between she got married and had a baby. Serena and Alexis at last years Met Gala
Preparation: Motherhood and marriage has only helped helped her flourish as a designer
Family: Serena said it was the perfect time to launch a clothing line despite having to push back the release date. Serena with her daughter Alexis Olympia
Athlete: Serena won on Tuesday against Krystina Pliskova during the first round of the French Open
Practice: Serena has done collections for Nike, Puma and HSN. The athlete at the Serena Williams Signature Statement by HSN fashion show in 2014
‘This is a huge thing that I’m doing right now and a huge undertaking, and I need to be sure. And sometimes even when I walk out onto the court, I’m not sure, I’m not sure I’m going to win. I need to be more sure of myself and more confident in myself. And that’s coming from me. And I feel a lot of people can relate to that,’ she told WWD.
The line has been in the works for more than two years because of her busy schedule and of course, getting married to Alexis Ohanian and having a baby, Alexis Olympia, in between then.
But motherhood and marriage has only helped helped her flourish as a designer despite the fact she had to push back the release date because of it. But of her decision, she said she was glad she waited.
Serena was also inspired by the #MeToo movement when it came to designing pieces for her collection.
‘Life is all about timing, right? I just feel now is the right timing,’ Serena added to the online publication.
‘And with all the movements that are going on with women and young girls standing up and doing marches and talking about #MeToo, and standing up for their own rights – that should be automatically [rights] we have – but enforcing that and saying “these are our rights” – it’s timing.’
And it also happened to be the perfect timing for Serena who accepts that in life, there will be ‘highs, challenges and twists and turns’.
‘I absolutely love this collection because it represents all the facets of my life as an athlete, an entrepreneur, and now, a mother,’ Serena said in a press release.
‘We’re all on a journey that delights us with highs and challenges us with twists and turns, which shapes us into who we are and who we want to become. I’ve learned to embrace and celebrate this process of individual growth and dedicate this collection to all women who want to join me in showing the world our true selves.’
The Serena collection will continue capsule drops throughout the summer and fall seasons with more than 75 total styles, featuring sophisticated, forward pieces that will include denim jackets, skirts and jumpers, sequin and metallic tops and outerwear, as well as blazers and poplin shirts meant to mix and match.