Serena Williams Launches Debut Fashion Clothing Line

After previously designing collections with HSN and Nike, Serena Williams is stepping out into the fashion spotlight on her own.

The winner of 23 Grand Slam Titles and mom to adorable Alexis Olympia Ohanian can now add clothing “designer” to her already long list of accomplishments. The first drop of her debut collection, ‘Serena’, launches today exclusively online and it’s the first time she’s been able to show the full extent of her creativity with no limitations.

In an interview with WWD, Williams explained, “I’ve done things for HSN but I’ve always been limited with the customer and fabric selections. They gave me so much knowledge though and so much practice and so much training.” Even before collaborating with HSN and Nike, fashion was something she always wanted to pursue which is why she completed a two year fashion and design program at the Art Institute of Fort Lauderdale in 2001. Combining her past studies with the knowledge she gained from working with two major brands made Williams feel like she finally had the confidence to become a designer in her own right saying: “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.’"

The ‘Serena’ line was inspired by femininity and strength, while also being centred around practicality and affordability. Price points range from $35 to $250, because as Williams puts it people, “don’t want to pay $3,000 for something.” Items include the requisite athleisure gear, alongside looks more suitable for evening such as padded blazers, dresses, high-waisted jeans, and overalls with decorative chain accents.

Additionally, every piece has an ‘S’ emblazoned on it that isn’t just representative of ‘Serena’ but the idea that Williams believes “everyone can have an ‘S’ word”. Hers is ‘sure’, a reminder that “I need to be sure of myself” and this collection is dedicated to everyone who’s ready to rep their ‘S’.