Serena Williams wants women to express their creativity and individuality through her fashion line

Serena Williams wants women to express their creativity and individuality through her fashion line
Serena Williams (Getty Images)

A day before Serena Wiliams won her second round French Open match against Ashleigh Bartyand on Thursday, the tennis powerhouse announced the launch of her own clothing line.

After years of collaborations with the likes of Nike, Puma and HSN, Serena has finally ventured to go all independent as the creative director of her own fashion brand named after her.

For those under the impression that an athlete's choice is relegated mostly to athleisure, will be surely surprised by the Serena collection. From joggers to gold slip dresses and accessories, the collection is a treasure trove of high fashion.

Highlights of the collection include denim jackets, skirts and jumpers, sequin and metallic tops and outerwear, as well as blazers and poplin shirts meant to mix and match.

"I always want to be comfortable. I always want things to be functional. Because that's my life," said the tennis star to E! "But, also, [I'm] bringing high-end fabrics to that."


Those who know about the 36-year-old athlete beyond her tennis accomplishments know that she was once enrolled in Art Institute of Fort Lauderdale for fashion design. 

"I also went to fashion school when I was younger. My major was actually fashion, so learning how to pattern-make, learning how to sew—I literally know how to do everything when it comes to making a garment," she said in an interview

Her first proprietary fashion collection is for women of all ages. The tennis star says that the Serena line is created to encourage women to express creativity and individuality through their fashion choices.

There's a certain element of boldness in the collection, for example, check out the denim dress with gold-chain straps.

The prices range from $35-$250 and the first curated 12-piece capsule will be exclusively available in limited quantities online. There will be add-ons throughout the Summer and Fall with a total of over 75 styles.
“I absolutely love this collection because it represents all the facets of my life as an athlete, an entrepreneur, and now, a mother,” said Serena.


“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,” she added.

She took to Instagram to announce the launch of her brand.

"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," she wrote.

"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," she concluded.


Shop Serena at

Share this article:  Serena Williams fashion line bold empowerment