Serena Williams Has Launched Her Own Fashion Line



After winning a Grand Slam match at the French Open yesterday (her first since giving birth to her daughter in September), Serena Williams is continuing her winning streak with the launch of her very own fashion line.

The athlete and fashion designer, who has previously collaborated with HSN and Nike, debuted her 12-piece collection on today, with prices ranging from $35-$250.

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Palm Beach Slip Dress, $125;



Highlights include easy-to-wear, yet sexy, pieces like an olive green slip dress, a black turtleneck crop top, and bralette and brief coordinates branded with her “S” logo.

“The customer is a girl or a woman who believes in herself, or wants to believe in herself; maybe she’s feeling unconfident that day,” Williams told WWD. “And 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 woman is someone who looks at fashion as a compass to show who they are, to show what they are.”

Essential Mock Crop Top, $75;



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Williams took to Instagram to launch the brand and wrote a heartfelt message about what it means to finally be sharing her own fashion collection.

“They say life is about timing,” she captioned the photo. “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. #BeSeenBeHeard.”

More pieces are expected to be released this summer and fall.


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