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Serena Williams On Her Journey From Fashion School To New York Fashion Week
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July 29, 2020
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July 29, 2020
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3:47Now PlayingIn 2018, Serena Ventures launched a self-funded, direct-to-consumer clothing line, S by Serena. She kept waiting for someone to fund a company for her to design clothing, she says, but “I was thinking of this the wrong way. I had to invest in myself.”
The line includes dresses, jackets, tops, denim and more, mostly priced under $200 and was featured in New York Fashion Week in September, 2019. The line got a boost last October when Williams’ close friend Meghan Markle was spotted wearing the collection’s “Boss” blazer, which quickly sold out on the website. Williams returned the favor when she hosted a baby shower for the Duchess of Sussex. Williams plans to launch an S by Serena beauty product line in 2020.
With all this commerce, Williams says she’ll continue to abbreviate her on-the-court schedule, prioritizing the Grand Slam events that burnish her brand. “I am in no rush to get out of this sport,” she says. But in Serena Ventures, she’s laid the foundation to keep playing the game her entire life. “I want to create a brand that has longevity, kind of like my career,” she says. “It’s not fancy, it’s not here, it’s not out, it’s not trendy, it’s a staple, like my tennis game.”
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