Having previously partnered with sports giant Nike and American retailer HSN (Home Shopping Network) on design collaborations, Williams says that this new project allows her to be truly creative - with no limits.
"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," she told WWD. "They gave me so much knowledge, though, and so much practice and so much training. And with Nike, obviously there are so many things I can’t do... I’ve never been fully creative, so that’s what this is."
As is perhaps to be expected, the range - which has been two years in the making - includes a selection of athleisure pieces, alongside "practical" daywear including denim, blazers and dresses, ranging in price from $35 (about £26) to $250 (£188). Select pieces also feature motivational messaging around self-love and confidence - "I am beautiful. I am strong" - which she says act as a "friendly reminder" in case you happen to be having a tough day.
“It’s [for] a practical woman; they don’t want to spend $3,000 on something, that just doesn’t make sense,” Williams said of her customer. “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.”
The 36-year-old, who welcomed daughter Alexis Olympia in September, previously spent two years studying at the Art Institute of Fort Lauderdale, giving her more confidence in her design abilities.
“This is what I studied," she explained. "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."
The launch of Serena coincides with Williams playing in her first major tennis tournament following her maternity leave; she beat Czech opponent Kristyna Pliskova to sail through the first round of the French Open yesterday - sharing an empowering message for new mothers as she did so.
Serena Williams stars in the July issue of Harper's Bazaar - out 31 May.
Source: Harparsbazaar
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