Serena Williams launches new fashion line

Serena is priced between $35 and $250.

May 30, 2018

Serena Williams's fashion line is here. Following collaborations with HSN and Nike, the tennis champion, who won her first Grand Slam match since giving birth on Tuesday, introduced Serena, her debut 12-piece collection, on Wednesday. The prices range from $35 to $250, which Williams told WWD was important for her, since the line's ideal customer is "practical."


“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.”

Williams is also rumored to be starting a beauty line soon, called Aneres. Check out some of the new pieces below, and shop the full range here.