Serena Williams continues to empower strength, sexiness and sophistication with her body-positive fashion line, S by Serena.
The tennis legend, mom and now designer made her way to the catwalk with her daughter, Alexis Olympia on Klarna Style 360 at the New York Fashion Week showcasing her Spring Summer 2020 collection. Klarna Style 360 is a celebration of women in the fashion industry who are breaking boundaries and traditions. And who could be the epitome of this? Well, it’s none other than Serena herself.
Inspired by her mom and the 1990s hustle streetwear, Serena said that her focus on this fashion line is feel-good functional wear. For Serena, this line is “about being different and innovative, which is kind of what I’ve done my whole career.”
S by Serena went directly to consumers as the website was up months before she walked the catwalk. Serena and her team also tapped an online fanbase. She said, “We wanted to cut the middleman and reach women directly.”
The collection consists of wrap skirts paired with athletic jackets, bodycon with zebra prints, jumpsuits and evening wear with ombré sequins. Some stars of the show include the suede coat with plaid suiting and leopard print wrap dress and the boilersuit with drawstrings. The collection has sizes ranging from XS to 3X to ensure people from all body types will be able to wear them comfortably.
According to her, inclusivity was definitely in her mind when she was designing her collection. The star Athlete and Mom also included that they named their larger sizes ‘Great’ because they want those who own their pieces are ‘Great’ so ‘Great’ can feel ‘Great’ in their pieces. She also noted that it was important for her to create different things for different people and different body types.
“I like the word inclusivity as opposed to exclusive because I feel like when you’re inclusive, it just makes a difference and it’s where we should be heading more now,” Serena said.
Dynamic empowering from this woman really never stops. A design surely made for confidence, courage, and all body types; this fashion line tribute is a to all women.
S by Serena is available for purchase at www.serenawilliams.com. Retail prices start from USD 49.