Serena Williams Launched a Fashion Brand Inspired by Her Daughter

Leave it to Serena Williams to launch a fashion brand, be a new mom, and play in the French Open all at the same time. Just a day after causing a stir with her superhero-style catsuit, Williams launched her eponymous brand Serena, which she describes as “strong, sexy, sophisticated and sassy.”

Williams announced on her site that her clothing line is “for all the ladies out there being awesome.” All of this comes on the heels of another big accomplishment, winning her first professional tennis match after last year’s birth of her daughter Alexis Olympia. The collection is sportswear and eveningwear based, with 12 pieces that all fall under $250. It’s a great athleisure collection, from comfy crop top sweaters and jogger pants to more dressed-up (but still laidback) dresses with varsity letters stitched on and a silk slip dress.

She’s been in the fashion world long before this collection as a regular at New York Fashion Week and launched a collaboration with HSN in 2009. “They say life is about timing,” she said on Twitter. “I learned this lesson at age 18, when I chose to play a light tennis schedule because I wanted to go to fashion school,” she wrote. “Some criticized my decision, but I knew I had two loves — tennis and fashion — and had to find a way to make them coexist.”

Additional releases of the Serena collection will drop throughout summer and fall, with a total of 75 new pieces coming our way. Serena told that her 9-month-old daughter was a big source of inspiration. “Ever since [giving birth to] Olympia I was like, ‘Okay I have a daughter, I want her to feel good about herself.’ She is strong already, so I want her to feel beautiful and I want to spread that message through the collection,” Williams said.

You can shop Serena’s new collection on

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