By Eromosele Patrick Eidusi
Featuring motivational slogans and feel-good fashion.
Serena Williams is launching her own clothing line. The label titled Simply, Serena – arrives later today and will be available to shop exclusively via her own website, serenawilliams.com
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 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” day wear including denim, blazers and dresses, ranging in price from $35 to $250. 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 fabrics and high end quality feels, and you don’t have to pay over price for it.”
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