Serena Williams SLAYS on Harper’s Bazaar UK cover and drops new clothing line
the superstar athlete and fashion designer kept real women mind when designing her line.
Serena Williams is doing what she does best…winning.
The superstar athlete who scored her first major win since giving birth to her daughter at The French Open this week just released her new fashion line, Serena. She’s also gracing the cover of Harper’s Bazaar UK in a swimsuit, proving she has been focused on her fitness and flaunting those dangerous curves.
She shared the magazine’s cover on her Instagram page. “Excited to be on the cover of the July Issue of @bazaaruk which celebrates the power of women! Out tomm! #BeingSerena hair @angelameadowssalonmakeup @natashagrossmakeupartist,” she posted.
Check it out:
Even though Serena Williams has been designing clothes for years and collaborated with HSN and NIKE in the past, Serena is the first fashion line she has had complete control of and is available exclusively on her website.
“I’ve never been fully creative, so that’s what this is. I’ve always been limited,” she told WWD. “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. 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.”
The line is full of “practical” offering for women who don’t want to compromise on comfort and includes dresses, denim, blazers and athleisure ranging from $35-$250.
“It’s a practical woman; they don’t want to spend $3,000 on something, that just doesn’t make sense…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,” she said of the line that includes inspirational messages on some of the clothes.
“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…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 spent two years perfecting her line and motherhood played a big role in her deign choices. When it came time to tackle denim, she didn’t opt for the ever-popular stretch designs that dominate the market.
“I got tired of the stretch jeans, as much as I love them. I feel like everywhere I go it’s just ‘stretch stretch.’ What happened to the amazing Levis? I wanted to bring that back,” she explained. “I can fit in them. It’s enough [stretch] to get on and it fits very well. It brings the integrity of the jean back, and I feel that’s missing right now, in all the jean collections.”