Fashion 

Serena Williams on Designing Clothes For Women and Opening Her First Pop-Up

Plus, a look at what’s next – Serena Great.

By
2,561 Hypes

Serena Williams on Designing Clothes For Women and Opening Her First Pop-Up

Plus, a look at what’s next – Serena Great.

Tennis is the most immediate – and natural – association when you hear Serena Williams‘ name, but less well-known, is that she is also trained in design, having chosen a lighter tennis schedule at 18 to go to school. 18 years later, she debuted her eponymous line Serena but not without what she admitted, “15 years of false starts, and people in fashion telling me ‘no.’”

The collection holds 75 styles, to release over the next season. It launched in May with a 12-piece capsule and recently, Serena hosted a pop-up in New York to debut the second drop – the denim line in medium wash.

We caught up with Serena at the pop-up to learn the inspiration and method to her designs. Read our interview below, and pick up the new styles exclusive online at SerenaWilliams.com.

Tune in to watch her return to the US Open today, stepping out in the Off-White™ x Nike “QUEEN” collection.

Serena Williams Clothing Line Pop-Up

What was the purpose in opening up a retail space, even temporarily?

I’ve always wanted to be in retail, ever since I was younger. This is just a pop-up space but you have to start somewhere. A lot of people are not doing as much retail and because I’m so big into tech I feel like e-commerce might be better for me. It takes away a lot of the overhead that you have in retail. For us, it makes a lot of sense to do to e-commerce and we’re probably going to stick with that but we would love to continue to partner up with people and the different places that I go.

Who are the women you design to inspire?

We design for the woman that is confident, loves herself and wants to #BeSeenBeHeard. That’s our motto which was my personal mantra. That’s who we love and we want those women to feel comfortable in our fabric. It’s not a particular person that looks a certain way. We wanted to get ride of that stigma. We wanted to design for someone that felt a certain way, or wants to feel a certain way.

Do you design based on what you want to wear?

For sure. All our tanks, I want to wear them everyday. I actually wear our sleeveless tank to bed.

You have mantras like “Slay” and “Be Greater” printed on shirts. What is that meant to inspire in women?

We want everyone to feel and be greater than what they already are. They’re fun and positive. That’s what life is about.

The pop-up is also hosting your new denim line. Can you walk us through those designs?

I wanted to launch with denim that didn’t have a ton of stretch, but can still fit people like me, or a size 2. I’ve never been able to have a jean that doesn’t stretch. That’s what we wanted to do for curvy girls. This is literally my first pair of jeans that I can actually get over my butt and hips and still fit my waist.

What can we expect next with Serena? I heard there’s another collection releasing in September/October.

We are launching Serena Great. I hate the word “plus.” We want Serena Great to be our plus-size because we want women to feel great and not plus. Today we have our first plus collection which is just tops but in the Fall, we have more of a collection.

It’s great, not plus. It’s great.

Read Full Article
Share this article

What to Read Next

Coach Opens "Crafted to Last" Pop-Up in Tokyo
Fashion

Coach Opens "Crafted to Last" Pop-Up in Tokyo

Featuring consciously-designed limited-edition bags.
536 Hypes

Eminem Announces Mom's Spaghetti LA Pop-Up
Food

Eminem Announces Mom's Spaghetti LA Pop-Up

To celebrate the Super Bowl weekend.
12,080 Hypes

Jacquemus' 24/24 Pop-Up Is Coming to Milan
Fashion

Jacquemus' 24/24 Pop-Up Is Coming to Milan

The temporary location will arrive in a new color.
1,259 Hypes


BLACKPINK's Jennie Shows off Her Orange Hair at "Jentle Garden" Pop-Up in LA
Fashion

BLACKPINK's Jennie Shows off Her Orange Hair at "Jentle Garden" Pop-Up in LA

Accompanying the look with shades from her Gentle Monster collaboration.
16,786 Hypes


Norse Projects Reveals Its Earthy FW18 Collection
Fashion

Norse Projects Reveals Its Earthy FW18 Collection

Inspired by the Scandinavian highlands.
2,084 Hypes

'Crazy Rich Asians' Earns No. 1 Spot for Second Weekend In a Row
Film & TV

'Crazy Rich Asians' Earns No. 1 Spot for Second Weekend In a Row

Have you seen the buzzy flick yet?
1,510 Hypes



The UA Forge 96 Is Under Armour's New Unisex Dad Sneaker
Footwear

The UA Forge 96 Is Under Armour's New Unisex Dad Sneaker

Find out when you can cop.
2,513 Hypes


See How Mini Swoosh and One Block Down Reinvent the Nike Tech Pack
Fashion

See How Mini Swoosh and One Block Down Reinvent the Nike Tech Pack

Get an exclusive BTS look at the workshop in Milan.
4,659 Hypes

Eytys Unveils Its Latest Vintage-Inspired Sneaker, the Jet Turbo
Footwear

Eytys Unveils Its Latest Vintage-Inspired Sneaker, the Jet Turbo

Straight from the ’90s.
1,355 Hypes

Emily Ratajkowski Is 'Paper' Magazine's September Cover Star
Fashion

Emily Ratajkowski Is 'Paper' Magazine's September Cover Star

Her profile features a peek into her feminist life.
2,256 Hypes

More ▾
 
Subscribe to our Newsletter

Keep updated on the latest news.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.