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Serena Williams Launches Online Shop ‘Serena’

The 23-time Grand Slam winner has announced the launch of her online shop.

Serena shared the news on instagram writing that it’s been something she’d wanted to do for so long.


Williams launched the first 12 pieces from her solo eponymous fashion collection, Serena, exclusively online at with prices ranging from $14.99 to $215. According to the Olympian, the line is “inspired by femininity and strength.”

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“I absolutely love this collection because it represents all the facets of my life as an athlete, an entrepreneur, and now, a mother,” Williams said in a release. “We’re all on a journey that delights us with highs and challenges us with twists and turns, which shapes us into who we are and who we want to become. I’ve learned to embrace and celebrate this process of individual growth and dedicate this collection to all women who want to join me in showing the world our true selves.”

Williams’ process designing the pieces, which include dresses, denim, jackets and more, ended up being a much different experience than she has had in the past.

“This is more me. I’ve always designed for other people in different companies and you know limitations when you’re designing like, ‘Oh you can’t use this fabric,’ or ‘You can’t do this,’” the star told PEOPLE.

Serena Williams has previously collaborated with some of the biggest brands in the industry — from Nike to Puma to HSN — on clothing collections.







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