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.
They say life is about timing. I learned this lesson at age 18, when I chose to play a light tennis schedule because I wanted to go to fashion school. Some criticized my decision, but I knew I had two loves–tennis and fashion–and had to find a way to make them coexist. After 15 years of false starts, and people in fashion telling me "no," it only only drove me to work harder. As a result, I discovered what it meant to invest in myself, and I allowed that belief in myself to drive me to reach my dream. Today, I am proud to launch @serena , my own online shop. Never stop believing in yourself, you're worth it. #BeSeenBeHeard
Williams launched the first 12 pieces from her solo eponymous fashion collection, Serena, exclusively online at SerenaWilliams.com with prices ranging from $14.99 to $215. According to the Olympian, the line is “inspired by femininity and strength.”
“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.