Just Like the Star, Serena’s Clothing Line Stretches the Limits

Serena Williams exudes star quality. It is this particular trait that drives most of her undertakings. As a leader on the world stage when it comes to all things tennis, she’s recently decided to venture out and try new avenues.

Impressively, she’s been categorical that the fashion stage is one she’s willing to conquer next. After launching her clothing line named after herself way back in May, she did her homework and discovered something that many industry specialists missed. Clothes option for the over XL size are limited.

With that in mind, she decided to carefully evaluate the optics of the entire scenario. Of course, introducing clothes to her line was never going to be an easy undertaking. Even without considering the fact that she was looking to contribute further to a niche that’s not well stocked.

Serena Williams is regarded as a fashion icon, on and off the court

Speaking to reporters from Miami, where she was privileged with the opportunity of presenting at Art Basel, Williams mentioned that she took time to weigh the scales before launching products to the market.

Pinging Ideas

Williams revealed that her intention was for customers to feel right at home while adorning her garments. When further asked to elaborate on the process, she replied that they began from scratch before they were forced to restrategize and head back to the drawing board. She added that their objectives were clear-cut right from the onset. They were looking to make clothes that plus-size fit models could confidently strut in without feeling that they were missing out on the fashion action.

After much deliberation, they finally found the right fit and launched a new collection, aptly called “Great.” Pundits have praised the line since it features various fashion pieces that can be adorned whether one is going to the gym, living in luxury or simply being glamorous for a date night.

Affordability

Her collection offers a range of options up to 3X and has been in the market since December 8 at the fantastically designed Dallas shop, the Neighborhood Goods. In truth, Serena’s effort is not a world first, however, it is quite notable that not many brands actually venture into the making of premium designs for clientele who adorn larger sizes.

Understandably, her celebrity status inspired her latest effort in the fashion industry. Williams expressed that all through the conceptual design right up to the product launch, the emphasis was always to get the best materials and perfect fit.

She shared that most high-end department stores usually pack clothes that retail as high as $495. From the onset, her goal was to deliver affordable items without compromising on on quality. In the end, she settled on everything in her store to pack everything at under $200.

Comfy

It is worth mentioning that while the central premise was to deliver on affordability, the goal was to always have clothes with great ease of wear.

As a new mom, Williams seems to have gone big on comfortable clothing. Items like leggings and lace tracksuit are just but a few items that are stocked up in her business premises.

Following the birth of her daughter, Alexis Olympia, Wiliams has confessed that her style persuasions have massively changed. She’s confided that since the birth of her child, she’s given on some clothing items. Previously, she shared that she was a fan of tight shirts, today, not so much.

While her mom status has impacted how she dresses, she’s revealed that she’s been more than happy to embrace the change. Today, she greatly favors relaxed pieces. Williams pointed that every once in a while, she does go for the glamorous. In her own words, she wants to be a stylish mom.

It is her wish that her self confidence will trickle down to her customers who wear Great. Strikingly, some fashion items like tops and sweaters are emblazoned with powerful statements like “be seen, be heard” and “I am strong, I am beautiful.”. As a believer in the mantra of self-improvement, Williams vision is quite apparent.

She opined that everyone needs to feel comfortable in their own skin. Especially women. She noted that in society, many women don’t give themselves pats on the backs. According to her, many women are critical of others and as a result, it’s hard for women to empower each other.