Serena Williams Debuts New Fashion Line with HSN

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Not satisfied with conquering the world’s tennis courts, grand slam tennis ace Serena Williams has decided to take on the fashion world. And word is, she’s smashed it. With encouraging nods from Vogue editor Anna Wintour and fashion design Tommy Hilfiger, the tennis champion debuted her Signature Statement collection, which consists of both jewelry and clothing.

She presented her exclusive collection for the shopping network HSN, where customers can buy the items as soon as they see them. There are 42 pieces in the collection with prices ranging from $24.90 for a double-wrap belt, to $699.99 for a lace gown.

Ms. Williams’s collection includes everything from cosy sweaters, rib-knit dresses, leggings, wide-legged trousers, skirts, blouses, tops, jackets, duster coats, bags, scarves and boots.

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Ms. Williams debuted her collection only days after losing her No.1 world ranking in the US. Open, but she seemed relaxed and confident when she presented her range at New York Fashion Week:

“Mostly, it’s easy to balance,” Ms. Williams said, saying that when she had some time off, she went over “tons of looks,” and that her team leave her alone during a tournament. “I’m usually the one reaching out, asking questions,” she said.

One designer, Tommy Hilfiger, who was present at the catwalk show, commented on Ms William’s range and praised her decision to offer a ready-to-buy collection: “It’s the way of the world,” Mr. Hilfiger said. “We’ve got to go there.”

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This was the third collection from Ms. Williams and it was pretty obvious that in this collection she was concentrating on the power of woman. As the models walked down the catwalk you could hear the inspiration poem written by Ms. Williams after she won Wimbledon. Lines in the poem included “All women are her inspirations/She is unapologetically bold and beautiful.”

“We do so much,” Ms. Williams said after the show. “We birth, we sit in board rooms, we do everything. We’re not praised enough. I want to praise every woman.”

Watching her catwalk show were some pretty inspirational women, including her sister Venus, fellow tennis player Caroline Wozniacki, Vogue editor Anna Wintour, the singer Ciara and quirky fashion icon Iris Apfel.

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Ms. Williams said that it was Ms. Wintour’s influence, alongside her mother’s, that most affected her when it came to her and her sister’s love of fashion: “When I was younger, she had us sewing, making things,” Serena said.

Apparently Ms. Wintour gives the tennis star feedback after every one of her catwalk shows. “In my job I take feedback every day, so I’m really good at it,” Ms. Williams said. “I don’t want to hear a positive, I want to hear what I can do better.”

Doesn’t that create stress for the champion? “She has such high standards,” Ms. Williams said. “It definitely makes it stressful, but also we’re such good friends.”

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Ms. Williams sees an obvious connection between her fashion line and playing tennis: “This year, I don’t feel like it’s all that different from what I do,” she said about designing the line. “It takes a lot of focus, it takes a lot of dedication, it takes a lot of work.”

The Serena Williams Signature Statement Collection is available now on HSN.com

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