Want to Slay Like Serena? Now You Can Shop the GOAT’s New Online Boutique

Serena Williams waves to the fans as she is introduced before the start of the Tie Break Tens at Madison Square Garden on March 5, 2018, in New York City.
Photo: Elsa (Getty Images)

Can’t stop, won’t stop: Hot on the heels of winning her first grand-slam match since returning to competitive tennis on Tuesday, Serena Williams launched a new clothing collection and online boutique on Wednesday.

The Serena line, now available on Williams’ website, debuted as a 13-piece collection of sport-inspired streetwear, including under- and outerwear ranging from a bralette ($45) to a black-and-gold hooded parka ($215).


Of course, this isn’t Williams’ first foray into fashion. In addition to her competition wardrobe that she co-designs with Nike, the Serena Williams Signature Statement collection has been a mainstay on the Home Shopping Network for the better part of a decade, even making its way into the New York Fashion Week tents in 2015 and 2016. No word on whether she’ll be continuing to lend her name and likeness to that line; notably, all Serena Williams-branded merchandise on HSN’s site is currently on clearance.

The Serena collection is decidedly more fashion-forward—and dare we say much younger—in feeling than the more sophisticated silhouettes Williams presented with HSN. This is likely deliberate, as a message on her new site indicates:

Introducing Serena, my first independent clothing line for all the ladies out there being awesome. My designs are inspired by strong, sexy, sophisticated, sassy, sure, smart, stylish, silly, and spontaneous women who are living their best lives, or making it up as they go—kinda like me.

Every woman’s success should be an inspiration to another. We’re strongest when we cheer each other on.


However, what’s somewhat disappointing is that as of now, the size range Williams is offering remains the standard extra small through extra large; the only one-size-fits-all item is a brass “S” logo pin ($14.99). So, sadly, the successful women who desire to “slay all day” with the multitalented superstar have to be sizes 0-14 to do so.

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Maiysha Kai

Maiysha Kai is Managing Editor of The Glow Up and your average Grammy-nominated goddess next door. Minneapolis born, Chicago bred, New York built. Nuance is her superpower.