Serena Williams has ben making headlines recently, if not for her spat with French Tennis Federation president Bernard Giudicelli then for her eye-grabbing, Virgil Abloh-designed Nike sneakers. Most recently, Williams took NYC with a pop-up shop showcasing her latest clothing collection, and HYPEBAE was there to speak with her about her brand, its future and her design ethos.
Who the Serena Williams brand is designed for:
We design for the woman that is confident, loves herself and wants to #BeSeenBeHeard. That’s our motto which was my personal mantra. That’s who we love and we want those women to feel comfortable in our fabric. It’s not a particular person that looks a certain way. We wanted to get ride of that stigma. We wanted to design for someone that felt a certain way, or wants to feel a certain way. … All our tanks, I want to wear them everyday. I actually wear our sleeveless tank to bed.
The idea behind the denim collection:
I wanted to launch with denim that didn’t have a ton of stretch, but can still fit people like me, or a size 2. I’ve never been able to have a jean that doesn’t stretch. That’s what we wanted to do for curvy girls. This is literally my first pair of jeans that I can actually get over my butt and hips and still fit my waist.
The future of Serena Williams’s clothing brand:
We are launching Serena Great. I hate the word “plus.” We want Serena Great to be our plus-size because we want women to feel great and not plus. Today we have our first plus collection which is just tops but in the Fall, we have more of a collection.
It’s great, not plus. It’s great.
Read the full feature on HYPEBAE.