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Serena Williams attended the Michael Kors show during New York Fashion Week. The tennis star also showcased her latest fashion collection at an event. Photo: AFP

Tennis star Serena Williams serves up new S by Serena collection at New York Fashion Week, after US Open tournament

  • Days after what was likely her final professional tennis match, Serena Williams showcased her latest S by Serena collection at a New York Fashion Week event
  • The line is ‘inspired by comfort’ and is designed in a way where everyday people can wear it, Williams, who announced her retirement from tennis in Vogue, says

Serena Williams might be calling it quits on one court, but she is taking her talents to another one.

Days after what was likely her final professional tennis match at the US Open, Williams is finding freedom in her latest S by Serena collection, showcasing her designs on a replica tennis court atop New York Fashion Week’s (NYFW) headquarters in New York. She says she is leaning in to comfort in her clothing and the next chapter of her career.

“After this week, I’m going to figure that out and take a break,” Williams says of what is next for her.

She has been going nonstop, competing in singles and doubles matches at the US Open tournament days before debuting her brand’s latest clothing pieces during fashion week at Glam Slam, NYFW’s tennis-themed event. Williams half-jokes that she “slept for like 20 hours straight” after the tennis tournament.
Williams was defeated by Australia’s Ajla Tomljanovic in her final match at the US Open. Photo: DPA

Her new collection is “inspired by comfort” and designed in a way where everyday people can “actually [be] able to wear it”. More than that, she says, her line is accessible and affordable.

The 40-year-old, who debuted the clothing line in 2018, touts the instant shopability of her collection and shows off the brown, skintight off-the-shoulder dress she is wearing as one of the “cool designs” that is both functional and comfy.

Williams in an outfit by S by Serena at an event during New York Fashion Week. Photo: Instagram

“My mindset is just to design with people in mind and not let any barriers stop you,” Williams says.

The tennis GOAT – or greatest of all time – has not let barriers get in her way of becoming a star athlete and doing it her way, sporting memorable fashion looks on and off the court while breaking records and expanding her influence beyond the game.

“My favourite on court [outfit] was definitely the Flo-Jo inspired look,” Williams says, referencing the asymmetric unitard that paid homage to late track and field star Florence Griffith Joyner. “Off court, the GOAT stuff [from S by Serena] is just so comfortable. We just had a new [piece] that we released with a zip that I literally wear every day – I wore it here, too.”
Williams in a performance wear outfit from S by Serena. Photo: Instagram
Williams, who announced her retirement from tennis in a Vogue cover story for its September issue, has said she is ready to take time for her family, which includes daughter Olympia.

The four-year-old was on hand at NYFW, cheering on her superstar mother from the front row pre-show and sitting on her lap during the show.

As she looks down the line to what she wants to pass along to Olympia, Williams says personal pieces from her eponymous jewellery line, launched in 2019, are what she wants her daughter to have.

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In a tearful postgame interview after her last match at this month’s US Open, Williams said there is no her, in tennis, without older sister Venus Williams; that also extends to business.

“Venus has helped me out a lot. She knows how to run a business really well, and she’s really been super helpful for me,” Williams said.

Following the pre-show interview, models rocking S by Serena strutted onto a blue tennis court.

Williams on a billboard during the S by Serena event. Photo: Instagram
An outfit by S by Serena at the New York Fashion Week event for the brand. Photo: Instagram

As they lined up on the edge of the sporty runway, Williams joined them, standing shoulder to shoulder looking to the future. Game on.