.serenawilliams is indeed best known for the sport she's been playing (and dominating) since the '90s, but she reminded the audience that fashion has been a longtime love and ambition of hers as well.
"I have been doing fashion since 2000. I've been doing this a really long time — more than people actually realize."Author:Ana ColónUpdated:Feb 12, 2020Original:Feb 12, 2020"I have been watching you play tennis since you were a teenager," Anna Wintour said at the beginning of her conversation with Serena Williams at Spring Studios, where the athlete would be presenting her Spring 2020 see now, buy now collection for her line, S by Serena.
Williams explained that she wanted to change up the format for her S by Serena collection reveal — she hosted a runway show last season that was attended by Wintour, Ashley Graham and Kim Kardashian West — because she wanted the opportunity to speak to her technical background in design and her longtime love of fashion.
On her on-court fashion"I'm trying things out — sometimes, they are a miss. But that's okay. I think it's so fun, to have fun with fashion. In my sport, I have a great opportunity to play in something really wild and really fun, and really express myself. Sometimes, people only see me on the court. That's where I'm like, 'This is me. I love fashion. This is what I want to do. This is how I want to express myself.
On cultivating an authentic brand on social media"With social media — us in particular — we put a lot of our time behind people really seeing what the brand is about, how people from everyday walks can look in the brand, how they can represent it. My family, they do it because I’m like, 'You guys have to do it, there's no other option. I need you guys here.' And they come through every single time and it's really amazing. But it's also a different way for marketing.
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