NEW YORK, NY (September, 10, 2019) – Today Serena Williams, mother, athlete, designer and entrepreneur, debuted her S by Serena Autumn/Winter 2019 collection during NYFW at Klarna STYLE360. Inspired by Williams’ love for fashion and vision to build a global community of dynamic women, the collection features accessible, versatile pieces that amplify our inherent greatness and champions all women to unapologetically #BeSeenBeHeard through their creativity and individuality.
The runway show featured the entire Autumn/Winter2019 collection in a “see now, buy now” format. For a limited 48 hours following the runway show, the entire collection is available for purchase on www.serenawilliams.com. After this limited drop, the collection will return to the site in the Fall.
Drawing inspiration from the era of 1990’s street fashion mixed with sleek modern times, the collection is a celebration of Williams’ hustle, strength, and rise to the top. The collection includes dresses, tops, bottoms, outerwear, and jumpsuits in various animal prints, neons, jewel tones and special occasion sequins. Pieces range from $59 – $229 USD. Select dresses, coats, jumpsuits, leggings and pants will be available in extended GREAT sizing (1x-3x).
“This collection is a celebration for those who break limits, boundaries and tradition,” said Williams. “This is designed for people who turn fear into courage and doubt into confidence — from indomitable mothers, daughters, and sisters to resilient business owners and entrepreneurs, young girls with crazy dreams, and women of color who show no fear in the face of adversity or challenge.”
The event was star studded including Serena’s good friends Lala Anthony and Kim Kardashian were both there to show their support. At the end of the show, Serena emerged from backstage dressed in matching black-and-white attire with her lovable 2-year-old daughter, Alexis Olympia. It was beyond ADORABLE!!!
About S by Serena
Launched in 2018 by athlete, entrepreneur, mother and icon Serena Williams, S by Serena is an inclusive fashion collection for confident women of all ages. Featuring accessible, versatile pieces, the S by Serena line encourages women to express creativity and individuality through their fashion choices. Inspired by Williams’ love for fashion and vision to build a global community of dynamic women, the collection seamlessly brings these two concepts together through bold apparel including dresses, denim, jackets, leisure wear, tailored pieces and more. The collection is available exclusively online at serenawilliams.com and select pop up shops around the world. #BeSeenBeHeard
Started in 2004, this modest fashion platform launched out of the gate as a stage for some of today’s leading fashion brand designers like Rodarte, Rebecca Minkoff, Patricia Fields, and Zaldy. Over the decade, and after a name change as well, STYLE360 New York Fashion Week has evolved into a launching pad for trending and celebrity designers such as Avril Lavigne, Daisy Fuentes, the Kardashians, Eva Longoria and Kristin Cavallari to name a few. Likewise, fashion industry elite supermodels have graced STYLE360’s stages and venues including Karolina Kurkova, Naomi Campbell, Carol Alt, Tyson Beckford, Kendall Jenner and Jessica White, as well as countless celebrities including the Kardashians, Brooke Burke, Brittany Snow, Gerard Butler, Chris Noth, Tommy Hilfiger, Lauren Conrad, Rosario Dawson, and dozens more. An element that always separates STYLE360 shows from the usual fashion week clutter, are the high-profile musical performances each Season. Highlights from the past ten years include performances by Austin Mahone, Wyclef Jean, Natasha Bedingfield, JoJo, Neon Trees, Cher Lloyd, Estelle and appearances by music legends like Richie Sambora, Slash, Kanye West, Ne-Yo, Pete Wentz, Rick Ross and many more.
It’s all about smoooth (yes, with 3 ooo’s). Klarna is Europe’s leading payments provider and a newly-licensed bank, which wants to revolutionize the payment experience for shoppers and merchants alike. Founded in Stockholm, Sweden, in 2005, the fintech unicorn gives online consumers the option to pay now, pay later or over time – offering a trusted, frictionless and smoooth checkout experience. Klarna now works with 100,000 merchants to offer payment solutions to users across Europe and North America. Klarna has 2,000 employees and is active in 14 countries. www.klarna.com. @klarna.usa