Serena Williams has designed a limited-edition collection for the childrenswear brand Janie and Jack.
The retired tennis star was asked if she wanted to collaborate with the U.S. company after she posted pictures of her daughters Olympia, seven, and Adira, 18 months, wearing Janie and Jack clothes on social media.
Their partnership has resulted in a 35-piece spring collection for children up to 12 years old. The line features resort-ready garments, swimwear and accessories, as well as two mummy-and-me coordinated styles and a recreation of the star's childhood tennis outfit.
"I was really nervous about it. They have a wonderful team and they have a wonderful designer who was able to help me through that process. And it was cool. I've designed adult clothes and sportswear, but I've never done this," she told WWD of her latest venture.
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"Our initial call was, 'Are we really going to do this? This is crazy.' It was so authentically us on both sides. And my girls love the products."
Serena's daughters also posed with her for the campaign, while Olympia helped pick what designs to put in the collection.
"I actually asked her. There were some choices. When we were narrowing down the collection, I actually asked her which one she liked better. Thankfully it was the same one I liked better," the 43-year-old noted.
While she is best known for sports, Serena has a background in fashion design as she studied it at the Art Institute of Fort Lauderdale in Florida from 2000 to 2003. Many years later, she launched her own clothing brand, S by Serena, in 2018.
Her Janie and Jack collection is now available to purchase in-store and online.
