From glossy magazine covers to a generation-defining on-court style, Serena Williams wowed at the US Open on Friday, rewriting the fashion book for female athletes in while building an empire of its own.
The 23-time Grand Slam winner chose the bible of women’s fashion, Vogue, to declare that she has “evolved out of tennis”. before stepping out onto the court in her stunning Nike sneakers at this week’s US Open under the watch of magazine greats, Anna Wintour.
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Queens fierce competition put on a brave performance in what many expected to be her final tournament, losing in the third round 7-5 6-7 (4) 6-1 before Ajla Tomljanovic with her legacy as a solid cultural icon. in place.
“Style and sport are always inextricably linked, but no athlete has embraced the power of fashion like Serena Williams,” Katie Abel, executive editor of Footwear News, told Reuters.
“She never shies away from boundary-breaking looks, on or off the court, and always knows how to send a message, even when it’s controversial.”
She rose to fame competing at Flushing Meadows in a denim skirt in 2004 and ruffled at Roland-Garros in 2018, when she donned a black ensemble to keep her circulation going after. when developing blood clots in the days after birth.
After the organizers said they would ban clothes length from their clay court, Williams supporters wept. Williams quipped to the Associated Press: “When it comes to fashion, you don’t want to be a repeat offender.”
Katie Lebel, a gender equality researcher in sport and an assistant professor at the University of Guelph, said the moment was an instant classic and showed she can harness fashion to disrupt Current Status.
“Sexism has become pervasive when it comes to women’s clothing… Expectations around what female athletes will look like are particularly rife with that,” she said.
“Into Serena and she was against all of this. I think she really rethought (about) uniform standards for women in tennis. “
Serena and her sister Venus brought Black style to the overwhelmingly white sport when they first hit the field professionally in the 1990s, facing criticism for wearing braids in competition.
Williams wore this style when she won her first Grand Slam in New York. The photos of her daughter Olympia in identical braids in the stands at this year’s Flushing Meadows were immediately sensational.
“From the moment Serena and her sister Venus stepped onto the court with their signature braids… they have been role models for Black women and aspiring female athletes everywhere,” Abel said. Abel said.
‘GLAM SLAM’
Williams’ friendship with the late Louis Vuitton artistic director Virgil Abloh resulted in one of her most memorable US Open uniforms, the ballerina-inspired soccer jersey on in 2018, when she almost won her 24th major title equaling the record but missing the final.
While her run at the US Open is over, her work in New York has just begun, with a “Glam Slam” preview of her new look from her S by Serena brand being released. plan for September 12 to coincide with New York Fashion Week.
And her retirement from competitive sports is expected to have little impact on her brand value – with Nike planning to continue its partnership with the 40-year-old.
“Williams may be retiring from tennis, but I guess her influence on fashion is just beginning. Without her grueling workout schedule, I think she would have had more time and energy to focus on this category,” said W Magazine Fashion Director Nora Milch.
A true out-of-court fashion mogul, Serena was named to the board of shopping app Poshmark in 2019, opening her own wardrobe alongside products from Olympia to customers across the globe. fashion market.
Manish Chandra, founder and CEO at Poshmark says Williams has inspired several other female entrepreneurs to sell on the app with her unique voice and perspective.
“As an advocate for women’s empowerment, Serena leads with love and helps ensure that our Poshmark community is front and center in everything we do,” Chandra told Reuters. .
“Her accomplishments and visions in the areas of business, fashion and entrepreneurship have made her the perfect fit for our board… She leads with humility, kindness, and honesty.”
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