Not content with world domination on court, Serena Williams is making her powerful presence felt in the world of fashion, writes Jane Rocca.
She’s worth millions for her on-court wins and off-court brand endorsements and, at 32, tennis champion Serena Williams shows no sign of letting up. Known for her ferocious energy, rock-star presence and an athletic build that’s put muscly curve back into her sport, Williams is one of few women from her generation who turn up the heat on court with daring fashion ensembles.
The towering star has never been shy of taking risks – she wore a faux leather catsuit at the US Open in 2002, a spot of denim and knee-high boots a few years later and, on another occasion, studded black hot pants that would make our Kylie do a backflip.
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The sport that has long been associated with crisp white shorts and tennis skirts gets a run for its money in the hands of Williams, who prefers to pepper her look with an assortment of colours.
Williams is blessed with star appeal beyond her serve and fans are obsessed with the 175.3-centimetre beauty, always curious about what she will wear when she next appears on court.
With more than 4 million Twitter followers hungry to witness her every move, the world No. 1 has inked a deal as brand ambassador with Australian underwear empire Berlei. It seems what’s worn under the outfit is just as important when you’re a sporting great. When the Australian Open comes to town in January, expect to see plenty of billboards with Williams modelling the new sports bras.
Williams discovered Berlei through her mother Oracene Price, who heads to Myer every year during the Australian Open to buy Serena and her sister Venus a selection of bras.
“I have been wearing Berlei bras for around five years,” Williams says.
“When Berlei heard my mum was buying their bras, they contacted my management. They originally gifted the bras and then we met with Berlei designers and started to choose colours that worked with my grand slam Nike tennis outfits and matching them accordingly. When they asked me if I would be the Australian ambassador for Berlei Sports, I thought, ‘Why not?’.”
This latest endorsement follows many lucrative contracts that contribute to Williams’ annual earnings of more than $US20 million a year, including prize money, according to Forbes magazine. Williams reportedly earns more than $US11 million a year with Nike alone – a deal she signed in 2004. She also earns a pretty penny from Gatorade and OPI nail polish, and has appeared in Apple iPhone advertisements.
Williams has won grand slam tournaments for 15 years and in February returned to the No. 1 ranking in women’s tennis, becoming the oldest woman to hold the top spot.
She knows her power extends beyond her mighty serve, but Williams is the first to admit she worked hard to get there. While most her age might have been out partying and living it large, this Michigan-born star dedicated her teens and 20s to professional tennis.
But long before she thought tennis would be a career choice, Williams wanted to be a fashion designer. She began sewing at three, curious to stitch leftover fabrics her mother had around the house. “My mother taught me how to sew and we used to make clothes for my dolls,” says Williams, who after 1993 was home-schooled with Venus by their father Richard.
In 1999, Williams started a three-year fashion design course at The Art Institute of Fort Lauderdale in Florida. She furthered her skills in sewing and sketching, and stitched up all aspects of the fashion business. “Studying fashion design was really a great experience,” says Williams. During my time there, I spent most of my course drawing, learning the construction of garments and gaining an understanding of the manufacturing end of the design business.”
At the end of her course, she launched her fashion label while still touring the world winning grand slam titles. The label, Aneres (her name spelt backwards) will relaunch in 2014, and Williams is said to be looking for an investor to help kick the brand along.
“Aneres is for the independent woman who works, enjoys life and is at the prime of her life,” Williams says. “It’s designed with fine quality and personality in mind and it reflects my style at its best: complex simplicity.”
The new collection focuses on women’s ready-to-wear casual pieces and swimsuits. Williams works on the brand from her home in Palm Beach Gardens in Florida, with a branch in Los Angeles, where she also has a home, and a warehouse in Florence, Italy. She also runs her accessories brand Signature Statement – a collection of handbags and jewellery that mainly sell through the Home Shopping Network in the US.
“I describe the accessories as feminine, classic and statement pieces,” she says. “I am intimately involved with the brand, create the designs and choose fabrics.”
When her schedule allows, she’s found sitting front row at fashion shows. She was recently seen at Burberry’s London show during Men’s Fashion Week, and counts designer and chief executive Christopher Bailey as a close friend. “I always enjoy checking out new lines and exploring other areas of fashion,” she says. “I think Christopher is a wonderful designer and Burberry’s come such a long way.”
She cites British high-street brand River Island as her label of choice for day wear – she’s a fan of Rihanna, the face of the brand. And when it comes to luxury couturier houses, she says Azzedine Alaia makes her top list for his use of fabrics and salubrious cuts.
Just as she is known to attract attention on court, Williams looked beautifully styled during a photo shoot at New York’s Central Park with her US Open trophy in September. Sporting a chic outfit with Lanvin gold belt, black Catherine Malandrino wool skirt and a black-and-white jumper, she looked flawless.
Is fashion something she would pursue if her tennis career came to an end? “I’m not sure if I would do it full-time, but it is a serious interest and something I will do more of when I finish playing professionally,” she says. “But that’s a while off as I’m loving my tennis. I cannot wait to play the Australian Open.”
While Williams won’t reveal what she will wear during the Australian Open, she is proud of her collaboration with Nike, which customises her outfits for each tournament. “The team at Nike are amazing,” she says. “We work closely together on the designs and colours of my on-court outfits. They know me and understand my needs and know I love to mix up and clash colours. They understand my love of classic lines and work with my shape. My look on the court is very much who I am. It’s one avenue where I can express my love of fashion and love of design.”
And then there is her love of fancy nails, which she showed off at the US Open; a bright-tangerine manicure with 3D nail art included. “It’s an expression of who I am and they didn’t get in the way of the US Open,” Williams says.
Of course they didn’t – she won the title in a nail-biting final against Victoria Azarenka, eight years her junior.
Newcombe Medal 2013
Australia’s top-ranked players Samantha Stosur and Bernard Tomic, along with Lleyton Hewitt, doubles pair Casey Dellacqua and Ashleigh Barty, and rising star Nick Kyrgios have been named finalists for the 2013 Newcombe Medal, awarded to Australia’s most outstanding tennis player.
“The Newcombe Medal is a special occasion that unites our nation’s tennis community at all levels,” says Tennis Australia chief executive Craig Tiley. “As well as recognising the achievements of Australia’s most outstanding tennis player, the awards celebrate the exceptional accomplishments and contributions of the many tennis communities, coaches, clubs and schools around the country.”
The awards will be held at Crown Palladium on December 2.
