Serena Williams has unveiled her first-ever line of children’s clothing. The tennis star is working with her daughters Olympia, 7, and Adira, 1, who are the collection’s headliners, in collaboration with Janie and Jack, experts in children’s fashion, to debut the collection.
This is the first time she has spearheaded a campaign with her daughters, who were included in her designs made for both boys and girls and range in age from infancy to 12.
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In a statement, Janie and Jack’s President and Chief Commercial Officer, Parnell Eagle, said, “Serena has been our dream partner since the moment she became a mother. We were so excited when we first saw her dress Olympia in Janie and Jack at Wimbledon.”
Eagle added, “Her vision and creativity brought a fresh perspective to every design, resulting in a collection that exudes her iconic style and celebrates family bonds. It’s been a privilege to work alongside Serena, and we’re excited to offer families timeless pieces that inspire connection and special moments together.”
The 43-year-old, who studied fashion at the Art Institute of Fort Lauderdale, told Essence, “I’ve been shopping at Janie and Jack since Olympia was born, so it feels really special to collaborate with them. I’ve always loved how they blend classic style with playful touches. Their clothes are beautifully made, but they also let my girls be themselves—comfortable and free to play, which is exactly what I want for them.”
She added that the colors and prints were inspired by the joys of spring—the carefree days of sunshine, exploration, and making memories with her daughters.
She emphasized that she hoped the collection would communicate the same spirit of playfulness, coziness, and easy elegance.
Williams said, “I’ve designed in different spaces before, but creating a children’s line felt really personal. Becoming a mom changed my perspective on fashion—I wanted to design something that reflects the joy, energy, and love that comes with this stage of life.”
She also told People, “Having my girls in the campaign was only right because this collection is all about family. Olympia had so much fun expressing her style, and Adira, even at her young age, loved being part of it in her own way. They were naturals.”
