About Us


Confident and dynamic styles, designed by Serena Williams. S by Serena is a modern fashion brand that celebrates the smart, sexy, sophisticated, strong, and stylish qualities of each person. On trend (but never trendy - there’s a difference!), approachable, and inclusive, S by Serena empowers you to look and feel your best.



S by Serena is for the person who is:
Knows who they are, and values fashion as a form of self-expression.

Confident in their uniqueness, and unapologetically themself.

Real, diverse perspectives, and always stands up for what’s right.

Never afraid to step up and make a statement, sartorial or otherwise.

Loves to be on-trend, but knows that personal style is always in fashion.
Serena Williams NYFW 2019
Serena Williams S by Serena NYFW 2019
Serena Williams and Anna Wintour NYFW 2019