“Strength, Survive…”: Serena Williams Defines the Deeper Meaning of S by Serena

Published 12/18/2020, 6:00 AM EST
Serena Williams attends The 2019 Met Gala Celebrating Camp: Notes on Fashion at Metropolitan Museum of Art on May 06, 2019 in New York City. (Photo by Dimitrios Kambouris/Getty Images for The Met Museum/Vogue)


Former World No. 1 Serena Williams is known best for her performances on the tennis court. Having held the top spot in rankings, both in singles and doubles, she has done it all. She has won every Grand Slam, on multiple occasions, in both singles and doubles. 

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Besides her activities on the court, Williams has been very involved in things not related to tennis. Over the years, Serena has always kept her fans looking out for her outfits at the Grand Slams. In 2019, Serena made her interest in fashion visible when she launched the first collection of her sustainable clothing line, S by Serena. It was inspired by 1990s streetwear. S by Serena collections are shown on a range of body types and sizes, highlighting the line’s focus on inclusivity.

MELBOURNE, AUSTRALIA – JANUARY 26: Maria Sharapova of Russia congratulates Serena Williams of the United States on winning their quarter final match during day nine of the 2016 Australian Open at Melbourne Park on January 26, 2016 in Melbourne, Australia. (Photo by Quinn Rooney/Getty Images)

Serena Williams has a huge fan following

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In an article for Fast Company, Nicole Laporte wrote, “What Is Your S?, which was an invitation for consumers, including Williams’s millions of social media followers, to share personal experiences and perhaps purchase an S logo pin or T-shirt. Williams defined her own S’s as “strength, survival”, and “sometimes just overall being strong.””

Williams has also said that one of the objectives was to focus more on society while not keeping profit as the focal point. She said, “From day one, S by Serena has been about community and not about money. Obviously, we do need to stay afloat. We also want our customers to be happy when they’re wearing our clothes.”

During the pandemic, things got really difficult for Williams and she had to put a hold on spending. Serena was very swift to act and started using used fabric from in-stock items to make masks with the S logo.

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The 23-time Grand Slam winner said, “Retail’s the last business, quite frankly, that you wanted to be in when this happened. But you can’t give up, and you have to think of a second way.”

Over the years, Williams has enjoyed success in all her endeavors. Coming to tennis, the 2017 Australian Open champion will be seen in Melbourne for the first major of the new year. 

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Rohan Kollare

727 articles

Rohan Kollare is a tennis author for EssentiallySports. Rohan has a post-graduate diploma in Sports Management and a trophy cabinet adorned with accolades won in district and state-level tennis competitions. He has previously worked in Content Operations for Disney’s Hotstar for over a year, covering tennis and Formula One.

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