Nike unveils the Serena Williams Design Crew collection

Nike unveils the Serena Williams Design Crew collection

By Cecilia Matanatabu
Monday 23/08/2021
Serena Williams and Nike are set to launch a new collection of performance apparel, shoes and accessories. [Image: harpersbazaar.com]

Working with ten upcoming designers, Serena Williams and Nike are set to launch a new collection of performance apparel, shoes and accessories to round out the first edition of the Serena Williams Design Crew apprenticeship program.

The collection is set to feature jumpsuits, shorts, t-shirts, a collection of shoes and more, all designed for the purpose of tennis performance. Designs are adorned with bold graphic prints, with the occasional burst of colour, each aimed to capture Serena Williams’ personal style and legacy. One jumpsuit features a bold pattern inspired by the African Kente cloth, an element that is carried throughout parts of the collection.

A description of one of the bodysuits reads: “The Serena Williams Design Crew Bodysuit immortalised every year she’s won a grand slam on the smooth tape down each side. An asymmetrical turtleneck overlay and artfully incorporated breathability exemplify the craft and creativity that characterise the ten designers behind the Serena Williams Design Crew.”

On the player’s role in the program, Nike vice president and global creative director, Jonathan Johnsongriffin, said in an interview on the brand’s site: “Serena has been so committed to the program. She wants to meet each apprentice. She wants to see their portfolios. She wants to be a part of the briefing of the product. She wants to be a part of the design reviews.”

instory-sm

The design crew initiative was set up by Nike and Williams in 2019. Its aim was to bring together a select group of upcoming designers to take part in an apprenticeship program that promoted diversity in design. Following a six month design curriculum, the group designed the performance and lifestyle clothing and accessories inspired by Williams and her career.

“Sports are a conduit to attributes that make the world better,” said John Hoke, Nike’s chief design officer. “Sports fuels self-empowerment, confidence, kindness and connection. That means every program we create, whether Selena William’s Design Crew or Women in Nike, and every product we create are all connected in their nature of empathy. That’s a way we can open the aperture up and have an even deeper impact when it comes to designing for all athletes.”

Nike has already announced the second edition of the apprenticeship project, this time working alongside eleven Chicago based apprentices.

[Source: fashionuniteduk.com]



Latest Videos

Stay tuned for the latest news on our radio stations

CFL radio frequencies
IN DEPTH
Womens Rugby World Cup 2022
Quarter-final qualification is now the goal for the Rooster Chicken Fijiana 15’s following their 21-17 victory against South Africa.
105 days ago

Queen Elizabeth II passes away
Queen Elizabeth II, the UK's longest-serving monarch, has died aged 96, after reigning for 70 years.
135 days ago

Fiji wins Melrose Cup after 17 years
Fiji wins the RWC 7s title after 17 year drought
137 days ago
FEATURE NEWS
FNPF paid out $467 million to its members in the 2021/22 financial year - CEO
The Fiji National Provident Fund has paid out a total of $467 million to its members in the 2021 to 2022 financial year, a decrease of $33.8 million f...
35 seconds ago
LATEST NEWS
Murder accused to face court
The man alleged to have murdered a 35-year-old farmer during an argument out at sea between Laucala Island and Taveuni last week has been ...
31 minutes ago

Body of man found under Vatuwaqa bridge identified
A relative of the man whose body was found under the Vatuwaqa Bridge earlier this week has come forward. Police say the victim has been identified ...
32 minutes ago

Rihanna to perform at halftime of the Super Bowl
Rihanna will perform at halftime of Super Bowl 57 on the 13th of this month. The NFL is going back to the traditional setup of a singular act ...
3 hours ago

FBI search President Biden's Delaware home over classified documents
The FBI is searching President Joe Biden's home in Rehoboth (Reh-Ho-Berth), Delaware as part of an investigation into classified documents. In a ...
3 hours ago

Year 8 exam results out today
Fiji Year Eight Examination provisional results have been released today as the Education Ministry has recorded a 62 percent pass rate compared to 69 ...
4 hours ago

TOP