Tennis icon and entrepreneur Serena Williams has partnered with Janie and Jack, a premium children’s fashion brand owned by Go Global Retail, to design a limited-edition kidswear collection for Spring 2025.
Drawing inspiration from her strong family values and deep bond with her daughters, Olympia (7) and Adira (18 months), the collection reflects Williams’ passion for fashion and motherhood. Her daughters also appear alongside her in the campaign, reinforcing the collection’s theme of family and connection.
A Fusion of Style, Nostalgia, and Functionality
Designed for children up to 12 years old, the collection offers resort-ready apparel, swimwear, and accessories, featuring bold, sunset-inspired ombré tones influenced by Williams’ favorite color—pink. The pieces incorporate vacation-inspired prints and nostalgic silhouettes, evoking memories of Williams’ own childhood while maintaining a contemporary appeal.
In a statement regarding the collaboration, Williams expressed her enthusiasm:
“As a longtime fan of Janie and Jack, I’m thrilled to bring this collection to life alongside my girls. Every piece is designed to celebrate family, style, and the special moments we share together. I poured so much love into this collection and can’t wait for families everywhere to experience it.”
The collection includes two exclusive mommy-and-me styles, emphasizing the special bond between parent and child. Additionally, it features a modernized version of Williams’ iconic childhood tennis outfit, along with a range of stylish yet functional pieces such as printed shorts, skirts, tops, striped dresses, woven sneakers, and a tennis ball-inspired handbag.
Availability and Pricing
The Serena Williams x Janie and Jack collection will be available globally through janieandjack.com and at Janie and Jack retail locations across the United States. Pricing for the collection ranges from $18.50 to $175 (approximately £15 to £145).
A Strategic and Visionary Collaboration
Parnell Eagle, President and Chief Commercial Officer at Janie and Jack, highlighted the significance of this collaboration:
“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. 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 Serena Williams x Janie and Jack collection merges high fashion with practicality, making it a noteworthy addition to the brand’s portfolio. Through this collaboration, Williams continues to expand her influence beyond sports, further solidifying her position as a trendsetter in the fashion industry.
