Tennis champion Serena Williams has designed a limited-edition collection for kidswear brand Janie and Jack, owned by Go Global Retail. The campaign features Serena Williams and her daughters, Olympia, 7, and Adira Ohanian, 18 months.
Serena Williams Designs A Capsule For Janie and Jack
Designed for children up to 12 years old, the limited edition collection offers resort-ready apparel, swimwear, and accessories in bold, vibrant colours with sunset-inspired ombré designs, drawing inspiration from Williams’ favourite colour, pink, vacation-inspired prints and silhouettes reminiscent of her childhood. The collection also includes coordinated mommy-and-me styles and a re-creation of Williams’ childhood tennis look. The collection includes 35 styles, retailing from $18.50 to $175. is available at janieandjack.com, and in Janie and Jack stores in the U.S.
“As a longtime fan of Janie and Jack, I’m thrilled to bring this collection to life alongside my girls,” said Williams in a company release. “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.”
“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,” explained Parnell Eagle, president and chief commercial officer at Janie and Jack. “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.”
Serena Williams Designs A Capsule For Janie and Jack
Serena Williams’ tryst with fashion
In 2018, Serena launched her eponymous fashion label ‘Serena’ (also referred to as S by Serena), with a 12-piece capsule including vintage-inspired denim and slip dresses. Additional drops of the debut collection were released throughout summer and fall—with a total of 75 new styles. That year she also collaborated with Nike and Virgil Abloh on a tennis-wear capsule called the “Queen” collection. The line included a one-shoulder black tennis dress with a tulle skirt worn by Serena at the US Open, which emphasised her bold style and sporty elegance. The collection also extended to footwear such as the Nike Court Legacy, Air Max Koko and RYZ 365 2 styles that carried her design input and branding through the Serena Williams Design Crew initiative.
In 20218 Serena Williams also launched beauty brand Wyn Beauty after she identified a gap in the market for makeup that could withstand the demands of an active lifestyle. Collaborating with the Good Glamm Group, a beauty incubator based in India, Williams developed a line of products that are both performance-driven and skin-loving. The brand’s official launch in April 2024 featured a 10-product collection, including items such as the MVP: Most Versatile Pigment Multifunction Lip and Cheek Color and the Featuring You Hydrating Skin Enhancing Tint SPF 30.
These products are designed to offer long-lasting wear, catering to individuals with active routines. “My mission was to create a space I’ve always craved, where active beauty is celebrated and makeup is made to move in. Beauty should be fun, a source of extra confidence that lets you focus on everything else that matters to you. These are products for everyone who knows they don’t have to pick between looking and performing their best,” she explained on the official website.
Serena by Serena Williams
About Janie And Jack
Janie and Jack is a small design house with every kid at its heart—because individual style starts early. “We tell stories each season, some familiar and some new. Inspired by the places we go, the people we admire and all the unexpected stuff in between, our collections feature modern twists on classic fashion. With everything we do, we hope to make your life a little more special,” per the official website. “We make clothes that last. Keepsakes that can stay with your family or be handed down for someone else to love. From our soft-washed linen to quilted matelassé for baby, we source timeless fabrics that feel as good as they look. Hand-painted florals. Vintage toile discovered at a flea market in Paris. We love incorporating special prints and patterns you can’t find anywhere else. An eyelet ruffle here, some embroidery there. These thoughtful touches are what set our clothes apart and what make your family’s style stand out.”
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
