Serena Williams, the former tennis champion, has joined forces with the beloved children’s brand Janie and Jack to create an exclusive collection for young kids up to age 12. The collaboration, which has already garnered attention, features a campaign that stars Serena’s own daughters—seven-year-old Olympia and 18-month-old Adira—showcasing the vibrant new designs. With every item in the collection, Serena aims to celebrate family, style, and the precious moments that families share.
“I poured so much love into this collection, and I can’t wait for families everywhere to experience it,” Serena shared with excitement. The pieces are designed to bring joy and a sense of whimsy to children’s fashion, and to reflect the values that matter most to Serena: family and connection.
Serena revealed in an interview with WWD that the collaboration felt like a natural next step because she’s been a longtime fan of Janie and Jack, regularly dressing her children in their clothes. “I always post pictures of my kids, and they’re always wearing Janie and Jack,” Serena explained. “When I had Adira, I felt it was the perfect time to do something with them.”
She also shared how the partnership felt completely authentic. “I love them [Janie and Jack]. They’re at my local mall, and I like to go there and shop. It was very organic and just felt like a natural fit.” Serena recalled the initial conversation with the brand, saying, “Our first call was: ‘Are we really going to do this? This is crazy.’ It just felt so true to who we are, both sides.”
What drew Serena to the brand, aside from its proximity to her home, was the joy and playfulness embedded in their designs. “I feel like that’s the reason I love Janie and Jack so much—they bring so much joy and fun. Their stores are filled with colorful and whimsical pieces, and I just wanted to add to that magic,” she said.
For Serena, this collaboration isn’t just about creating clothes; it’s about crafting an experience, almost like a fairy tale through fashion. She hopes that every family who shops the collection will feel the same sense of fun and delight that she feels when dressing her daughters. With this special partnership, Serena Williams has successfully merged her love for family and style, bringing her personal touch to a beloved children’s brand.
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