Like the remainder of the world, Serena Williams’ often hectic journey schedule has been primarily derailed by the pandemic. And whereas she’s cherished her time at house in Florida along with her husband and daughter Alexis Olympia, that isn’t stopping the tennis nice from dreaming about when she will be able to as soon as once more go to far-flung locations — and she or he’s bringing her followers alongside on her fantasy journey.
Today, Williams will unveil her newest assortment for Away, the baggage and equipment model, with a colourful marketing campaign the place she and items from the road are superimposed in entrance of reimagined landmarks such because the Trevi fountain, the Eiffel Tower and Miami’s South Beach.
This is her second line for the model and the marketing campaign is meant to assist vacationers prepare for once they can journey safely once more. The Away x Serena Williams assortment consists of polycarbonate suitcases, luggage and equipment that includes a customized print meant to replicate Williams’ fashion. A children’ carry-on, pet provider and packing cubes are provided together with new silhouettes together with a convertible backpack tote and a jewellery sleeve.
“I can’t remember a time when I haven’t needed to jump from city to city for tennis and work, and I’ve come to cherish this extra time at home,” Williams instructed WWD. “Spending time with my family is when I am at my happiest, and while ‘work from home’ has its own set of challenges, I focus on keeping a schedule and routine to make sure I can juggle everything.”
Since the pandemic shut down most sports activities and journey some 10 months in the past, Williams mentioned she’s principally been staying at house. “My daughter and I like to make use of our imaginations to go anyplace we wish from the consolation and security of our yard. The zoo has turn out to be our new favourite place ‘to go.’ This time has actually allowed us to attach and play collectively, so I’m very grateful.
“We had a lot of fun with this idea when doing the photo shoot for this collection. We really playfully re-created some of my favorite cities using backdrops, props and even a kiddie pool. While stuck at home, it’s been really fun to get creative and figure out new ways to satisfy our wanderlust.”
But Williams continued to coach even throughout the sports activities shutdown.
“I have a natural drive that keeps me going day in and day out. Whenever the competitions return, I’ll be ready. Plus, I’ve found fun ways to train with my daughter, and she’s already got a pretty good serve!”
After six months, Williams, who’s chasing the singles Grand Slam document, returned to restricted competitors final 12 months, taking part in a event in August in Lexington, Ky., adopted by the U.S. Open in September, the place she misplaced within the semi-finals. She additionally made the trek to Australia this month for that nation’s Open.
“As a competitor, I am thrilled to be back on the court, but I’m naturally very cautious about my health. Strict protocols and safety measures are in place at tournaments [to ensure they are] as safe as possible, and personally, I’m taking every precaution I can to stay healthy.” Williams has a historical past of blood clots and pulmonary embolisms and was on bedrest for six weeks earlier than giving start to her daughter in 2017.
So along with competing and quarantining, Williams additionally discovered time to design the gathering for Away, a model she’s admired for a while, and first partnered with final February. “I fell in love with Away lengthy earlier than we determined to turn out to be companions. I would like baggage that’s versatile, purposeful, and trendy, so I knew Away would be capable to convey my imaginative and prescient to life.
“For the last collection, I focused on creating bold interiors, designing a vibrant camo pattern, coupled with a bold red exterior. For this collection, my goal was to bring that same ‘wow factor’ to the exteriors. The colors and prints in the collection were inspired by my travels — specifically, the beautiful blues and greens of the ocean and the intricate details of architecture in Rome.”
Williams believes the tip result’s that the gathering “strikes the perfect balance between function and style. Versatility is important to me, so we included bags like the Convertible Backpack Tote and the Front Pocket Sling Bag that can be worn or carried multiple ways. Traveling as a family is also top of my mind, so there is a Kid’s Carry-On and a Pet Carrier included in this collection as well. There’s really something for everyone.”
Williams mentioned she hopes the gathering “will hopefully inspire people to get excited for their future travels. Like many people, I’ve been dreaming of the world opening back up, and this collection is already inspiring me to plan some new adventures when it’s safe.”
Looking forward, Williams mentioned she’s “always working on something and I’ve managed to stay very productive during quarantine. There are definitely a few things coming up for me, but nothing that I can share just yet.”
The Away x Serena Williams assortment launches Jan. 28 on the model’s e-commerce web site in addition to at its shops.