Serena Williams Joins the See-Now, Buy-Now Movement at NYFW

Serena Williams took an L at the semifinals in the U.S. Open, but she definitely won on the runway at New York Fashion Week. The tennis pro presented her Signature Statement Collection for HSN yesterday in front of a star-studded audience, which included her sister Venus, Anna Wintour (a big fan of Serena’s), Ciara, La La Anthony, Iris Apfel, and Christina Milian, to name a few.

This season’s show had a decidedly feminist slant, with Williams adding a splash of Lemonade to the mix (yes, that Lemonade) by layering the album’s “Pray You Catch Me” over a spoken-word poem about the strength and diversity and resilience of women. Sia’s “The Greatest” and other tunes received similar treatment.

The pieces themselves appeal to the average HSN consumer (there was shearling outerwear, knit dresses, flowing tunics, we even spied a cape), clothes that take into consideration how the average woman dresses and, with the collection’s see-now, buy-now feature, how she shops. La La Anthony wore one of the season’s pieces to the show, gushing on Instagram about the “MAJOR” event and how much she loved the gray turtleneck dress Williams offered this go-round.

As for Williams, she wore a sheer bead-embellished floor-length dress, nipped at the waistline with a black ribbon. Williams’s collection (including her accessories collaboration with Diamonds Unleashed by Kara Ross) is available to shop now at HSN.com.

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