Serena Williams Launches First-Ever Children’s Collection with Janie and Jack
Tennis legend and entrepreneur Serena Williams has debuted her inaugural children’s clothing line, Serena Williams x Janie and Jack, a 35-piece spring collection celebrating family bonds and vibrant self-expression.
Tennis legend and entrepreneur Serena Williams has debuted her inaugural children’s clothing line, Serena Williams x Janie and Jack, a 35-piece spring collection celebrating family bonds and vibrant self-expression. The limited-edition line, available since March 12, 2025, at Janie and Jack stores and online, marks Williams’ expansion into kids’ fashion after years of dressing her daughters, Olympia (7) and Adira (18 months), in the brand.
"As a longtime fan of Janie and Jack, I'm thrilled to bring this collection to life alongside my girls," said Serena Williams. "I poured so much love into this collection and can't wait for families everywhere to experience it."
Where Love Meets Style
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The Spring 2025 collection features resort-ready apparel, swimwear, and accessories designed for children up to age 12, with prices ranging from $18.50 to $175. Key pieces include:
- Mommy-and-me dresses in Serena’s signature pink, inspired by sunny getaways.
- A reimagined version of her iconic 1992 childhood tennis outfit, now in sunset ombré hues.
- Vacation-inspired prints, crochet separates, and playful accessories like a pink tennis ball-shaped bag.
- Sizes from 6 months to 12 years, with extended sizes up to 16 available online.
“Every piece is designed to celebrate family, style, and the special moments we share together,” Williams said in the launch announcement.
Inspiration and Collaboration
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The collaboration was sparked by a viral moment at Wimbledon, where Williams dressed Olympia in Janie and Jack.
Parnell Eagle, President of Janie and Jack, called Williams a “dream partner," adding:
"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."
Family-Driven Campaign
- Olympia’s involvement: The 7-year-old helped select colors and patterns, favoring bold pinks and florals.
- Campaign debut: Williams and her daughters star in the campaign, their first joint photoshoot.
Celebrity Kids’ Lines and Retail Expansion
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The launch aligns with Janie and Jack’s strategy to become a one-stop family destination, following its acquisition of maternity brand HATCH and expansion into home décor and toys.
Kidwear Industry Trends
- Celebrity kids’ collections: Brands like Beyoncé’s Ivy Park Kids and North West’s collaborations highlight growing demand for high-profile, family-focused lines.
- Sustainable kidswear: Reusable, eco-friendly designs are prioritized by 68% of millennial parents, per Nielsen 2024 data.
Looking Forward
Williams, who studied fashion design in the early 2000s, sees this line as a bridge between her athletic legacy and parenting journey. “Fashion creates memories,” she told Marie Claire, emphasizing functionality and joy.
For Williams, this venture adds to her portfolio, which includes beauty brand Wyn Beauty, wellness line Will Perform, and production company Nine Two Six Productions. Janie and Jack gains star power to compete with rivals like Ralph Lauren Children and Crewcuts. As families embrace spring travels, the collection positions Janie and Jack to capitalize on the $12.3 billion global kidswear market, proving that Serena’s influence extends far beyond the tennis court.
