The luxe sportswear brand EleVen owned by Venus Williams lands a new collection,” Prima Donna” in the market.
In an attempt to break the age old traditional white dresses associated with the lawn tennis with graffiti motifs and punchy hues, Venus has used some enchanting color scheme and designed to develop the collection.
The new line of women’s sportswear is designed using Ozone fibers, which protects UV rays and EleVen’s quick-drying and breathable Pro-Dri fabric.
“I wanted this collection to feel like something you’ve never seen before,” says Venus Williams, who cites EleVen’s sports bras as her favorite product from the line. “We used a bold graffiti print that you wouldn’t typically see at the Open, which speaks to the vibe of EleVen’s fall/winter season: do it all — and look great doing it.”
The new collection features neon-hued outerwear, stylish separates in pink and purple, printed tennis skirts, and a standout tennis dress with flattering ruched side panels. Williams will sport her latest designs during the upcoming US Open—her twentieth year competing in the tournament.
EleVen’s Chief Operating Officer Ilana Rosen, who joined the company in 2015, emphasizes Williams’ role in the company as head designer. ” Most athletic brands put out the same things season after season, the usual black leggings and grey sports bras,” she says. “Venus brings her vibrant personality and optimism to the design of the line: she has such a strong vision and needs to have the creative liberties to act on that.”
The team’s design ethos is simple: Williams creates what she wants to wear, drawing upon her sporting mastery to determine how EleVen’s performance sportswear should support the athlete. Customers can expect to see Williams’ take on streetwear in EleVen’s 2019 collections: “The pieces are going to be things you have never seen before from an athletic brand,” Rosen says. “The prints and colors are not for wallflowers.”
Within two years of EleVen’s reboot (the brand detached from shuttered retail company Steve & Barry’s, after which Williams led the brand independently), the line has successfully expanded internationally. “We partnered with Selfridges in London this summer and Lane Crawford in Beijing and Hong Kong last year,” says Williams, who made her US Open debut in 1997 at the age of 17. On top of the brand’s existing presence in New Zealand, Australia and Dubai, Rosen mentions “significant international expansion” in the works for 2019. EleVen is also branching out into more inclusive sizing through a partnership with plus-size activewear subscription box service Dia & Co.
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