"QUEEN." "LOGO." "SERENA."
These seemingly nonsensical upper-case words are set to redefine sporting uniforms when Serena Williams steps onto the court at the US Open later this month.
The champion has collaborated with arguably the world's hottest designer of the moment, Virgil Abloh, to create her looks by Nike.
Williams has worn Nike for many years, including the 2014 suit jacket (in the style of Roger Federer), the 2002 "Catwoman" outfit and even a denim skirt in 2004.
But many are already predicting this year's kit, by the brains behind Off_White and more recently Louis Vuitton menswear, will be her most memorable – and commercial – yet.
Photos posted on Williams' social media accounts overnight revealed the signature piece, a one-shouldered black dress with yet another of Abloh's signature one-word logos: "LOGO."
Williams will pair the dress, which features a tulle skirt, with a jacket and customised shoes.
The skirt may also be seen as a nod to Williams' practice of ballet, which she does as part of her training regime and has featured in an advertisement for Berlei, for which she is an ambassador.
Abloh told Vogue that it was a collaborative effort between himself and Williams.
“This is very far from a design-by-numbers project. As you can tell by her personality in her play, she’s very much involved in her aesthetic. She has a level of creativity with how she expresses herself in terms of clothing in any event, so I made everything with her logic in mind. We traded images and there was a lot of back-and-forth to get this done in short order.”
In response to news of the collaboration, Williams and Abloh fans alike shared their elation. Some commentators called it a mix of “power and grace”.
Fans will be able to buy some of the pieces from Nike outlets in New York City from late August. No doubt some will find other, off court, uses for the dress, which will retail for $US500 ($687).
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