Serena Williams présente sa collection de vêtements

Quand Serena Williams se lance dans une nouvelle activité, on peut être surs que la légende du tennis féminin ne fera pas les choses à moitié. La collaboration avec HSN, site internet de vente en ligne, ne déroge pas à la règle puisque Serena Williams a décidé de s’associer au site proposer un événement unique où se mêlent digital, real life et business.

En effet, le 15 septembre prochain, lors du KIA STYLE360 New York Fashion Week, Serena Williams et HSN dévoileront la collection de prêt-à-porter signature de la numéro 1 mondiale de tennis. Ce défilé de mode sera diffusé en ligne sur et offrira une expérience « Front Row » au public sur la toile. Dans les minutes qui vont suivre la fin du défilé, les produits de la collection seront disponibles, à l’achat, sur le site de


« Tout au long de ma vie et de ma carrière, j’ai toujours cru et pensé qu’il fallait constamment repousser les limites… que ce soit dans le tennis, dans le business et dans la mode! » s’est exprimé Serena Williams. « En offrant ma collection signature uniquement et exclusivement via un distributeur aussi innovant qu’HSN, j’ai la capacité à parler directement avec mes fans. Cette année, mon défilé est diffusé en direct et vous pourrez acheter en direct les produits de ma collection. Je suis vraiment excité par ce projet, sachant que c’est une véritable première dans le monde de la mode. »


Avant la diffusion, Serena organisera un Q&A en direct sur Periscope (#SerenaonHSN) où les fans pourront avoir un peu d’informations sur l’envers du décor et découvrir les inspirations qui ont abouti et mené à la confection et réalisation de sa création. Après le défilé, Serena retournera sur Periscope pour répondre aux questions des fans et lancer une compétition où les gagnants recevront une pièce originale de la collection.

Avec ses 26 looks dont 14 directement disponibles durant le défilé, Serena Williams s’offre une nouvelle fenêtre d’exposition et de visibilité médiatique sur le digital grâce à ce dispositif innovant avec le site A noter qu’à date, Burberry a été la marque précuseur dans la création de dispositif mêlant défilé de mode, diffusion sur le digital et mise en place de solution d’achat, emboité par Etam début 2015. L’orientation prise par Serena Williams est à la fois surprenante et logique tant nous ne l’attendions pas dans ce domaine, mais au final et mis en perspective de sa carrière, de l’évolution du branding des stars sur le digital et les réseaux sociaux et bien évidemment de l’aspect business inhérent au dispositif, il était logique de voir Serena Willliams au premier rang.

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