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S by Serena Spring 2020 @
New York Fashion Week

Watch our discussion with Vogue Magazine's EIC Anna Wintour and view S by Serena's February 2020 collection at NYFW.

As Women, We're Expected To Do Everything

As an athlete, an entrepreneur, a daughter, a sister, a wife, and now (wow!) a mother, I know it’s not always about perfection, but being prepared for whatever life throws in your direction.

Introducing Serena

We celebrate and champion all women and empower our customers (both women and men) by using our popular hashtag, #BeSeenBeHeard. Our goal is to amplify their inherent greatness with clothes that are unapologetic and beautiful – pieces that women feel confident in, that reflect their truest selves.


Every woman's success should be an inspiration to another. We’re strongest when we cheer each other on. I dedicate this collection to everyone who’s ready to rep their S.
Together, we got this.