Connect with us

Business

Serena Williams next luggage collection with Away is set for Release

Published

on

Serena Williams Away Luggage Collection

Few people travel more than tennis great Serena Williams, so collaborating with travel startup Away on luggage collections was “the perfect piece to a puzzle in the Serena brand,” Williams said. “I couldn’t think of something that was more authentic and fit someone like me in a better way,” she said of the pairing. “To play tennis is to travel.”

 

Williams and Jen Rubio, co-founder and president of Away, were interviewed by Glamour editor-in-chief Samantha Barry during 100,000-attendee online conference Web Summit.

Serena Williams Away Luggage Collection

The two female entrepreneurs talked about their first meeting to discuss a partnership possibility. Williams’ daughter Olympia was newly born and the tennis star said she was having “a mess of a day,” which resulted in her showing up more than two hours late. She apologised and explained how hectic life was, and it’s been a successful match since then.

Rubio said it’s hard to know how hands-on a celebrity collaborator will be, but Williams – who is a successful designer in her own right, and a startup investor – “was on a whole other level.”

“She came to us with her own mood boards, and her love for fashion and design came through in a way that it hasn’t with other partnerships,” Rubio said.

Serena Williams Away Luggage Collection

Williams said that, in working with the Away design team, she wanted red to be the dominant color because it would stand out against the sea of black suitcases, and embody her fierce, bold spirit.

“I love bold colors. I have a bold personality; I do bold things,” she said. ” And what better color to travel with than one of the most bold colours that you can think of?”

When asked about the challenges of this year, in which travel has largely been grounded, Rubio said the pandemic has been tough for any business, but being at “the intersection of travel and retail is pretty much the worst place to be.”

Serena Williams

Especially in the beginning of the global pandemic, Rubio said it was important for Away – even though it’s a company built around travel – to take a position of discouraging people from traveling.

“I think it’s irresponsible for anyone in the travel industry to be encouraging travel at this time,” she said. “But if you have an open conversation with your community and your customers, you can weather this.”

Early on in the pandemic, Away actually saw that – without trips on the horizon – its customers employed creative use cases for suitcases as standing desks or as workout apparatus, which was “really fun to see”. And now the company is noticing an uptick in road trips, customers temporarily moving to places with more space in which to quarantine, and an increase in pet carrier sales as people adopt pets at high rates.

Serena Williams Away Luggage Collection

Williams, talking about not being able to travel to the degree that she usually does, said she tries to find small happy moments and that she’s savouring time at home with family.

“One happy moment has been spending a lot more time at home, because I’ve been travelling for as long as I can remember; literally before I was even a teenager. It’s really cool to be able to be in one place. I never knew how much I enjoyed that,” she said. “These are moments that I’ll never get back, so for me just looking for as many positives as I can find in this year in particular has been really important.”

Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Advertisement

Hollywood4 weeks ago

Jennifer Aniston stuns fans by lifting leg above head in eye-popping video – see details

Hollywood4 weeks ago

Kelly Clarkson makes fans jealous as she shares cheeky moment with beloved star – see details

Hollywood4 weeks ago

Toni Braxton Net Worth : How Much Is Tamar Braxton Net Worth 2022? – see details

Hollywood4 weeks ago

Kaley Cuoco says Sharon Stone slapped her 3 times during ‘Flight Attendant’ filming – see details

Hollywood4 weeks ago

Halle Berry finds it ‘heartbreaking’ she’s still the only Black best actress Oscar winner – see photos

Hollywood4 weeks ago

Kate Beckinsale, 48, Went Pantsless In A Sheer Gown At An Oscars After Party, And Her Legs Are Totally Toned – see photos

Hollywood4 weeks ago

Kate Beckinsale, 48, Shows Off Her Toned Legs For Days In Black Fishnet Tights In A New Instagram Selfie Photo – see photos

Hollywood4 weeks ago

Toni Braxton’s wardrobe malfunction: Dress ‘fell apart!’ – see details

Hollywood4 weeks ago

FINALLY REVEALED!! How to get Jennifer Aniston’s hair cut according to Experts – Check

Hollywood1 month ago

Jessica Alba posts dreamy beach vacation photos with her family – see details

Halle berry back tattoo
Hollywood1 month ago

Halle Berry looks phenomenal on rare date night – see photos

Hollywood1 month ago

Halle Berry floors fans in jaw-dropping gown with daring detail – see photos

Hollywood1 month ago

Kaley Cuoco Says A Co-Star Hit Her Without Warning – see details

Hollywood1 month ago

See ‘The Voice’ Coach Kelly Clarkson Shut Down the Red Carpet in Head-to-Toe Gold – see photos

Royalty1 month ago

‘Harry’s expression says it all!’ Duke and Meghan Markle’s body language analysed – see details

kayley cuoco
Entertainment1 year ago

Kaley Cuoco Stuns In See-Through Dress Photo After Making Comment That Will Disappoint Her Husband, Karl Cook__see photos

Entertainment1 year ago

Jessica Simpson Lifts Her Skirt Up While Showing Off Look__check

Entertainment1 year ago

Jennifer Love Hewitt is pretty in turquoise polka dot dress_see photos and video

News1 year ago

Becky Lynch And Seth Rollins Welcome Their Baby Girl,Roux

kayley cuoco
Hollywood1 year ago

Kaley Cuoco Stuns In Nightie Highlighting ‘Iconic’ Feature

jessica alba
Entertainment1 year ago

WATCH VIDEO: Jessica Alba Just Shared A Sweaty, Abs-tastic selfie video and looks Sparkingly-superb.

kayley
Hollywood1 year ago

WATCH : Kaley Cuoco’s New Nightie-Filled Instagram Account Goes Viral – check

jessica alba and love hewitt
Entertainment1 year ago

Rate:Jessica Alba Vs. Jennifer Love Hewitt: which beauty reigns supreme? Whose photos is more Unique?__check this Out

Entertainment1 year ago

“Oh my goodness! see how cute she is”…WWE stars react over Becky’s baby….

Jennifer Love Hewitt
Entertainment1 year ago

Jennifer Love Hewitt reveals ample cleavage as she strolled down the street in the Californian sunshine__See Photos

Entertainment1 year ago

Carrie Underwood Kills ‘Em In Bikini For Massive Brag

Entertainment1 year ago

WATCH:Jennifer Love Hewitt Stuns As She Posted Video Of Her Newest Look “My New look and new vibes!”

Entertainment1 year ago

Jennifer Garner Flaunts Fit Figure in Swimsuit During Beach Day___See Photos

Entertainment1 year ago

See what Jennifer Love Hewitt looks like now,she is unrecognizable__you are never going to believe your eyes…

Jennifer Love Hewitt
Entertainment1 year ago

PHOTOS: Jennifer Love Hewitt says, “I love my body.” — Jennifer Love tells all girls to put on a bikini




Trending