Why Hong Kong is Venus Williams’ gateway to acing Asia’s athleisure game

Oct 16 , 2017

Williams sister brings EleVen activewear label’s latest collection to Hong Kong.

What Venus Williams loves most about Hong Kong, and why she is launching activewear label EleVen at Lane Crawford

Tennis superstar Venus Williams is the latest celebrity to launch an activewear label, adding to the growing athleisure trend.

While in town for the Hong Kong Open tennis tournament, she launched the latest collection in her label, EleVen, at Lane Crawford Hong Kong. STYLE met up with the 37-year-old winner of seven Grand Slam titles to talk about her brand philosophy and favourite spots in the city.

How does being a professional athlete influence your label?

Designing as an athlete definitely gives you a different perspective because, while I am thinking about style, I am also thinking about performance.

What do you look out for in sportswear?

For sportswear, it’s important that it performs. At the same, it needs to be comfortable and something you feel good in. All three of those things are very important. I wear EleVen collections exclusively, but I also look at other collections and learn from and admire them. It’s nice to be in the athleisure world.

A look from EleVen’s athleisure collection

What motivated you to start your own brand?

I felt like I had a lot to say about activewear. I love fashion so I knew that I wanted to be a part of it. Of course, playing tennis and being active have changed my life, so I wanted to also be able to change other lives by designing a collection that helps people be healthy.