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The real message behind Serena Williams’s empowering campaign with Stuart Weitzman

Starring in the brand’s latest campaign, the 23-time Grand Slam champion, social change leader, fashion designer and mother-of-one wishes to inspire “women of every generation” to “focus on hope and moving forward.”

After calling on the services of some of the world’s most sought-after models — from Kendall Jenner to Gigi Hadid, Gisele Bündchen to Kate Moss — shoe label Stuart Weitzman has invited tennis superstar Serena Williams on board as their new global brand ambassador to front their latest 2020 campaign.

Shot in black and white by Ethan James Green, the campaign features powerful images of Serena Williams donning a leotard and a blazer. Posing with her usual charisma, she stands on a podium to show off some of Stuart Weitzman’s leading designs, including the Aleena heeled sandals.

The brand’s decision to enlist the tennis star was by no means an arbitrary one: Williams has long been a strong advocate towards gender equality in the world of sports. The campaign also forms part of the brand’s ongoing philanthropic partnership with Vital Voices Global Partnership — an international non-profit dedicated to investing in women leaders who drive global change, and builds on the mission statement to drive forward “the notion of women standing as pillars of hope and optimism for their communities.” It was clear that she was the perfect candidate.

Together with Williams, the brand has chosen to support two other women leaders (and their organisations focused on lifting up women of colour) who have stepped up to support vulnerable communities in the US in the midst of CoViD-19. These leaders are Sage Ke’alohilani Quiamno, co-founder of Future For Us — a platform dedicated to advancing women of colour at work — and Ashlee Wisdom, founder of Health In Her HUE, a platform that connects Black women to the healthcare providers, services and resources that are committed to their health and well-being.

Serena Williams donning a leotard, blazer and Stuart Weitzman’s ‘Anny’ heels.

Whether on or off the tennis court, Serena Williams has consistently sought to be a voice of encouragement for women. Her commitment to the cause is also evidenced in her own ‘Serena’ ready-to-wear collection, an initiative that aims to promote inclusiveness and diversity, and her recent partnership with Secret Deodorant which, among other things, seeks to ensure gender equality in sport.

This article is published via AFP Relaxnews.