Sports Meets Fashion! Venus Williams is Lacoste’s new global ambassador and she dishes on the new partnership on Vogue’s latest issue

by Duchess Magazine
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“Welcome to the #TeamLacoste, @venuswilliams! As one of the greatest athletes in the world, Venus embodies off the court all the ambitions of the new fashion-sport silhouette created by @louise_trotter_. #Lacoste #FashionSport” Lacoste wrote on Instagram

Seven-time Grand slam champion, entrepreneur par excellence, and equality advocate, proudly of the world’s most accomplished women in sports history, former World No. 1 Venus Williams is founder EleVen, a fashion-forward activewear brand that sets lens on helping women feel great and perform better.

Ever ready to leverage on her platform to effect changes she has tirelessly championed the fight for equal pay and equality which perfectly aligns with Lacoste’s brand values.

In her new role, Williams, keying into the transformative power of fashion both on and off the court
will support the endeavors of the Lacoste Foundation, which has been working internationally to promote equal opportunities since 2006. Lacoste S.A. is a French company, founded in 1933 by tennis player René Lacoste, and entrepreneur André Gillier. It sells clothing, footwear, sportswear, eyewear, leather goods, perfume, towels, and watches.

Signing up to become Lacoste’s global ambassador is indeed a fulfilling journey for Williams as she shares that she has always felt inspired by brand founder René Lacoste’s game-changing approach to fashion. With the current creative director Louise Trotter, it’s was just a smooth sealing.

“I am a long-time fan of Lacoste and have always been inspired by the brand’s innovative style, beyond its tennis roots. Louise Trotter is such a visionary and the work she has done as creative director of the House is forward-thinking, inspired and constantly evolving. I am thrilled to be working alongside her as the face of Lacoste’s new silhouette.”

“Her clothes really transform you once you put them on,” says Williams. “I’m into what makes you happy, and fashion and clothes make me so happy. It’s where I belong.” For a powerhouse woman at the top of her industry, it’s refreshing to hear that Williams still gets giddy at the sight of a great top – and not just the sweat-wicking kind. She loves the way Louise’s Lacoste encourages her to level up and do her best in her field and in life. “It was like role modelling for me,” she shares of working with Trotter. “Working with Louise makes me feel like I want to be better; I want to work harder; I want to dig deeper inside of myself.”

Trotter, a tennis fan who is more than thrilled Venus a colleague, is thrilled that the stars have aligned for this moment. “I can get a little bit emotional, because I’m a big tennis fan and having the opportunity to work with someone that you have so much respect for… she’s a true trailblazer,” explains Louise, who is the first woman at the creative helm of the French brand known for its crocodile logo. “I have so much respect for Venus, not just for her amazing game, but her values and the way she sees life. What she’s achieved not only as an athlete, but as a human in really pushing for women and equality and empowerment… for me, that’s such an incredible message.”

For Williams’s part, being a role model is first and foremost about how you view yourself. “You can’t really be a role model for someone else if you’re not happy with how you feel about the way you’re living your own life,” says Venus. “I just wanted to play tennis and then this whole role model thing came after, but thankfully my parents were good parents and gave us values.” she says.

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