Tennis Mood Style: EleVen = Game, Set & Glam!

Ever since they joined the WTA tour, the Williams sisters knew how to make a fuzz. Venus was the first one to burst into the scene in 1997 by making it all the way to the final of the US Open. She caused quite a commotion with her unique hair style, wearing the family's trademark pearls and beads. Not wanting to lower the standards, she was always keen on pushing the game's boundaries and taking tennis to the next level. Leaving aside their groundbreaking game, the Williams siblings brought something extra to the table. Along with Serena, Venus pioneered a new era, one in which fashion plays an utterly important role. Not being afraid of taking risks, she narrowed the gap between off-court and on-court outfits by introducing more complex pieces of clothing.
Valuing education and wanting to have a back up for her tennis career, Venus dedicated a considerable amount of time to her study. Between tournaments she found time and energy to go to school. Consequently, in 2007 she received her degree in Fashion Design from The Art Institute of Fort Lauderdale. Even when she was under contract with Reebok, the American was deeply involved in designing her on-court outfits. Thus, after graduating, launching her own label, EleVen, seemed the most suitable decision. The event occurred in late August 2007 and coincided with the US Open. A strategic move from the American I should say, as she got to endorse her line in front of the fully crowded Flushing Meadows arenas. Through the years, Venus has been one of the most talked about tennis players. Her fame exceeds the courts and her larger than life persona ensures her instant media coverage. Considering all this, becoming the spokesperson of her business proved by far the wisest thing she could have done. Her visibility is huge and she's always been associated with a unique, edgy style, exactly what her new line tries to envision. The designs are extremely cool, fresh and hip. As the colour palette is impressive, the pieces are innovative and the range of products is wide, EleVen should be an smashing hit amid her clientele. Compared to her Reebok outfits, the EleVen ones are sexier, edgier and the themes are more diverse. From sporty chick to glamorous diva, from rock babe to fairytale princess, her label seems to be able to satisfy all tastes. 

Needless to say, I am a huge fan of her line. In a world where the players look dull and very much alike wearing the same sponsored outfits, Venus Williams with her EleVen line provides a much needed alternative. So far, no another player  has been signed to join the team. This might very well be aimed at ensuring the American's uniqueness. However,  though it revolves around her, I am sure the brand is not going to die once her career is over. As I see it, EleVen is a really smart business idea enabling Venus to remain in the sport for as long as she desires. At 30 years old, tennis is not her top priority anymore. At times I feel like she's playing it just to showcase her new creations. One, or two matches are all it takes to make everyone talk about the new ideas Venus came up. In the end this leads to the increasing visibility of her label. Encompassing such great vibe and one-of-a-kind designs, EleVen possesses all the required qualities to become one of the leading sportswear brands. Long live EleVen!
Below I picked just some of EleVen most memorable outfits.
 

The beginning @ the 2007 US Open. This marked the first time Venus showcased her label, EleVen. The American wore some really cool, hot pieces ensuring instant success. On her way to the semis, Williams had plenty of chances to promote her designs. I totally liked her colour palette. She carried on the great work, making her label one of the finest and probably the most spectacular and unique from the WTA tour.

'The Frog' during the 2008 Fed Cup. During one of her rare appearances in Fed Cup, the American made a less fortunate fashion choice by picking this grassy green ensemble, which didn’t complemented her at all.

The 'Classy White' dress' @ the 2008 Wimbledon. On court, Venus defeated younger sister Serena for her fifth Venus Rosewater Dish. As Serena opted for a Poirot trademark trench coat, she scored a fashion win as well, retaining her Fashion Diva status with this Sweetheart outfit. She wore different variations of this outfit (i.e. in black and yellow) throughout the seasons.

The '4th of July' dress @ the 2008 Beijing Olympics. Venus once again produced a great look when the entire world was watching, wearing a classy black/ white attire, styled with some red stripes and a really cute hairdo. The American did what was expected of her and won the gold medal in doubles with sister Serena.

The 'Bad Fashion Day' dress @ the 2009 Roland Garros. Though playful and with an edge, I find it not such an inspired choice. However, as usual, I appreciate its uniqueness.

The 'Blooming Back' dress, during the 2009 season. Venus made a passion for this design, which she wore several times throughout the season. Whether in pink, yellow or white, the outfit provides the perfect example of how an great tennis apparel should be: hip, playful, simple, but edgy.

The 'Pretty in Pink' dress @ the 2009 US Open. This is my favourite piece in her collection. The intense pink contrasting with her skin colour and the youthful design provide the perfect blend in this great tennis outfit.

The 'Bare-Naked' dress @ the 2010 Australian Open. Showcasing a hot yellow dress, Venus proved she definitely knows how to use fashion to her advantage. The nude touches create the illusion that she's almost naked, that she's revealing more than she actually does.

The 'Orange Boudoir' dress. Through the American hardcourt season, Venus unleashed her imagination and transformed the tennis field into her boudoir. Her lingerie inspired line included this orange satin dress.

The 'Infamous Lace' dress @ the 2010 Roland Garros. She may not have won the title, but she stole the show with this black lace dress and the nude underpants! Once again I applaud her courage, a genuine fashion pioneer. Though it's practically the same dress, the magnitude of the effect was much higher.

The 'Tina Turner Tribute' dress @ the 2010 Wimbledon. The American added a bit of edge to the conservative event with this Tina Turner signature dress. When looking at it the first thing that pops up is Tina Turner singing 'Rolling on a river'.

Center Court Catwalk @ the 2010 US Open. With the New York Fashion Week in mind, Venus took Flushing Meadow by storm once again. Armed with an impressive series of  unique outfits, the American brought the Fashion Week on the Center Court. From the numerous dresses wore during the New York fortnight, I really liked the black 'Glam-Rock' dress (last picture). Her see-through 'Fireworks' piece ensured  the much needed attention and raised the controversy her brand needs in consolidating its place on the market.

photos (top-down / left-right):  GETTY IMAGES (x23), AP, GETTY IMAGES (x12)