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HSN teams up with a fashion (and omnichannel) ace


Multi-channel retailer HSN is parterning with a tennis legend and fashion icon for an innovative shopping event during New York Fashion Week.

HSN Inc. has announced that Williams will be live-streaming her fall Signature Statement Collection during a special "Front Row" event during New York Fashion Week on Sept. 15. The retailer aims to transform the way designers bring their collection to market by allowing fans of Williams's fall collection to shop the runway online immediately after the show.

"Throughout my life, I've always believed in pushing boundaries ... whether it's in tennis, business or fashion!" said Williams. "By offering my Signature Statement collection exclusively through an innovative retailer like HSN, I'm able to communicate directly with my fans. This year my runway show will be broadcast live, and you can shop the collection immediately afterwards. That is exciting to me and not common in fashion today."

Before the show, Williams will host a special live Q&A via Periscope at 2:30 p.m. where fans can get a peek behind the scenes at the show and learn more about the inspiration for her latest collection.

"Serena is a force both on the court and on the runway," said Bill Brand, president of HSN. "We love that at HSN we are able to showcase a different side of Serena. This 'Front Row' live stream special of her fashion show is a great way to connect Serena directly with her fans and give them the immediate opportunity to shop."

After the final model walks the runway, Williams will sit down for a brief chat via Periscope to answer questions from fans and announce a special social contest in which a few lucky fans can win a one-of-a-kind couture piece from the collection.

Available exclusively on both during and immediately following the show, the collection will include 14 styles, such as beautiful faux shearling jackets, color block soft knit sweaters, tunics, printed jogger pants and more. Novelty details include prints in Aztec with drapery silhouettes and asymmetrical hems. Prices for the collection range from $29.90 to $129.90, offering value and exceptional style all in one.

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