USA's Venus Williams celebrates after defeating Australia's Samantha Stosur 6-2, 6-3 in a match at the US Open tennis tournament in New York.
She explained her thinking behind the design.
“EleVen is really about being better than a 10. It’s bringing your personal best which makes you an 11, and not accepting the standards of what is considered the best,” Contactmusic quoted her as telling WWD.
“It’s overcoming defeats and being a champion in life. If you don’t look good, you won’t play well,” she added.
The label was originally created for chain store Steve and Barry’s, which went into liquidation in 2008.
Williams, a seven-times Grand Slam singles winner, has worked with Ralph Lauren and earned a degree in fashion design from the Art Institute of Fort Lauderdale. She says the range was inspired by her own attitudes to style.
“EleVen is about being yourself. I don’t like to be told what to wear and how to look,” she added.