The Berlei ambassador is also an accomplished fashion designer who has been collaborating with the Home Shopping Network in the United States for three seasons.

Williams spearheaded the "see now, buy now" trend along with Tommy Hilfiger, Ralph Lauren and Thakoon this week with every piece of her collection available to purchase from the runway. Plum-coloured shift dresses with capes, shearling jackets and sumptuous knits were highlights for critics. The 42 looks ranged in price from $40 to more than $900.

Her range was an homage to strong women: Beyonce's Pray You Catch Me was the soundtrack as she read a poem she wrote during her last Wimbledon campaign and while competing during the Olympics.

Guests included her sister, Venus, who also has a fashion line called EleVen, tennis star Caroline Wozniacki and Vogue editor Anna Wintour, who is Williams' fashion mentor.

Wintour, who is an avid tennis fan and takes lessons every morning, provides feedback to the aspiring designer after every show – something the athlete is accustomed to.

"She has such high standards," Williams told The New York Times.

"It definitely makes it stressful, but also we're such good friends ... In my job I take feedback every day, so I'm really good at it ... I don't want to hear a positive, I want to hear what I can do better."

Meanwhile on the internet, another well-known name was launching her new fashion line: everyone's favourite, relatable lifestyle blogger, Goop's Gwyneth Paltrow.

Goop Label went on sale earlier this week. Instead of unleashing a flurry of looks that are perfect for when using your wood burning pizza oven in your garden (like she chronicled in her book, My Father's Daughter), a limited number of five-piece capsule collections will be sold on Goop.com every month.

The first release, The September Edition, includes a $1300 two-piece suit inspired by her ex-husband Chris Martin's British childhood. "I was very inspired by English schoolboy grey flannel suits – but with a feminine spin," she said.

The collection also features a chambray shirt her ex-boyfriend Brad Pitt made famous in Thelma & Louise and a white tote that resembles a Woolworths eco-bag, just in white and costing about $277 more.

All of her fashionable wares are made from Italian fabrics in the same mills used by Vetements and Dries Van Noten.