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"S by Serena" is the fashion star's third foray into the world of fashion, after previous fights – Aneres from 2004 ("Serena" spelled backwards) and a recent Home Shopping Network line called Serena Signature Statement – have not managed to gain speed.
She explained, "I tried before and it did not work. Then I sat down and invested in myself and I really made a very good effort behind. Now, I can really express myself. "
She added, "I see how you can wear fashion in so many different ways and how you can represent yourself. I have all this great vision of what S by Serena is going to be. "
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