Tennis trailblazer, social change leader and mother Serena Williams stars in the new Stuart Weitzman 2020 ad campaign, which highlights women as pillars of hope and optimism for their communities.

Serena exemplifies this sentiment first as a mother, and also as someone who has demonstrated resilience and courage to overcome obstacles throughout her career. Coupled with the confident energy Serena emanates, the Stuart Weitzman 2020 ad campaign reinforces the notion that women possess the innate strength to be symbols of hope for their communities — a message that is especially relevant right now. “Now, more than ever, is a moment to focus on hope and moving forward,” Serena explains. “I want women of every generation to be inspired to do so, one step at a time.”

At the same time, the 2020 Campaign is part of Stuart Weitzman’s ongoing philanthropic partnership with Vital Voices Global Partnership, an international nonprofit dedicated to investing in women leaders who drive global change. Together with Serena Williams, Stuart Weitzman has selected two women leaders — and their organizations focused on lifting up women of color — who have stepped up to support vulnerable communities in the midst of COVID-19.

The black-and-white campaign images were shot by photographer Ethan James Green. Stylist Gabriella Karefa-Johnson selected an all-white palette to draw attention to the shoes, a range she describes as “classic and refined to elegant and bold to sleek and sexy — all facets that could describe our muse.”

“I’ve been wearing [Stuart Weitzman shoes] for probably over a decade now and they’re a real staple in my closet,” Serena says of why she loves the brand. But there’s one more reason: “Most of all… it’s SW and it has my initials.”