Serena Williams backs fashion app Trace in a $3 million seed round

Serena Ventures, the investment firm led by Serena Williams, led a $3 million seed round for Trace, a presale shopping app that launched in October 2026. The investment gives the Black-founded venture capital firm exposure to fashion technology and supports Trace's product rollout.

• serena williams
• serena ventures
• fashion tech
• seed funding