Moschino denies it.
Moschino's clothes are known for being tasteless, in a good way. But, one of the brand's stores in LA, a manager has taken it to another level. A former employee claims that the manager called black clients "Serenas" (as-in Williams) and would treat them differently than white customers. Apparently, the manager instructed employees to follow black customers more closely than others, tell them certain items were out of stock and even once called the police after suspecting one of the so-called "Serenas" of stealing.
The former employee is bringing a lawsuit against the company for the manager's behaviour. Moschino denied the allegations in a stiff statement, saying that their brand "complies with applicable equal employment laws and values and respects all customers and clients regardless of their race or background."
The not-so-nice nickname has a complex and intense context, which the poet Claudia Rankine explains eloquently in her essay, "The Meaning of Serena Williams" (and also her book Citizen):
Imagine that you have to contend with critiques of your body that perpetuate racist notions that black women are hypermasculine and unattractive. Imagine being asked to comment at a news conference before a tournament because the president of the Russian Tennis Federation, Shamil Tarpischev, has described you and your sister as ‘‘brothers’’ who are ‘‘scary’’ to look at. Imagine.