Serena Williams is raising two mini fashionistas.

The retired tennis pro, 43, teamed up with her daughters Olympia, 6, and Adira, 18 months, to collaborate on a campaign for the children’s clothing brand Janie & Jack. Williams and her girls can be seen posing together in matching pink outfits and even shared a few behind-the-scenes shots as they got ready for the big day.

“Having my girls in the campaign was only right because this collection is all about family,” Williams tells PEOPLE. “Olympia had so much fun expressing her style, and Adira, even at her young age, loved being part of it in her own way. They were naturals.”

Williams, who shares her two daughters with husband Alexis Ohanian, 41, says the shoot was lively and energetic, calling it a “real family moment.”

“One of the sweetest parts was seeing Olympia’s confidence in the director’s chair with the clapboard, and watching her and Adira posing together in matching looks,” the proud mom raves. “It was my first campaign alongside both girls and it was such a memorable experience for all of us.”

The matching outfits were also a key part of the experience for Williams’ older daughter, who even helped during the design process.

“Olympia was so excited to see the matching outfits! Since she helped pick out the colors and patterns during the design process, she was already invested, and luckily, we shared the same favorites,” Williams says. “She loved all the pink looks, especially the Love Pink Dress, which the whole family matched in.”

While the former professional athlete has often been in front of the camera during her career, her two girls aren’t as used to it, so this campaign was extra special for Williams since she got to share the spotlight.

“It was a completely different experience — so much more personal and meaningful,” says Williams. “Watching them be themselves and bring their own personalities into the shoot made it really special.”

For the mom of two, creating the collection wasn’t only a way for her to bond with her daughters but also an opportunity to create joy in other families.

“It’s really special to create something that families can share and make memories in,” she says. “Fashion is a way to express joy, and I love that this collection brings that to life.”