Sentimental and elegant, the London Seren logo (short for Serendipity) radiates a simple ancient glamour.
Founded through Lucia Dailey in 2016, the Seren collections are fostered through shapes, colors and prints reminiscent of the 60s and 70s (think Talitha Getty and Bianca Jagger), to make the elegance of laughter a quote.
Anchored in hotelwear are the brand’s iconic bare-shouldered dresses, kaftans and jumpsuits with hand-painted prints. And if you stay, Dailey offers bridal collections, providing a multitude of long dresses, minidresses and jumpsuits, of course. , all designed for the fresh bride and bridesmaid.
And when it comes to ethics and the production process, Dailey is committed to slow fashion with ethically made clothes in her personal studio in Mumbai, India. The pieces are also part of a limited edition collection of small or custom-made runs, which Componenticularly reduces production waste. It is constantly evolving its sustainability strategy, the logo is for new sustainable fabrics for long-term use and offsets carbon emissions for each Seren delivery.
Lucia talks about luxury, quality, craftsmanship and her clientele.
Felicity Carter: What’s your first memory?
Lucia Dailey: My mom has been incredibly elegant, I don’t forget from a very young age to see her in her hairdresser preparing for the holidays and being very interested in how she put things together, it was the 80s, so there were fashionable jewelry, epaulettes and sequins to get attention!
FC: Tell us how you got in the industry. . .
LD: I started my career as an assistant stylist for former Elle editor Natalie Wansbrough Jones. It was a very exciting time, soaking up everything I can about the fashion industry as a total and gathering other incredibly talented people along the way. , I made the decision to move to the lopass aspect by climbing the ladder to a communications manager position for british jeweller lopass Boodles. It was here that I learned a lot about how the company works internally and what it takes to create a ” lopass “. After having my first child in 2016, I made the decision that it was the right time to leave my “traditional career” and spend it alone. . . He had no education in fashion design but a mountain of industry-wide wisdom and a strong vision of what he was looking to create.
FC: How would you sum up Seren’s aesthetics?
LD: Timeless, effortless, elegant.
At all times I have been fascinated by the “magic” of discreet glamour, especially that of the seventies. Beautiful fabrics, unusual prints, silhouettes with a casual cut merge to create a look that feels simple and authentic. So many ephemeral trends, I believe in the creation of pieces that stand the test of time.
FC: What is it for you?
LD: Quality: the fabric, the cut, the detail of the print or fabric, the rarity. The “logo” has such a wonderful prestige symbol in fashion society that it moves so far away from all those things that it eliminates the concept of uniqueness and craftsmanship that underlies the creation of anything beautiful. I think the pandemic has opened other people’s eyes to this as other people get more used to the concept of “slow fashion” and the importance of sustainability.
FC: Who is your customer?
LD: We now have a very large visitor base because of the imperishable nature of our pieces. When Seren started, we were known for our silk-published jumpsuits, which are popular for special occasions and attendees of the “wedding season. “I found out that we had a lot of clients from mothers and daughters.
As the logo has evolved to come with more hotel clothes, it brought more inclusive styles. Our Angie got dressed and Peggy got dressed, they are easy to use for all ages and sizes.
We also recently introduced our new collection of fashionable brides and bridesmaids, which is exciting for us.
FC: Tell us about the new collection ‘Néroli’ . . .
LD: Neroli is a consciously created collection of editing pieces, made from herbal fabrics with minimal waste. All of our prints are designed in-house and all of our silhouettes have been effortlessly designed to be versatile; to take home, on vacation or dressed for an event.
As in all our collections, silks and prints play an important role in the collection, but we have also brought more informal pieces in new linen and organic cotton for this summer. The color palette of this collection is a mixture of chic and daring earthy tones. , funnier and brighter prints for which Seren is known.
FC: What’s on your temperament board for this line?
LD: The 1970s continue to have a strong influence on our collections and this season we have included a number of interior color references from the era. Our silhouettes feature modern, clear lines, finished with feminine main points such as a sensitive guide wheel, gowns or knots for added interest and texture.
FC: How do you see the evolution of your logo in the coming years?
LD: I would love to see Seren evolve slowly and organically; continue to create pieces that surpass ephemeral trends and will remain treasures for years to come.
I’d like to start presenting new collaborative pieces, running with artists, print designers and even eventually venturing into the world of interiors. . .
Discover the new “Néroli” in Seren-London. com.
Based in London, I do canopy fashion, art, culture and travel. I was able to interview a variety of actors, musicians and artists, as a behavior.
Based in London, I do canopy fashion, art, culture and travel. I was able to interview a variety of actors, musicians and artists, such as outstanding designers, from Valentino Garavani to Isabel Marant.