Get To Know Elegant Fashion Label Seren London

Sentimental and gracious, London-based label Seren (it’s short for Serendipity) just oozes easy vintage glamour.

Founded by Lucia Dailey in 2016, Seren collections tap into the shapes, colorways and prints reminiscent of the beloved ‘60s and ‘70s (think Talitha Getty and Bianca Jagger), just going to prove that fun-filled elegance is always a go-go.

Anchored by resortwear pieces, there’s off the shoulder dresses, kaftans, and the brand’s signature jumpsuits that don hand-painted prints. And if you’re getting hitched, Dailey offers bridal collections, offering a whole host of maxi dresses, mini dresses, and jumpsuits of course, all designed with the contemporary bride and bridesmaid in mind.

And when it comes to ethos and the production process, Dailey is all about the slow fashion with garments that are ethically produced at their privately owned studio in Mumbai, India. Pieces are also either part of a limited-edition, small run collection, or are custom-made, so reducing production waste in a big way. Continually evolving their sustainability strategy, the brand is researching new sustainable fabrics for future use, and are offsetting carbon emissions for each Seren delivery.

Lucia discusses luxury, quality, craftsmanship, and her wide-ranging customer base.

Felicity Carter: What is your first memory of fashion?

Lucia Dailey:​ My mother was always incredibly stylish. I remember from a young age watching her at her dressing table getting ready for parties and taking great interest in the way she put things together. It was the ‘80s so there were always statement jewels, shoulder pads and sequins to capture the attention! 

FC: Tell us about how you made your way into the industry…

LD: ​I began my career working as a stylist assistant for former Elle editor Natalie Wansbrough Jones. It was such an exciting time, soaking up everything I could about the fashion industry as a whole and meeting some incredibly talented people along the way. Eventually, I decided to move across to the brand side working my way up to a role as head of communications for the British jewellery brand Boodles. It was here that I learnt so much about the inner workings of business and what it really takes to create a ‘brand’. After I had my first child in 2016, I decided that it was the right time to leave my ‘traditional career’ and go it alone… I did not have any fashion design training but a mountain of knowledge from across the industry and a strong vision for what I wanted to create.. 

FC: How would you sum up the aesthetic of Seren?

LD: Timeless, effortless, elegance. 

I have always been fascinated by the ‘magic’ of understated glamour – particularly that of the 1970s. Beautiful fabrics, unusual prints, relaxed fit silhouettes all fusing together to create a look that feels somehow thrown together and authentic. In a world of so many passing trends, I believe in creating pieces that will stand the test of time. 

FC: What is luxury to you?

LD: Quality – the fabric, the cut, the detail in the print or the weave, the rarity. The ‘logo’ has become such a big status symbol in modern society which is such a departure from all of these things, it takes away from the idea of uniqueness and the craftsmanship that goes behind making something beautiful. I think the pandemic has opened people’s eyes to this as people become more accustomed to the idea of ‘slow fashion’ and the importance of sustainability. 

FC: Who is your customer?

LD: ​We now have such a wide-ranging customer base due to the timeless nature of our pieces. When Seren began, we were known for our silk printed jumpsuits which became particularly well loved for special events and ‘wedding season’ attendees however, we also found that we had a lot of mother and daughter customers. 

As the brand has evolved to include more resort-wear we have introduced more inclusive styles. Our Angie Dress and Peggy Dress are especially easy to wear for all ages and sizes. 

We have also recently introduced our new Bridal and ‘Modern Bridesmaid’ collection which is an exciting space for us. 

FC: Tell us about the new ‘Neroli’ collection…

LD: Neroli is a consciously created collection of limited-edition pieces, made from natural fabrics with minimal waste. All of our prints are designed in house and all of our silhouettes have been designed to be effortlessly versatile; to be worn at home, on holiday or dressed up for an event.

As with all of our collections, silks and print play a significant part in the collection, however we have also introduced some more relaxed pieces in fresh linen and organic cotton for this Summer. The colour palette for this collection is a combination of chic earthy tones and more playful, bright bold prints for which Seren is known. 

FC: What was on the your mood board for this line?

LD: The 1970s always play a strong influence on our collections and this season we have included a number of interiors colour references from the time. Our silhouettes feature clean modern lines, finished with feminine details such as a delicate frill, smocking or bow detail for interest and texture. 

FC: How do you see your brand evolving in the coming years?

LD: I would love to see Seren evolve slowly and organically; continuing to create beautiful pieces that surpass passing trends and will remain treasures for years to come.

I would love to start introducing some new collaborative pieces- working with artists, print designers and maybe even eventually venture into the world of interiors…

See more of the new ‘Neroli’ collection on Seren-London.com.