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Rather than following the traditional model of designing purely around trends, Serena began by creating what she herself wanted to wear. “Maybe it’s my age,” she says, “but I like to chuck something on and go.” The brand was born from that instinct — a desire for pieces that offer both ease and elegance without compromise.
It all started with a pair of wide-legged trousers. Effortless, flattering, and endlessly adaptable, they became a foundation piece — one that could carry you from daily errands, work, and straight into the evening. That one style captured the essence of the brand: clothing designed to move with you, wherever the day takes you.
