Elsa Schiaparelli brought jumpsuits into high fashion in the 1930s before their 'moment' in the 60s and 70s
In just two short years, Seren London has made quite the mark on the fashion industry and, in particular, the niche corner of it devoted to jumpsuits. Founder Lucia Dailey cut her teeth on magazines and luxury PR so she combined her knowledge of that world with a life-long obsession with jumpsuits. “It is one of the easiest wardrobe items to wear,” she declares, having worn one to her own wedding, “yet can look the most polished when both dressed up or down”. Seren London launched in 2016 with a collection of just six jumpsuits and we all fell in love with its unique, striking prints. Next time you have a wedding or a party or a birthday to dress for, consider the one-piece – it makes quite the statement.
Where does the name for your brand come from?
Seren is short for Serendipity, playing on the idea of luck and fate – the coming together of multiple influences to create something positive and special.
What is luxury, for you?
Effortless sophistication and authenticity. Quality materials and an innate sense of style that has confidence but doesn't shout too loudly.
Your current favourite jumpsuit:
'The Gee'. It's one of our signature styles and all-time bestsellers. I love it in all prints! The rounded neck and 3/4 sleeves balanced with the low back detail make it chic yet sexy and perfect for all events.
Can you tell us something interesting about the history of the jumpsuit?
Elsa Schiaparelli was the first person to bring jumpsuits into high fashion in the 1930s before they really had their moment in the 1960s and 70s. Some people refer to the jumpsuit as a 'trend'; however the one piece has been a much-loved wardrobe item for years and continues to stand the test of time.
Where are you next going on your travels?
Italy, for pleasure, to our favourite hotel Il Pelicano in Porto Ercole. It was one of Slim Aaron's favourite shoot locations and is still brimming with 70s charm.
What inspires you?
Music: Easy 70s playlist on Spotify is on repeat in the studio!
Films: Talented Mr. Ripley, Alfie, Call Me By Your Name
Museums: Fondation Maeght in Saint Paul de Vence I've found hugely inspiring. In London two of my favourite smaller museums to visit are the Wallace Collection and the Sir John Soane Museum.
Books: I recently finished reading South and West by Joan Didion as well as Patti Smith's Just Kids about her life in New York City with Robert Mapplethorpe.
If you had an unexpected 24 free hours to fill in London...
I would start my day with a spin class followed by brunch in Notting Hill and a walk around Holland or Hyde Park with my husband and 19-month-old daughter Willow. Then I’d spend an afternoon pottering around Portobello and exploring the little shops on Golborne Road, ending with dinner with my husband and some friends at my favourite restaurant La Famiglia, in Chelsea.
Where do you live?
West London, Shepherds Bush.
Your three dream dinner party guests:
Frank Sinatra, Princess Diana and Steve Jobs.