If there is one personality that has made the leap from reality TV star to respectable man behind a brand, it would be Oliver Proudlock. He may have come to fame as a member of the hugely popular Made in Chelsea but he has turned his fame to his talent for design, creating the autumn/ winter collection for his brand Serge DeNimes. Now in its third year, the brand has gone from strength to strength. What started as a range of t-shirts now includes a whole lot more.
Autumn/Winter is all about the wolf and the different facets of the animal. Predatory are often associated with danger and destruction, it is also strong and mystical. And of course, there is that outstanding fur, which is distinctive and unlike any animal. Taking this inspiration, the collection is dark and minimal – the colour palette consists of greys, blacks and white. The upside of this tonally dark approach is that it really lets the cut and the designs do the talking. The aforementioned wolf is a constant design theme, appearing as embroidery on various products.
Firmly more of the casual than formal in the range, Serge DeNimes have chosen to expand on their previous collections (all from £40-£130). The minimal approach is evident on the t-shirts, shirts and sweatshirts, which feature strong and graphic images and colour blocking. Print comes in the form of a camo, a standout silk screen print in monochrome.
There are loads of pieces that we, at MFM, can see ourselves wearing from this collection. If there is one piece that we really have our eye on though, it would be the “So Serge” sweatshirt which has just a whiff of that “Obsession” sweatshirt of the moment from the Calvin Klein collection.