Event: Serge DeNimes – collection launch party at LYST

You don’t have to be a Made in Chelsea fan to appreciate Proudlock’s fabulous designs. Last night there was an event held at LYST in Hoxton Square, showcasing Oliver Proudlock’s latest collection for Serge Denimes. When the room packed full of people suddenly went quiet and dark and then was lit up by a huge cake, we realised that the event also coincided with his birthday so naturally there was plenty of celebrating after!

Inevitably it was a star studded event, with members of his Made in Chelsea cast there as well as, Rick Edwards and many other fashion bloggers turning out to support him. The venue itself was delightfully minimalist with white walls adorned with the Serge DeNimes logo and a black and white slideshow revealing the latest designs. Fitting, since the whole of the Serge DeNimes line is very minimal and laidback with plenty of pieces that are very wearable for both men and women.

The guests in attendance were given a glimpse at some pieces from the latest collection in the form of a black ‘Creer jumper’, ‘black Toujours’ tee both emblazoned with the company logo and an all over SDN (Serge DeNimes) camouflage tee. These pieces were displayed on the blank white walls in frames and garnered plenty of interest from the guests.

Guests sipped on fresh lime cocktails and organic juices and nibbled on Parma ham and miniature sandwich horderves whilst dancing to a DJ who played a great set. Just as we go ready to leave we were given goody bags with a Serge DeNimes cap as well as a catalogue. All in all a great night to celebrate contemporary and edgy fashion.

Sophie Dyer
Photos: Megan Sharp

Click here to visit the  Serge DeNimes website.