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Feature Interview

Serge DeNîmes is available online at Or find in store at Limited Fashion, The Corn Exchange, Manchester.

videos and all sorts of exciting stuff!

Some tips from your business head please: how do you juggle running a fashion brand alongside being a TV star, staying fit, plus globe-trotting and having an exciting social life?

To be fair I do struggle and I’m having to cut down on my social life a little at the moment to concentrate on all my projects. I try to keep the partying to the weekend and work hard during the week. But it’s not like they’re all separate entities: the style blog ties in with the brand and the show gives it all great exposure. When I’m out socialising I meet new people and chat to them about what I’m working on.

I try to go to the gym every morning at 7am. Starting early gets the endorphins going and keeping fit keeps my mind ticking. Healthy body, healthy mind, and all that!

Any advice for other new aspiring designers?

I would say, stay true to your style and

constantly push yourself in order to exceed expectations. There is so much competition out there, and in order to stay one step ahead you have to live it and love it. Be aware of your surroundings, take it in and expand using your individuality.

What has been your proudest moment so far since you started the brand?

It would have to be seeing my first collection alongside Acne, in the Men’s Lab at Harrods.

What has been the most difficult part of getting Serge DeNîmes up and running?

The hardest part was at the very beginning, trying to find a factory and setting up the business itself. This was all new to me at the time, and was a much harder process than I had originally hoped. But as they say, nothing comes easy.

Denim Jacket, Vintage, Levi’s T–shirt, £52, SDN Jeans, £130, Diesel

What can we expect from Serge in 2013?

One of the main points of Serge is I want it to be a platform for young upcoming artists and fashion designers. I am keen to encourage young people in any way I can, and one way I plan to do this is by using the Serge website to showcase talent online. Serge will be linking more strongly the music and art elements of the design process. We are starting Serge Sessions, which will feature up and coming musicians, releasing one artist a month through our YouTube channel. I will also be launching a pop up store in an art gallery displaying my

mother’s photography which featured on the Rio collection of tees.

We are also launching lots of new products, from sweats to hoodies, new jewellery and iPhone cases as well as some awesome products in line with another brand that will be announced later on this year. All in all we are extremely excited for what 2013 holds for Serge!!

You’re well known for appearing in Made In Chelsea. Londoners

are often accused of thinking nothing exists north of the capital, but you spent your university years in Newcastle. How did you find living “oop-north’?!

I absolutely loved it!! Newcastle is a great city and because I was there studying, it remains a special place to me. The learning experience I had there very much provided me with the confidence to create my brand. I love living in London, and it is definitely home, but Newcastle was a great place for me to begin the journey of working out exactly what I wanted to do.

We’ve heard rumours of a spin off TV show focused purely on you and your projects. Can you reveal anything?

Ha! I am not sure where you heard that from…but it sounds like a great show! ;)

Interview by Gemma Latham 23

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