Each week I celebrate a brand committed to creating clean, green collections that won’t cost the earth whilst never compromising on quality or style. This week I’m cooing over the rail of beautiful dresses and separates created by Fiona Hodges of the independent British brand, Seraphina.
One of the key premises of slow fashion is to buy less and instead invest in quality pieces that will stay in your wardrobe for years to come. The way I prefer to shop is by seeing anything I buy as a love affair and not a fling. Well-cut clothes in quality fabrics that really deliver on cost per wear, and that’s exactly what Seraphina do. They make the kind of dresses you will reach for every summer, year after year. Perfect for everything from a summer garden party or wedding to stalking the sandy beaches of British or far-flung shores. Yes, I’m definitely in love.
Seraphina founder, Fiona, cemented her love affair with clothes when out in India, she asked a local artisan to make some fabric she’d found in a market into a kaftan. She sat with him on a roof terrace with views of Delhi as he and a very basic sewing machine made her idea into a reality. She was hooked by the magic of the process and the idea for Seraphina was born. The clothes are still made by artisans in India, and you can see the care, passion and skill imbued in each beautiful piece.
Three words that sum up Seraphina
Versatile quality clothing.
What does sustainability mean to you?
Buying better, consuming less.
What eco-conscious processes do you have in place?
Firstly, our short supply chain ensures a low carbon footprint. We focus on using organic cotton wherever we can, meaning no chemical pesticides or harmful fertilizers are used, making it environmentally friendly and in turn less harmful for the workers and consumers alike. Our packaging is 100% recyclable with general household waste.
What have your highlights been this year?
Opening up our new showroom in Semley, Wiltshire and being able to return to our annual pop up shop in Chelsea, London. It’s a joy to see our customers again!
What is your bestselling piece?
Without a doubt The Jess Dress, the dress we designed and collaborated on with my friend, Beauty Director, Jessica Diner.
Shelly’s favourite pieces:
Everything from the delicate scattering of floral print to the ship shape stripes makes this the most perfect go-to summer collection. An investment yes, but something you’ll love for a very long time.