London Department Store Stocks Menswear ‘Made In Chelsea’
The clothing label started by Made in Chelsea star Oliver Proudlock has launched an exclusive collection for Harvey Nichols.
Serge DeNimes’ range for the department store features original designs focusing on urban culture.
The brand’s signature streetwear is found throughout, with white on black graphics and a number of bold statement pieces appearing on T-shirts, jogging trousers and sweatshirts.
Designed in a semi-fitted style, the line was inspired by photos of Rio De Janeiro, taken by Proudlock’s parent’s in the seventies. The company, which recently partnered with Gandy’s flip flops, also produces T-shirts using the prints.
The British firm celebrated the launch at Harvey Nichols’ store in Knightsbridge. London artists, including Hackney-based rapper Mikill Kane and Krump Dancer Dominant, were called in to help showcase the line via an exclusive promotional video.
The short clip features a performance by the pair, both wearing pieces from the range.
Launched in 2011, the fashion and accessories company is aimed at men and women, despite all items being produced in a men’s cut.
It is not the first time the name has been seen in the 155,000 sq ft space. In 2013 Serge DeNimes collaborated with Oliver Sweeney to produce a footwear collection, sold in the store.
Serge DeNimes has said it aims to create a lifestyle brand through various projects and collaborations, adding it wants to both “inspire and entertain.”
Harvey Nichols London Store Details
109 – 125 Knightsbridge
Tel: (0)20 7235 5000