Spring/Summer 2008/09
Summer 2008/09 sees the reinvention of Sera Lilly and the onset of a simple, sophisticated and feminine new concept.
From her previous seasons' collections, Sera has focused on easy-to-wear, on-trend and upbeat looks that can be dressed up or down.
This summer Sera Lilly is a collection saturated in dreamy dresses of all lengths, colours, silhouettes and textures.
A concise, tight, well-executed idea encapsulated in one of the hottest ready-to-wear labels in New Zealand, Sera Lilly summer is full of must-haves and to-die-fors.
info@seralilly.com
www.seralilly.com
Biography
With her constant sketching and
experimentation with fabric and clothes from a young age, it came as no
surprise to family and friends that Sera was named one of the rising
stars in New Zealand fashion by Fashion Quarterly.
She has worked
her way up through the ranks, first winning the ASB Glam Slam Young
Designer Award in 2005, beating 12 other finalists and winning $3000
which she used to start her label. She then gained a Highly Commended
in the Zambesi Young Designer Awards for 2005, and then reached the
group of 10 finalists in the 2006 Deutz Fashion Design Ambassador
Awards. Sera has a Diploma of Fashion Design from Auckland University
of Technology.
In April 2006, Sera opened her first store in
Ponsonby Road in Auckland. With her eye for detail and great fabric
selection as well as her commitment to design and produce quality and
stylish and wearable feminine clothes, Sera has successfully developed
her business and gained a loyal following from women of all ages.
Inspiration
for Sera Lilly’s designs truly reflect her love of fabric and her
desire for feminine clothes that flatter the female body, and perhaps
more importantly, are wearable.
Her design philosophy includes a
commitment to excellent cut and fit as well as a high quality finish to
each garment. Although a strong observer of current fashion trends, a
Sera Lilly design is not simply driven by these trends, it is a
reflection of her interpretation and desire to create her own unique
place within the fashion industry.
