Quiet luxury has been fashion’s favourite buzzword this past year. For those whose style gravitates towards this mood with or without the latest lingo, it’s not a passing fancy, but a way of life.
Serapian has begun to make a bit more noise in the market lately by expanding its reach, while retaining its slow-batch approach.
Located in a former A. Lange & Söhne watch store between 65th and 66th streets, the space at its first retail store in the US on Madison Avenue recreates its Paris’ Rue de la Paix temporary location that opened in 2022. Fixtures, display cases, furniture, and artwork were shipped to the New York location to recreate the brand’s artisanal roots, complete with a Milanese craftsman named Paolo, who works in the space’s Bespoke Salotto creating the brand’s iconic Mosaico weave introduced by founder Stefano Serapian in the 1940s.
The demonstration drives home the custom nature of the product, especially its signature Secret Tote bag, created for a Milan client in search of a bag to hold her belongings with a hidden inner pocket in the Seventies. It’s also a functional style for busy working cities such as New York and Milan.
