The Bite Magazine - Spring 2019 - Issue 24

bite men L ooking every inch the model himself and a regular on the front row at fashion shows, you may recognise Oliver Proudlock from reality show, Made in Chelsea. When he’s not filming the series, the fashion designer runs his design-led brand Serge DeNimes that he founded in 2011, which provides exclusive seasonal collections of urban apparel and accessories of premium quality. It is perhaps thanks to his mother, a designer herself and also a photographer, that Oliver’s passions have been fashion and art from a young age. By using these two mediums, he is able to express his crea- tivity and ambitions through the brand.“Our origi- nal designs epitomise the urban culture and artistic flair that is the foundation of the Serge lifestyle.We strive to build an artistic community and focus on producing exciting yet relevant designs.” Eton-educated and described as the poshest one in Made in Chelsea, the designer has successfully tapped into the urban market that has seen the brand collaborate with dance and music creatives Krump and Kelvyn Colt.They also present effective campaigns for their collections such as the SS15 ‘Serge DeNimes’ and AW15 ‘Concrete Jungle’ that appeal to young creatives, the street wise and the fashion conscious within the UK and the globe. What is also interesting about this brand is they conduct mini interviews with young models (which I haven’t seen other brands do) on their website. For example, one of the models,TobyWatkins aims to get into more videography and production in 2019. He would also like to have a balanced lifestyle. His all-time favourite Serge DeNimes piece was the skull sweatshirt from a few seasons ago but his current favourite is the Silver Feather Ring. Miguel Harachi is adventurous, energetic and goes with the flow. He likes to keep productive so you’ll usually find him either writing music, reading spiritual insights, going to the gym or watching Anime when he’s not modelling. He loves the Black Praying Hands Hoodie and pretty much all of the jewellery especially the Silver Leaf Earring. One of his most recent achievements was finding and learn- ing who he is which we think is amazing. Describing himself as creative, ambitious and loyal, Alec King is very active outside of modelling. He works in television and broadcast media and is also studying fashion in London. His favourite Serge DeNimes piece is the Silver Feather Ring. Big on sports brand, Kaory Desole is ambitious, passionate and focused. She likes being productive when she’s not modelling and her favourite brand piece is the Guardian Angel Necklace. The brand’s collection of apparels speak volumes and include t-shirts, sweaters and hoodies bearing various symbol designs such as the praying hands, all-seeing eye and a rose that would make any urbanites look great. I especially like the Patchwork Images courtesy of Serge DeNimes Serge DeNimes London