Safeguarding a legend
Azzedine Alaïa was and still remains an icon, and a beloved Maison the globe over. Carving out his own niche and working at his own pace, his clothes timelessly celebrate the female form.
Myriam Serrano took over as CEO of the historic Maison in 2019 and since then has been working to preserve and maintain the quality of craftsmanship that made Alaïa the brand it is today. With a past at both Céline and Chloé, Myriam has a thorough understanding of why heritage is crucial in maintaining a luxury brand, and how to push it in a direction that keeps loyal customers happy while appealing to the next generation of Alaïa women.
In her first interview with a Middle Eastern publication, she explains the strategy she’s implementing and talks us through their sustainability efforts.
How would you define Alaïa today?
Azzedine Alaïa always defined himself as a Couturier, placing his craft at the forefront. His mastery of cut, his pioneering approach to the body, his legendary sculptural silhouettes and Couture excellence, has made Alaïa today an iconic Maison beyond fashion. Azzedine Alaïa used to say: “I make clothes, women make fashion”. With this obsession for craft and open to inspiration from all cultures, Alaïa continues today in an uncompromising mind to place women in the heart of creation.
Since being appointed CEO, what has been your main ambition for the brand?
Our ambition is to keep the legend alive. The Maison has an extraordinary legacy to preserve and to share with future generations. Our ambition is about respect and transmission. We will stay true to the original craftsman’s soul of the Maison, secure the same level of excellence in the execution and creation, push the craft forward and give a new energy to the tribute to Azzedine Alaïa’s lifelong work. We will also keep developing an exclusive retail and digital approach to showcase our unique creations and remain as close as possible to our clients.
How do you feel the brand has adjusted after the passing of Azzedine Alaïa?
The first two years after Azzedine Alaïa’s passing, were mainly dedicated to securing the continuity of the craft, ensuring the same people from Alaïa’s studio and the ateliers work together with the same level of excellence, with organised archives and a faithful link with historical suppliers and the foundation. We are now ready to enter a new chapter thanks to the loyal support from our clients and friends. We will, along with the existing teams, integrate new creative talents who will build on the singular vision of Monsieur Alaïa and push the craft forward.
Do you have any specific plans for the Middle East?
There has always been an emotional bond and cultural link between Alaïa and the Middle East. We will obviously continue to build this strong relationship and are planning to open a store in Qatar in 2021 in addition to the beautiful boutique we already have in Dubai at The Dubai Mall. Later this year, we will hopefully launch an exhibition. These events are always an important occasion for us to nurture the close relationship with our clients and to initiate new Alaïa women to the magical effect of his dresses.
Alaïa is an iconic fashion brand, especially to the Arab world. What do you hope aspiring designers from this region will take away from it?
Everything boils down to an obsession for craft, a quest for excellence, a free and uncompromising mind and a direct emotional link with your clients. It is incredible to hear how many clients have a personal story to tell with the Maison.
To read the full interview, pick up a copy of May’s ‘The Mindfulness Issue’ or download it here.
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Images: Supplied
