SAFEGUARDING A LEGEND

In an exclusive and first regional interview since succeeding as CEO of Azzedine Alaïa, Myriam Serrano explains her vision for the iconic Maison

- DIANA BELL-HEATHER

Azzedine Alaïa was and still remains an icon, and beloved Maison the globe over. Carving out his own niche and working at his own pace, his clothes timelessly celebrate and flatter 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.