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.
Denne historien er fra Emirates Woman May 2020-utgaven av Emirates Woman.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra Emirates Woman May 2020-utgaven av Emirates Woman.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Ride the Wave
Hanalei Reponty-Gudauska could surf before she could walk. Embodying her love for the beach and water, she founded sustainable swimwear brand Abysse with her mother, Raphaele. At the heart of the brand is the aim to: “Produce less, produce well.”
The Vacation Uniform
Totême and MATCHESFASHION conjure the perfect summer capsule collection
Summer Skin
The best in beauty to give you a make-up free, fresh summer glow
Style & Substance
With a focus on slowing fashion down, Dear Frances is the footwear brand delivering along with sleek and sophisticated styles
The SUMMER Escape
Channel effortless ease with Isabel Marant’s new eyewear collection for SS21
The Body Glow
An edit of superlative products to let you shine inside and out this summer
Impactful Skincare
Sunday Riley is all about making an impact. The cruelty-free skincare brand “powered by science, balanced by botanicals” is dedicated to delivering measurable results
Making Waves
Guia Cleps, Founder of Italian swimwear brand Reina Olga, on what inspired her to create form-fitting designs that champion every body shape
Heat Proof
The best SPFs to protect your skin
A Greek Odyssey
A temple of relaxation, Amanzoe
