Serge DeNîmes pop-up shop party with the Made in Chelsea cast

Last night Serge DeNîmes launched its pop-up shop in the gallery space of hip clothes store Wolf & Badger in Mayfair. The fashion label is a contemporary brand founded in 2011 by Made in Chelsea’s Oliver Proudlock and has quickly become one of the newest urban T-shirt brands to be seen in.

The Wolf & Badger store couldn’t contain the masses of people who attended the launch last night. The gallery space and main store were filled with guests and the party even spilled out on to the street, cementing Serge DeNîmes popularity. In the crowds of people were many of Proudlock’s Made in Chelsea cast friends, including Francis Boulle, Spencer Matthews and Rosie Fortescue, who showed their support and spent the evening casually chatting and sipping cranberry and vodka, and Japanese beer.

The Gallery had been transformed to look like someone’s home, complete with chesterfields, vintage suitcases and stag antlers on the wall. A DJ, positioned in the basement gallery, filled the cool blue and purple-lit store with hip-hop beats whilst street artists drew over an entire wall.

For the pop-up shop, Serge DeNîmes have released a limited collection of sweatshirts and tees. Motifs of crosses, skulls, images of the All Seeing Eye and designs from the brand’s first range, which uses a series of photographs taken in 1978, adorn the pieces. Proudlock has even penned a few T-shirt designs himself as a limited edition to the range. The three designs are portraits of Obama, Kayne West and Lil Weezy with slogan “the good life’”over their heads.

Serge DeNîmes, whose name is taken from the original name for denim, is a small brand focusing predominantly on contemporary urban T-shirts with silkscreen prints. However with such a large following already the brand is looking to expand in to other areas of design as well as collaborating with young designers.

Hollie Bracciale
Photos:  Martin Evans 

Find the pop up store at The Gallery, 32 Dover Street W1 between 13^th-23^rd December or shop online here.