Chit Chat Tuesday: Serena from LOUD Apparel

LOUD Apparel

Good morning Chit Chat Tuesday readers! Joining me today is LOUD Apparel’s brand owner Serena!!

We have just taken this brand on at Circus London Pr and we absolutely love it!

If I was a kid I would be all over this brand as the pieces are edgy, cool and LOUD!!!

chit loud logo

Kate: Why the name LOUD Apparel?

Serena: I’ve chosen the word LOUD because I feel that it expresses what the brand is about! The children’s clothes that I have designed are pieces that I feel stand out, are quirky but with an edge and are out of the commercial ordinary! AND seeing as we are talking about children who are loud and noisy I thought that it would be perfect…

Kate: What piece of clothing could you not live without?

Serena: I couldn’t live without a pair of skinny jeans!! They are my ultimate essentials!!

LOUD Apparel

Kate: Tell us about a crazy moment you’ve had…

Serena: I think the craziest moment I’ve ever had was 16 years ago when I decided to remain in London. I came with 3 of my close girlfriends for a week’s holiday and decided to stay to experience London as I was bored of Italy! I come from Pisa in Tuscany which is very quiet and for me who was quite rebellious at the time, needed more adventure…

LOUD ApparelDue to circumstances, London trapped me! I always say London is a “trap” but in a good way! The city has so much to offer which makes it difficult to leave! I don’t regret staying in London but I would like to be closer to my family!

Kate: Did you always know you wanted to go into fashion?

Serena: I have always been quite fashionable! I always tried to be different from any conformism or traditionalism. I’ve got “Italian blood” so I’ve got a good eye for good quality stylish clothes!! After my boy, Zion was born and living in the trendy area of Dalston, where my neighbours are Fleet Ilya, Chris&Tibor, Christopher Kane, Marios Schwab to name a few, I decided that something trendy and cool had to be done for little ones! This is where and when Loud Apparel was first created!

Kate: What’s a typical day for you?

Serena: My typical day is manic all the time. I first take my boy to school and then I come back to my studio which is where I live as well and start dealing with everyday multitasks that LOUD APPAREL requires! There is more AND more every day. We are a small team, but Emilia and Frank are fab! I couldn’t do my job without them. I work until I have to go and pick up my boy at from school. This can be anytime from 3.30pm to 5 pm. When I get back I have to switch off from work so that I can spend time with my boy before he goes to bed. This is very important to me! If I have something urgent I need to deal I will look into it once he has gone to bed.

Kate: If you could have dinner with 3 people, famous/infamous, dead or alive who would you take?

Serena: Jonny Depp without question! Who wouldn’t want him to sit next to you? Rei Kawakubo because I admire her and would love some fashion advise and Amy Winehouse because her music was great and I adored her style and personality!

Kate: Have you got any plans for Christmas and New Years?

Serena: I will be with my family in Italy for Christmas which I am really looking forward to as it will be nice to relax with them. For New Years I’ll be back in London but I haven’t got anything major planned just yet. BUT I’m sure I will end up meeting up with friends for a gathering.
LOUD ApparelKate: What do you hope 2014 will bring?

Serena: I never do any New Year’s resolutions because I know I can’t stick to them but I definitely hope to improve my brand, be in good health, myself, my boy, my family and friends and that 2014 will be a world with more peace.

Thank you so much for joining both myself and Serena on Chit Chat Tuesday! Tune in next week for another session of chinwagging…

Follow Serena at LOUD Apparel:
● LOUD Apparel –
● Facebook –
● Twitter – @loudapparel
Post by Kate Hill from Circus London Pr.
Photographs courtesy of Serena from LOUD Apparel


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