Talking to Serpui: Luxury spots, fashion series, and stylish celebs: the brand’s ultimate moment

Finding a piece of Brazil in an international luxury setting reinforces every detail that shapes our creative identity. With Serpui Marie bags, the feeling is exactly that: the pieces move between celebrities, TV series, and fashion calendars, carrying the same DNA without ever losing innovation. The fresh and artsy spirit created by the designer travels through sunny lands, springtimes, and urban and rustic summers. This is how fashion history is made.

Serpui Marie spoke with Fashion Label Brasil to celebrate this moment.

1) The brand is in a great phase, debuting at Printemps in New York and Lafayette in Nice. With so much international fashion endorsement, being chosen by celebrities, stylists of famous series, and now in iconic stores, how do you define the brand’s current moment? What are your plans for the next few years?

Seeing the brand present in such emblematic stores as Printemps in New York, Galeries Lafayette in Nice, Revolve, ShopBop, among others, is the recognition of a body of work built with great consistency over the years. We always seek to create products with their own identity, valuing Brazilian artisanal craftsmanship. It is very gratifying to see that this perspective has won over clients, stylists, celebrities, and major retailers around the world. For the coming years, we want to continue expanding our international presence in a very selective way. More than being everywhere, we want to be in the right places, alongside partners who share the brand’s values.

2) Building pieces with craftsmanship and regional references while being fashionable at the same time seems challenging for many brands, but not for SERPUI. What is the strategy?

I believe that tradition and innovation don’t have to walk separately. Our inspiration comes from Brazilian nature and culture and manual work. But all of this is filtered through a unique creative vision. We want to create an object of desire. We put a lot of work into developing shapes, materials, colors, and finishes so that each collection offers novelty without losing the brand’s essence.

3) You’ve mentioned in an interview that one of the brand’s pillars is quality. How is quality managed from the beginning to the end of the product creation process? And how about marketing management?

Quality has always been a non-negotiable value for me. It starts long before production. It begins with the selection of materials, the development of prototypes, and the definition of finishes. Every detail is thought out and reviewed several times before a product enters manufacturing. We have rigorous quality control processes because we understand that the items are handmade and need to reflect this care in every detail. A bag on our loom takes 3 to 4 days to be produced.

As for marketing and communication, I am heavily involved in the brand’s entire creative direction. I think it’s important that everything aligns with the essence of SERPUI and maintains a consistent language across all markets.

4) SERPUI has this seasonal summer spirit. The focus is on Resort, Spring Summer, and High Summer. What are the differences between the launches from a product perspective?

We develop three collections per year. The Resort collection conveys a holiday vibe, travel, and sunny destinations. This is where we more intensely explore natural fibers, playful shapes, vibrant colors, and summer-related references.

The Spring Summer collection, on the other hand, has a slightly broader scope. We continue to value the natural materials in the brand’s DNA, but we introduce a more versatile proposal, with models that transition between different seasons of the year.

High Summer is a launch that functions like a capsule, created to meet the peak of the summer season. It brings new items that complement the main collection, with more relaxed, colorful, and playful proposals, reinforcing the holiday spirit that is part of the brand’s identity.

5) Despite the iconic pieces in straw and beading, Serpui offers a nylon collection, which seems to have a more urban feel. Was this line created with other seasons, such as autumn and winter, in mind?

The nylon collection was born from the desire to offer a more versatile option for everyday use while maintaining the SERPUI DNA. All bags come with charms and straps in natural materials, which always characterize the brand.

I also developed leather and suede bags, always with our DNA, featuring our signature finishes and different strap options.

By Juliana Lopes @j.u.lopes content editor at Abest & Fashion Label Brasil