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- Hey Vogue, I am Serena,
and we are getting ready for my first February
fashion show, I always do September,
but I've never done February.
[upbeat music]
It's 6am, we're really tired,
but we're here, our show is at nine,
in the next few hours we have walkthrough
for the models, for rehearsal,
and we're here for New York Fashion Week,
in New York, and it doesn't get better than that,
so I'm really excited for, see what happens.
So, my glam team here is Rene, we've known
each other for five years.
- Five years.
- He makes me look very special,
and my hair is Miss Elethia, we've known
each other for two sessions,
but I loved working with her.
And in the chair, you'll be surprised to see
my bestie, Caroline, she's making her fashion
debut on the runway.
We had an extra dress, and she looked so good in it,
and I was like, and you're closing the show.
- I've had 12 hours to prepare myself
to walk,
no pressure.
- So right now we're just getting hair and
makeup ready, then we have rehearsals,
we need to make sure the models are set,
and know where to walk.
I don't even know how this show is gonna go,
this show was originally having no music,
and I had to add music, Selena Gomez obviously.
So I love this song called "Rain",
I love just the models walking out to that,
and then we'll go into my favorite song
which is "Lose You To Love Me."
All my models have a really light, natural makeup.
It's morning, it's early, I really wanted to
do something totally different, so this show
is not your normal fashion show, it's really intimate.
Honestly it always fills me with 50 people*,
but that proved to be impossible,
'cause so many people wanted to come to the show,
and we wanted to have, you know,
some great editors here,
and some really good press, so we got it down
to 80 people, our last show was 400 people,
so it's a completely different format than normal.
So, I'm actually gonna do a fireside chat,
so it's like a Q & A, you know some of my favorite
designer that would love to just hear them talk
about the collection, I thought it would be
really cool if someone wanted to get
into my mind as a designer,
Anna Wintour, she was my first choice obviously,
I thought there's no way I can do this without her.
I texted her, 'cause I was in Australia,
and Anna is a very professional texter,
the second you email Anna
or text Anna, she replies.
I remember saying no pressure,
I hate putting pressure on people,
except for Caroline, 'cause she's basically
my little sister [laughs], so she has to do things.
But Anna, Anna went to her [laughs].
[upbeat music]
I always wanted to be in fashion.
My mom used to make our outfits
when we would play tennis. She used to sew them
and I used to see all these patterns
like, you know, we would lay it on the floor
and she would cut it out
and she taught me early on how to sew
and how to make things. So, this kinda
always been something that, inevitably,
I was gonna be in and I didn't even realize it.
Then, eventually I went to school for it
and I fell in love with it when I was in school.
I always joke, in between winning Wimplingtons
and US opens I was in fashion school
and it's literally true.
Fashion school is hard, it is hard.
Every day someone would have a meltdown.
I remember Venus was there, she had a meltdown
and I remember thinking, "That's so crazy.",
and directly the next day I had a meltdown.
It was hard I mean, between pattern making
and then just starting and learning how to work
those industrial sewing machines,
that alone would make you cry.
I actually started out making lots of dresses,
which every fashion student does.
It's all about dresses, wedding dresses,
evening gowns, and then you get into reality.
And, you're like okay, that's not sustainable
that's impossible so, ready to wear.
I've made a few things that I've actually
worn on red carpets, some hits
and a lot of misses. [laughs]
And a lot a lot of misses, but I was really young
and it was a good experience and it got me down
this path of just a different line.
And, not only a fashion line,
but a complete brand. It took me over
15 years to get here, so.
We have a jewelry collection, it's fine jewelry
with ethical diamonds which is super important
to me.
For now, I think I'm gonna wear these
earrings, maybe. And then, I'll
just choose some bracelets.
This line is more of a presentation.
So, we're doing a really small capsule here.
We wanted to make a bold statement
with sustainability so we have a capsule
of vegan leather. It's beautiful,
it's really amazing.
I am currently obsessed with prints
and animal prints, but I wanted a new way to
present an animal print.
It's interesting 'cause my husband,
he's one of the investors in a company
that is able to tell you the latest trends.
When I'm on to something I ask him
is that something that's gonna be a trend,
so giraffe is in and I love it,
I'm obsessed with it.
Olympia decided to sleep in,
she's not here today, this is too early for her.
Quai Quai is Olympia's doll, which somehow
got famous and I'm trying to figure out how.
She gets a ton of engagement,
she gets a ton of likes, she's verified
real quickly, she has 12,000 likes.
Can you imagine?
Yeah, it started for fun,
I just posted some things about her
and next thing I know it's like a thing
and I'm like, I was just joking.
[upbeat music]
[laughing]
We're gonna finish glam here and I'm gonna go
to rehearsals.
Let's do this, you ready?
- [Caroline] Yeah, lets do it!
- Okay.
[upbeat music]
Our mission is, we want women to feel celebrated
and appreciated.
It doesn't matter what you look like,
and where you come from or what size you are.
Sometimes you might have a bad day,
but you put on our clothes
and you just wanna feel confident,
you know we wanna bring confidence to that woman.
When we're designing, we're designing things
like, "Will this make someone fell confident?".
Those are literally things
that go through my mind. From the color package
to the designs.
- So, you know it was great to talk to you.
- Thank you so much!
- Looking forward to seeing the collection.
[upbeat music]