Latest news with #Seraphine
Daily Mirror
06-05-2025
- Business
- Daily Mirror
Royal-favourite maternity label slammed by founder as brand ditches signature 'regal look'
Seraphine, a maternity brand loved by Princess Kate throughout all three of her pregnancies, faces backlash from founder Cecile Reinaud over a rebrand she says abandons its British identity Maternity fashion label Seraphine - a favourite of the Princess of Wales during all three of her pregnancies - is facing backlash from its own founder over a controversial rebrand that sees it ditching its "regal look". Cecile Reinaud, who launched the business in 2002 and sold it for £50million in 2021, has publicly criticised the label's recent overhaul, accusing it of turning its back on the brand's British roots. The French-born entrepreneur, now 51, opened Seraphine's first boutique in Kensington, west London, before expanding into international markets like France and the US. The label became a global sensation in 2013 when the then-Duchess of Cambridge appeared in an official photograph with baby Prince George, wearing the brand's fuchsia "Jolene" dress - which sold out in just two hours. She went on to wear Seraphine throughout her pregnancies with Princess Charlotte and Prince Louis. Seraphine's client list includes celebrities like Myleene Klass, Sophie Ellis-Bextor, Anne Hathaway and Pippa Middleton. But Reinaud now claims the company has strayed from its core identity following a recent rebranding effort by its current owners, Mayfair Equity Partners. Speaking to the Daily Mail, Reinaud said: 'Why abandon our unique British heritage and signature regal purple? Seraphine was once a proud example of British fashion entrepreneurship… now, it seems to have lost its recognisable identity.' The company recently unveiled a new logo and visual identity, aiming to give the brand a more modern appeal. But Reinaud took issue with the direction, describing it as 'resembling a Scandinavian label' and lacking the spirit that made Seraphine stand out in the maternity fashion world. She added: 'My original vision was to create clothes you'd want to wear even if you weren't pregnant. That guiding principle seems to have vanished now.' She was also disappointed that creative director Chelsey Westwood, whose designs played a key role in the brand's early success, stepped down from her role. 'Her immense talent was at the heart of the brand's success.' In response to the criticism, a spokesperson for Mayfair Equity Partners defended the rebrand, saying: 'Last week was a hugely exciting moment for Seraphine, with the unveiling of its enhanced website and refreshed brand identity that incorporated consumer desire for a modernised look and feel." Sales are thought to have faltered since it was sold in 2021, which is part of the reason why the brand opted to relaunch with a new logo and updated design. Sharing the news on Instagram, they posted: "It's here. We've had a rebirth. After over 20 years pushing the boundaries of what maternity fashion is, we've had a rebirth – relaunching our website with a refreshed brand voice for a new era." And while the founder may be disappointed, it appears customers have welcomed the change. One person wrote: "So exciting!" While another added: "Looks amazing!" The brand said customers can now expect more information on their website, including a wishlist feature, back in stock notifications, clever categories, a brand new blog The Kick, details behind the design and customer reviews.
Daily Mail
05-05-2025
- Business
- Daily Mail
EXCLUSIVE The maternity label loved by Princess Kate during all her pregnancies and a row over ditching of its classic 'regal look'
It was a favourite of the Princess of Wales for all three of her pregnancies – but now maternity fashion label Seraphine is embroiled in a right royal row. Four years after selling the business for £50million, founder Cecile Reinaud has claimed the brand has abandoned its British heritage. Ms Reinaud, 51, accuses the firm of losing its way with a rebrand that ditched its 'regal purple' for what she described as a 'Scandinavian' look. She opened Seraphine's first store in 2002 in Kensington, west London. It has since expanded into France and the US. Seraphine sells products ranging from maternity jeans, leggings and dresses to nursing jumpers and breastfeeding covers. The brand received huge attention worldwide when Kate, then the Duchess of Cambridge, wore one of its pieces in the first official pictures of Prince George in 2013. The Jolene fuchsia dress sold out in two hours and she wore Seraphine outfits again in 2015 when pregnant with Charlotte and in 2018 while expecting Louis. Other fans of the label include Myleene Klass, Sophie Ellis-Bextor, Anne Hathaway and Kate's sister Pippa Middleton. In 2021, the business was sold to Mayfair Equity Partners, but it has since struggled with falling sales. Seraphine's owners might have been hoping for a boost last week after a 'modernising' rebrand. Instead, it provoked the backlash from Ms Reinaud, who wrote in a LinkedIn post: 'My original vision was to create clothes you'd want to wear even if you weren't pregnant. 'That guiding principle seems to have vanished now. Just yesterday, the brand unveiled a new logo that makes it resemble a Scandinavian label. 'Why abandon our unique British heritage and signature regal purple? Seraphine was once a proud example of British fashion entrepreneurship, recipient of two Queen's Awards: now, it seems to have lost its recognisable identity.' Ms Reinaud also said she was 'devastated' by the ousting of Seraphine's creative director Chelsey Westwood, adding: 'Her immense talent was at the heart of the brand's success. 'Her creative vision enabled us to dress some of the world's most high-profile celebrities: including becoming the maternity brand of choice for the Duchess of Cambridge.' A Mayfair Equity spokesman told the Mail yesterday: 'Last week was a hugely exciting moment for Seraphine, with the unveiling of its enhanced website and refreshed brand identity that incorporated consumer desire for a modernised look and feel.'
Miami Herald
19-02-2025
- Miami Herald
Broward Sheriff's Office suspends deputies amid Tamarac triple murder probe: source
Broward Sheriff Gregory Tony has placed several of his deputies on administrative leave regarding how they handled a Tamarac triple murder, in which a man with a history of domestic violence shot and killed his wife, her father and the neighbor whose house she sought refuge in, a law enforcement source told the Miami Herald. The couple's 4-year-old daughter Seraphine witnessed the killings, which happened early Sunday morning in a quiet Tamarac neighborhood, deputies said. READ MORE: Abducted child witnessed father gunning down mother, 2 others in Broward, deputies say On Tuesday, about five deputies, which include a mix of patrol deputies and detectives, were placed on leave, the source said. More suspensions may be announced later this week. It is unclear why the deputies were suspended, but the source emphasized the Broward Sheriff's Office routinely suspends any deputies remotely involved in an investigation as a precautionary measure. The sheriff's office will hold a press conference at 2:30 p.m. Wednesday, where Tony is expected to share details on the suspensions. 'I am fearful for my life' For over a year, 34-year-old Mary Catherine Gingles feared that her estranged husband, Nathan Alan Gingles, 43, was planning to kill her, according to Broward court records. A Broward judge issued a domestic violence restraining order against him on Dec. 30 and in February 2024 after Mary detailed his violence. 'With Nathan's violent history, his flagrant disregard for rules or laws, and his telling our daughter that he is going to kill me, I am fearful for my life...' Mary said in the December court petition. On Sunday, as she tried to escape, Broward deputies say Gingles shot and killed Mary while their 4-year-old daughter watched. Mary's father, 64-year-old David Ponzer, and her 36-year-old neighbor, Andrew Ferrin, were also killed in the attack. READ MORE: 'I am fearful for my life': Slain wife of man who kidnapped daughter warned of danger Deputies say Gingles, a former member of the military and IT contractor employed by the U.S. Southern Command in Doral, then abducted his daughter. BSO issued an Amber Alert and deputies later spotted Nathan's silver 2016 BMW X3 at the Walmart at 7900 West McNab Road in North Lauderdale. They arrested him there and found Seraphine unharmed. READ MORE: After Amber Alert for Broward girl, mother found dead, father arrested on murder charges Nathan Gingles is now jailed on a slew of charges, including murder, kidnapping and child abuse. Miami Herald staff writer Milena Malavar contributed to this report.
