Proudlock‘s mother Lena is his fashion muse and inspiration, and she was there looking on proudly (naturally)!
The man himself started the brand before his time on Made in Chelsea, and said:
“I am keen for people to view Serge DeNimes as a credible fashion brand. I started the brand before I was on the show, but Made In Chelsea has provided me with a great platform. I studied Fine Art at University, and have always been interested in fashion, but I wanted a break from painting and so decided to combine the two.”