THE SB JOURNAL

We share the inspiration behind our Spring Summer '25 campaign. From how we executed the vision to reflect the classic, elevated and summery feel of the collection, to what features of this collection we are most looking forward to.

Our founder Serena and her daughter Lola share their favourite spots and must-dos for a weekend in Paris. From restaurant picks to a stylish boutique and their favourite neighbourhoods. This guide offers a personal glimpse into their Parisian experiences.

For Autumn/Winter 2024, Serena Bute revisits the bold colour blocking, timeless stripes, and classic tailoring that her collections are renowned for. Following Serena's philosophy of ease, comfort, and versatility - the collection is designed to seamlessly transition from day to night.