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THE STORY BEHIND AW24

AUTUMN/WINTER 2024

AUTUMN/WINTER 2024

For Autumn/Winter 2024, Serena 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 take you from the early days of Autumn, all through the winter.

A central focus of the collection is the emphasis on bringing newness whilst continuing to create easy-to-wear coordinating sets that can be worn together or as separates. With this we see the introduction of new shapes and fabrics as well as the reappearance of SB’s iconic styles.

"This collection, for me, is all about classic cuts with elevated details" - SERENA BUTE

Our collection opened with our Coastal Stripe and Layered Colour capsules, both introducing new bright colours to the SB palette.

The Coastal Striped Collection, launched in August, and was designed to seamlessly transition from warmer days at the coast to the colder winter months. Whether you're pairing our striped shirts with jeans for a casual look or combining the striped joggers with an oversized knit for warmth, this collection has a nautical freshness that remains a staple throughout the year.

Our Layered Colour capsule introduces a new colour block scheme along with introducing a reversible style, allowing for ultimate styling options. These pieces will take you seamlessly from day to night with confidence, flattering all body types.

The collection then includes new tailored designs, introducing pieces inspired by classic menswear shirting and tailoring. These office-ready pieces are designed for all-day comfort, ensuring you look polished and feel comfortable from morning meetings to evening outings.

The modern designs effortlessly pair with both trainers and boots, depending on what you are up to and can then be elevated with gold jewellery for a touch of glamour, making these pieces perfect for both professional and social settings.

A main focus of the collection continues to be our matching sets, as this continues to be the easiest way to achieve a ‘put together’ look that is effortless, and as always, prioritises comfort.

This season we have continued to experiment by adding a jacket combination to our coordinating sets. We began to introduce a jacket to our sets last year and have now developed four further outerwear styles that can be paired with pieces from the collection.

Our collection offers a versatile range of styles to suit any occasion. Pair the Cargo Jacket with coordinating trousers for a cohesive, polished look. The Oversized Cargo Shirt can be styled as a jacket or even worn as a dress, adding a touch of effortless chic to your wardrobe.

For a sophisticated finish, drape our luxurious Wool Cape over any ensemble. Each piece will add something to your wardrobe whilst being highly functional.

Amongst new styles, we have also introduced new fabrics. This collection sees the introduction of a new Italian wool which has been produced using a boiled wool finish.

This fabric is sturdy warm and an ideal fabric for our new exclusive kilt and cape.

Speaking of, this collection sees our first ever Wool Cape, a luxurious piece that is truly unique. Designed with a soft velvet-lined collar and pockets and vibrant pink satin lining.

We have also expanded our knitwear range, using a fine merino wool and cashmere blend to create timeless knitwear pieces to add to your capsule wardrobe.

For this season, we have been working behind the scenes to source machine washable fabrics that offer consistently high quality, ensuring our pieces remain easy to care for while maintaining their luxurious look and feel. This continuous mission has led to a significant achievement with this collection including the highest number of machine washable pieces our collections have ever had.

Our dedication to convenience extends to our knitwear collection. Each knitwear piece is crafted from high quality machine washable wool and cashmere blends, allowing you to enjoy the softness and warmth of these elegant wool staples without the hassle of special care. Embrace the perfect blend of luxury and practicality with our thoughtfully designed, easy-care collection.

Shop Autumn/Winter 2024

Going against the traditional grain of always thinking about what the customer wants, Serena was driven by what she wanted to wear...

Sustainable fabrics that are ethically produced...

Working at Serena Bute is a fulfilling experience...