Fashion Focus: Serena Bute London

London-based designer Serena Bute established her namesake collection in 2015. The capsule collection of wide-leg joggers with striking grosgrain detailing offers the perfect building blocks for a sports-luxe wardrobe.

The capsule collection captured  Serena’s personal ethos: stylish, comfortable, easy to wear and suitable through day to night.

Serena first made a name for herself in the fashion industry in the 80’s with her first label her first label, Wendell and Howes, which was known for it’s  beautiful, comme-des-garçons-esque shirts.

She then moved to Jamaica where she married and had two children Joshua and Jazzy. While living in Jamaica she started her own children’s wear label after noticing there wasn’t much choice for children.

She returned to Britain and started the hugely popular ‘Anonymous by Ross + Bute’ from her kitchen in Shepherds Bush. The collection was inspired by thermal vests which Serena had seen while styling a fashion shoot. It was sold worldwide.

Serena then took a break to spend time with her family.

She launched Serena Bute London in 2015 and showcased it this past weekend at London Fashion week.

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Our stand looking Blooming lovely for day 2 of #lfw

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Serena applying the Finishing Touches to our stand ?. Come see us from tomorrow at The Designer Showrooms! #lfw #lfw18

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Serena Bute has been worn by influencers such as Max Hurd and Sophia Smith.

Here are some of our personal faves from her collection which are currently on sale on the website.

You can also shop Serena Bute London at, and Selfridges.



You can keep up to date with all the latest Serena Bute London news by following them on Instagram.



Written by Kelly McFarland

Likes to post in monochrome on Instagram.
Twitter: @kellymcf6
Instagram: @kellymcf6

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