Alongside his appearances as part of the UK reality television series Made in Chelsea, Ollie Proudlock founded his ‘design-led’ brand Serge DeNimes, emerging in 2011. With an emphasis on urban culture, art, and design, Serge DeNimes primarily crafts jewellery. With similar aesthetics to contemporaries such as The Great Frog and Frederick Grove, Serge DeNimes’ jewellery derives designs from antiquity, classical iconography, and blends a cultural combination of rock n’ roll with a hefty serving of hip hop.
Proudlock discusses the story behind the collaboration, and how both brands situate themselves around a similar array of interests. “I had the pleasure of visiting the Hard Rock Hotel Davos with my fiancé Emma-Lou earlier this year,” Proudlock explains. “It was my first time staying at one of their hotels and, not only did we have an amazing trip, but I also had the pleasure of meeting the Senior Vice President of Hard Rock Hotel International, Dale. Over glasses of old fashioned, Dale and I immediately clicked and saw there was a clear synergy between Serge DeNimes and Hard Rock Hotels.”
Proudlock continues, describing the shared interests of the brands. “Both brands have a strong link to creativity; in particular music. Both [brands] offer a premium service/product at an affordable price. It’s no secret that rock music has a strong link to fashion and no true rockstar is complete without some jewellery.”
“We are very excited to be launching the first part of this collaboration at the newly opened Hard Rock Hotel London, which is the only physical place to buy the collection. As well the new collection, we’ve also launched a free ring sizing service to ensure you find the perfect ring with the perfect fit.”
The Imperium Collection consists of a ring and necklace, both featuring fiery amber tiger’s eye gems set on to a premium sterling silver base. The ring, too, is mounted onto a gold-tinted silver, drawing the vibrant hues out of the tiger’s eye stone. Proudlock explains the rationale and inspiration for the aesthetics of the pieces. “The inspiration came from merging style notes from music genres that fitted both brands, rap and rock. The collection features two unique pieces; one ring and one necklace. The ring features the Serge DeNimes logo amongst a heavily rock-inspired design, which reflects the iconic Hard Rock Hotel heritage for the ultimate collaboration of styles and trends. The necklace has a thick, heavy pendant consistent with that worn by rappers. The single pendant makes it ideal for layering with other necklaces, as styled by rock stars throughout history. The tiger’s eye stone on both pieces tie them together for the perfect set, but [the pieces are] iconic enough to be worn individually. Tiger’s eye is a symbol of personal power,” Proudlock explains, “power in Latin is ‘imperium’, so that was a natural pick for the name [of the collection].”
In addition to the launch of the collection on the 14th of September, Proudlock provides details on the Serge DeNimes social media competition, which is supporting the release of the Imperium Collection. Alongside the two new pieces from the collaboration, the ring and necklace will be retailing exclusively at the Hard Rock Hotel with a selection of Serge DeNimes core pieces. “We have an exclusive social media competition, which launched on Instagram,” Proudlock explains. “You can win one of 50 of the pieces and have them engraved at the Hard Rock Hotel London for the ultimate personalised touch. To enter, Proudlock’s brand is giving the competition a musical touch. “To enter you just have to head over to the Hard Rock or Serge De Nimes Instagram pages and tell us an artist whose style inspires you the most using #FashionMeetsMusic.”
Proudlock continues on this note and describes the idea behind using the #FashionMeetsMusic hashtag to promote the collaboration. “The two come hand in hand,” Proudlock says. “When I started Serge in 2011, it wasn’t just about the products, but about the creative community and at the top of this chain was, and still is, music. Fashion and music are what embodies Serge and is rooted deep in my family and business foundations.”
“Similarly, the Hard Rock Hotel London [contains] a rich musical history. From a letter written in 1958 by the late Buddy Holly to the Kirkwood piano Freddie Mercury practised on as a teenager, the Hard Rock Hotel London displays some of the world’s most valuable collections of iconic music and fashion memorabilia which people can see throughout the Hotel.”
As well as the jewellery itself, reflecting the importance of music both brands hold, Proudlock is creating a Spotify playlist to accompany the launch of the collaboration. Demonstrating Serge DeNimes desire to build and support artistic community, Proudlock is focusing on selecting a variety of up and coming artists for the playlist. News on the playlist is set to be shared across both the Hard Rock Hotel and Serge DeNimes’ social media channels.
“It will be a real mix of various genres,” Proudlock says, discussing the contents of the playlist. “I want to keep people guessing as they go from one track to another. Up and coming artists will also be a real focus for me. Serge DeNimes and Hard Rock Hotel London are brands that aim to promote and support up and coming artists and creatives from both worlds of music and fashion particularly.”
Serge DeNimes and the Hard Rock Hotel already have plans in the pipeline for further collaboration following the launch of the Imperium Collection in London. “We are launching the Serge DeNimes range in Hard Rock Hotel Davos, which is super exciting. This is where this partnership began, and we are very much looking forward to stocking our collection there and obviously in the Hard Rock Hotel London. Branching out to various sites across Europe and growing together is an exciting next step for our collaboration.”
With the launch of the new collection on the 14th of September, Serge DeNimes will be concluding their competition on the 16th, so be sure to share your musically inclined fashion inspiration in order to have a chance to win.