Luxury maison Serapian was founded in Milan by Stefano Serapian in 1928. An ambassador of Milanese elegance and Italian craftsmanship, Serapian creations are entirely made in Italy from the most noble leathers and materials. “Day & Night” caught up with Giovani Nodari-Serapian –Bespoke Director, Serapian, and a third-generation family member – on his recent visit to the region
Before we talk about Serapian products, tell us about 2017, when Serapian became part of the Richemont Group. Prior to this, Serapian had been supplying leather to the Richemont Group for quite a long time. Can you tell us how this came about and how Serapian benefits from this?
The relationship between Serapian and the Richemont Group started in the 1960s, and has been a long engagement. The decision was quite easy because at that time, there was a huge expansion in Serapian and the family believed that it was the time to give a chance to the maison to be internationally known. Many other groups showed a lot of interest, but thanks to the relationship that Serapian already enjoyed with Richemont for so many decades and the fact that both the Richemont Group and Serapian are equally more keen on the artisanal craft and luxury – than on fashion – gave us the security to take this decision.
Serapian has been featured in “How to Steal a Million” by Audrey Hepburn, and Frank Sinatra. But the brand has always been a niche brand, depending mostly on word-of-mouth; why?
That is the only way to ensure that we are luxury; you cannot create unique pieces, personalised pieces if you don’t keep your production under control. We are talking about luxury, not mass production, and we must keep it that way to control the quality and the uniqueness of the maison.
Serapian is famous for the Mosaico that uses Napa leather, which was introduced in 1947. Are you surprised by how relevant it still is even today?
Mosaico and the other pillars of the maison have been designed keeping in mind the future; they were not designed to follow current fashions, but for the future. All of our designs – and our founder is very particular about this – need to be long-lasting and timeless. If you have this mindset, you will always develop and produce creations that will last for years and years, because they are not products of the present, but creations of the future.
Serapian is expanding all over; which market are you more interested in entering now?
We are here today because the mindset of high-end clients from the region is very close to ours. I have spoken to a lot of them and I cannot believe how at home I feel here even though we come from different worlds. Today, people in this region have the need for individuality, to express their mind and creativity; exactly how the Milanese are doing. For all these reasons, this region is absolutely the place where Serapian could be understood better.
Serapian is a Milanese brand; can you tell us what best defines the Milanese style?
Milanese means being classic, long-lasting, unique but unexpected at the same time. The typical example is this beautiful villa that is close to our headquarters. It is the most classical Milanese house that you can imagine with a beautiful garden in front of it. But if you get a chance to look inside, you will find these pink flamingos walking around. You have the contrast between this classical building and the exotic and unexpected colour of the flamingos. Serapian and the Milanese style is about that; unique, timeless but with a touch of the unexpected.
Tell us about your latest collaboration, Serapian X Space Invaders, with Taito?
It started because the Stepan collection – named after our founder – was created in 1972. Soon after, in 1976, Taito created the Space Invaders game. For us the Japanese market is very important, and honestly, we are fascinated by the Space Invaders. Every time, we do a collaboration, we look outside the box, and so it was quite natural to collaborate with them on this project. Our clientele is unique; they are classical but want a touch of the unexpected and colourful.
How was the feedback when the Space Invaders collection was revealed?
It was absolutely positive, and was quite different for our clientele. Because the Stepan line on which this is designed is one of our most known – after the Mosaico – collections, it was interesting how a person of my generation who has seen the Stepan line used by his father and his son, is now seeing it in younger generation with a new version. It was the meeting of two generations in one product.
