OLIVER Proudlock launched his Carnival ’78 fashion collection for his label
Serge DeNimes last night a collaboration with his mum Lena.
The Made In Chelsea star, 24, was supported by his E4 show co-stars Rosie
Fortescue, Jamie Laing, Francis Boulle and newcomer Pheobe-Lettice Tompson, at
the pop-up exhibition at Imitate Modern in West London.
Comparing his range with his pal Jamie’s fashion range, Oliver told The Sun
that he thinks he is the more stylish of the pair.
Joking around, he said: “I’m not saying anything… but yes!”
Jamie has his own range, called Candy Kittens, which sells t-shirts and
accessories but was originally planned to be a sweet shop.
Oliver explained: “The two brands are very different. I think our target
audience is very different also.
“It’s very cool, we both have offices in the same building which is nice,
so not only do we live together, we work in the same space. We never argue.”
“I know Jamie is planning to bring out a range of candy at some point,
but I’m waiting for him to do it!”
He was showcasing his SS13 collection last night featuring photographs by his
mother Lena.
The collaboration is explained on the Serge DeNimes website.
Lena writes: “One of the three best things I have ever done in my life is
visit Rio three years running (75, ’76 and ’77) and for four days non-stop I
took endless pictures from morning till the following morning … click,
click click!
“Hence the book Carnival in Rio published by Hawthorn Book Inc, in New
York was published in 1978.
“Thirty-three years later since the book was published, my wonderful son,
Oliver Proudlock, has designed and built the company Serge DeNimes,
incorporating a range of fabulous t-shirts using the Rio images.
“I love wearing the t-shirts as not only are they super comfortable, but
they remind me of my Rio days.”
