Cecile Reinaud, the founder of Sesaphine, says the rebrand, which Princess Kate loves throughout all three of her pregnancies, is causing resentment from the brand’s founders.
Maternity fashion label Seraphine – a favourite of the Princess of Wales during all three of her pregnancies – is facing backlash from its own founder over a controversial rebrand that sees it ditching its “regal look”.
Cecile Reinaud, who launched the business in 2002 and sold it for £50million in 2021, has publicly criticised the label’s recent overhaul, accusing it of turning its back on the brand’s British roots. The French-born entrepreneur, now 51, opened Seraphine’s first boutique in Kensington, west London, before expanding into international markets like France and the US.
The label became a global sensation in 2013 when the then-Duchess of Cambridge appeared in an official photograph with baby Prince George, wearing the brand’s fuchsia “Jolene” dress – which sold out in just two hours.
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She continued to wear Seraphine with Princess Charlotte and Prince Louis throughout their pregnancy.
Seraphine’s client list includes celebrities like Myleene Klass, Sophie Ellis-Bextor, Anne Hathaway and Pippa Middleton.
However, Reinaud now asserts that the business has abandoned its original name as a result of Mayfair Equity Partners’ most recent rebranding.
Speaking to the Daily Mail, Reinaud said: “Why abandon our unique British heritage and signature regal purple? Seraphine was once a proud example of British fashion entrepreneurship… now, it seems to have lost its recognisable identity.”
A new logo and visual identity were just released by the business to give it a more contemporary feel.
But Reinaud took issue with the direction, describing it as “resembling a Scandinavian label” and lacking the spirit that made Seraphine stand out in the maternity fashion world.
She continued, “My original goal was to make clothes that you could wear even if you weren’t pregnant.” That guiding principle appears to have vanished.
She was also disappointed that Chelsey Westwood, a creative director, stepped down from her position. Her designs were a significant part in the brand’s early success.
Her unmatched talent contributed to the success of the company, according to the statement.
A spokesperson for Mayfair Equity Partners defended the rebranding, saying: “Last week was a hugely exciting moment for Seraphine, with the unveiling of its enhanced website and refreshed brand identity that incorporated consumer desire for a modernized look and feel.”
Sales are thought to have decreased since the brand’s sale in 2021, which is a factor in the brand’s decision to relaunch with a new logo and updated design.
Sharing the news on Instagram, they posted: “It’s here. We’ve had a rebirth. After over 20 years pushing the boundaries of what maternity fashion is, we’ve had a rebirth – relaunching our website with a refreshed brand voice for a new era.”
It appears that customers have embraced the change, despite the founder’s disappointment. “So exciting,” one person wrote. One person continued, “Looks amazing!”
Customers can now expect more information from the brand, including a wishlist feature, back-in-stock notifications, clever categories, a brand-new blog The Kick, details about the website’s design, and customer reviews.
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Source: Mirror
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