24 Hours With… Ludovic De Saint Sernin
If Paris is the fashion capital of the world, then Ludovic de Saint Sernin must surely be crown prince. In the past five years the designer has made his name with a vision of sensuality that has taken the fashion industry by storm. From titillating campaigns to barely-there pieces that celebrate all things seductive, Ludovic is a living embodiment of his brand. Bold, stylish, and always on the sexy side, here he takes us through a day in the LdSS world…
“Working out with my boyfriend."
“Cuddles with Louis. He loves my white couch!”
What time do you wake up and where?
I wake up around 9am next to my boyfriend Ignacio and my dog Louis. Louis sleeps in his own little bed right next to ours.
What’s the first thing you do in the morning?
First thing I do in the morning is cuddle with my boyfriend and my dog before I jump out of bed to go take him out for a walk. This will sound very “French cliché”, but while I walk my dog I normally pick up a pain au chocolat from the boulangerie downstairs for breakfast.
Where are you usually based?
I am based in the Marais in Paris, where I have been living for the last couple of years. It’s really the cutest place ever - it’s like a little village inside the big city, and you pretty much know everyone in the area.
What does your average day look like?
The best part about having your own brand is that there isn’t one day that looks like the next. We have so much going on and we are still a small team, so it’s all hands on deck which is super fun. If I had to sum up a typical day at LdSS, it would be sitting in a meeting with my team and going through everything together: research and moodboards, developing the new collection, looking for new fabrics, visiting the ateliers and checking the progress of production, doing a custom made order for a celebrity, meetings with the PR team, and of course being on my phone on Instagram posting content.
Do you have any rituals?
I’m a Virgo so I am naturally a ritual maniac - I can’t start working until everything in my surroundings is where it needs to be. I also love to work out in the afternoon after I’m done with work.
Where is your studio located and how do you get there?
I have my studio and my atelier inside my apartment. Which is super convenient as there’s no transportation and technically I can’t ever be late to work.
“A sketch I did for my latest AW22 collection.”
“A sketch I did of Lindsay Lohan when I was a teenager!”
How would you describe what you do?
I am the founder and creative director of Ludovic de Saint Sernin which launched almost five years ago now - that means I do a lot of different things which are all equally interesting. I think that, of all the things I do, that which I’m the most proud of is building a community that I love, and who support me. It’s more than just a fashion label, it’s a meaningful and purposeful community.
How has your background influenced who you are today?
I think that my environment and how I grew up definitely made me the man I am today. I was born in Belgium, grew up in Africa and moved to Paris when I was eight years old. Growing up abroad gives you a different perspective on life, and growing up in a city makes you grow up faster than you think. With that background, I have always been so curious about other cultures and other ways of living. I love travelling, which I think makes me a tiny bit more open-minded and welcoming than most born-and-raised Parisians.. ha!
How did you get your start in fashion?
Growing up I was always drawing. I was obsessed with the Little Mermaid as a young boy and as a teenager, I fell in love with another famous redhead - Lindsay Lohan. And all the girls from the 2000s! That’s how I fell in love with fashion. My parents always supported me, and I studied fashion at Duperré in Paris and started interning at Dior, YSL, and Balmain. Eventually I realised that I couldn’t find my true self in any of these labels so I left and started my own brand. Et voilà!
What are the most important factors for the brand?
Ludovic de Saint Sernin, the brand, is a celebration of love, sex and freedom. It gathers together a community of creative people that celebrate being your most authentic self. It’s unapologetic and brave, and it welcomes anyone that feels like they can relate to the aesthetic of the brand, but also its values.
“Fittings with the stunning Sophie Koella.”
“Fresh flowers in my living room.”
How do you get into a creative headspace?
I spend a lot of time online researching and screenshotting things I love, so a way that I get into a creative headspace is to open my phone, look at my screenshots, and take it from there. It’s a funny process because I then inject whatever comes from my memories or feelings and mix it all up to create something new. My inspiration tends to be quite autobiographical - I take a lot of it from my own life or what I go through. I find this makes my work more relatable and genuine.
Whilst working, where do you go and what do you do to take a break?
I have a couple of options. I’ll walk my baby dog Louis who I love so much - spending time with him is my favourite activity. I also love pampering so I’d probably go for a mani/pedi or a massage, or to the gym. There’s nothing like a good workout to get back into a good headspace for me.
Do you have a favourite piece from your new collection?
I think one of my favourite pieces from the collection is the long white dress in cloud fabric. It’s made in this beautiful smoked silk fabric that’s custom made for us in Italy. It’s simple and pure and fits all types of bodies.
Who would you most like to see wearing it?
I would love to see Kylie Jenner in it, she’s amazing, I love her so much!
“Louis taking a little nap.”
“Cute selfie with my boy…”
“The book Ezra Petronio gifted me”
What’s on your bookshelf right now?
Ezra Petronio from Self Service just gifted me a book about Jacques de Bascher, titled Dandy de l’Ombre by Marie Ottavi. I cannot wait to start reading it.
What do you usually do for dinner?
My favourite thing to do is to eat my boyfriend’s food. His dad is a chef and he gave him that passion for good food and eating well. There’s nothing that tastes better for me than his cooking, so I’d probably go to Maison Plisson with him to get the best groceries, and then let him work his magic.
What time do you go to bed?
I’m not very strict when it comes to bed time, so it can be any hour really. I do need my beauty sleep though, which is 8 hours minimum for me. But sometimes it’s just more fun to stay up and have fun, rather than just being a good boy, isn’t it?!
Last thing you do before you sleep?
Instagram, no doubt.
What do you dream about?
Interview by Georgia Graham