On the list of brands that will launch at Playtime Paris at the end of the month, Loud Apparel caught my eye. This young and fun line was created 3 years ago by Serena Di Scalzo, an Italian designer based in London.
“The name LOUD came out because it translates the philosophy of the brand, a brand that wants to stands out, to be noticeable and more specifically because we are talking about children and children are loud, noisy and thunderous!” comments Serena . “I am Italian and I live in London, so the brand is an amalgamation of London’s creativity and Italian minimalism + craftmanship. The collection are created between London and Italy and we always select the best italian textile suppliers…”.
Serena came to London many years ago, when she was a young, rebellious and “a free spirit girl”. Pisa, her hometown, was starting to be tight for her and she was dreaming of new experiences, new adventures. Despite its sometimes too frenetic aspect, London became an addiction for Serena who never went back home. “London is a trap believe me! Time is never enough and everyday you have to run about madly to achieve your goals. But it has a magical power, it is a fascinating place, very inspirational!”
In London Loud Apparel is on display at TinLid (96 Bermondsey Street, LONDON SE1 3UB) and Quirky Collective (online). The line is also available in Japan, France, Italy and The Netherlands.
Florence Rolando
Launched in London in early 2009 by Florence Rolando (journalist, co-founder of Bubble Trade Shows) Pirouette Blog has been a reference in the industry since 2009 with its combined business and consumer view of the children’s market. A fantastic resource for children’s fashion, design, trends and culture, it aims to support creativity and talent but it also does this by talking about life, family, culture and health.
Florence is an international leader in the industry (8 years as a Milk Collaborator, contributor to Naif Magazine in Spain, co-founder of Bubble Trade Shows in New York and London).
Now Florence runs Energy Therapy Porto @enrgy_therapy_porto
Subscribe to Pirouette's monthly Newsletter.
You might also like
August 23, 2024
Another new store opening for The Animals Observatory in South Korea.
A new store opening for The Animals Observatory in South Korea at Daejeon Shinsegae Art & Science:1 Expo -Ro, Yuseong-Gu Daejeon taking the number of store mon-brand stores to 4 in the country.…
February 29, 2024
Jean Jullien’s ‘Paper People’ at Le Bon Marche Rive Gauche, Paris
If you're in Paris make sure to pop into Le Bon Marche, Rive Gauche - there you will encounter two gigantic blue paper people created by Jean Jullien. Art set in a retail space ensuring an enhanced…
October 6, 2021
Pirouette kicks back into action
After being hacked & disabled we're back to bringing the whats what in Kid's fashion & lifestyle! Pirouette has been a little quiet for a while. In part at least because I've been working for…
August 27, 2020
Little Creative Factory AW20 collection ‘Unexpected Poetry’ launches today!
It's been a year since founder and designer of Little Creative Factory made the big move to the even bigger Apple with her lovely family. What a year it has been, there's no stopping this family…
November 12, 2019
Pirouette #CoupDeCoeur: Quiet Town Shower Curtains
The covetable shower curtain is quite the elusive thing to discover, however Brooklyn based Quiet Town's wonderful designs are something a little bit special. Discover Pirouette's #CoupDeCoeur Quiet…
October 21, 2019
Maison Mangostan x Melijoe
Sneaker addicts at the ready! Colourful and covetable footwear label Maison Mangostan and Pirouette favourite kid’s fashion retailer Melijoe have come together to create a very special limited…
September 27, 2019
Photography: The Many Faces of the Grown Man’s Self – Léa Wormsbach
Proving studio shoots need not be boring - a rich deep colour palette can project a luxury aesthetic and stand out from the saturated tendency of standard catalogue shots. The photography of Léa…
September 9, 2019
Reebok x The Animals Observatory 2nd Collab
The Reebok Classic Nylon Sneakers receive The Animals Observatory colour treatment in this their second collaboration and they are available now! View their eye-catching primary colour sneaker…
August 26, 2019
Back to School with Melijoe.com (Editors Picks) AW19 FW19
Melijoe.com Editors Picks AW19 FW19 - Girls As we know everything has to come to an end - even the long playful days of the school holidays must give way to the chime of the school bell. It's not…