Loud Apparel Kids Interview Spring Summer 2015

It’s always been a highlight during my trip to Playtime Paris Trade Show to visit Serena Di Scalzo at Loud Apparel and see what new edgy, minimalist collection she’s designed for kids. For her Spring Summer 2015 collection, I had the pleasure of interviewing Serena about how she started Loud Apparel and what’s new this season.

Meet Serena Di Scalzo – Playtime Paris SS15

Serena Di Scalzo Playtime Paris Spring Summer 2015

“The Loud Apparel Journey Started in 2010. It’s a translation of London Meets Italian Minimalism because I’m Italian but I’ve been based in London for so many years.

I started Loud Apparel because I have a boy and I’m living in East London that’s quite an up-and-trendy area right now with lots of designers. I wanted to translate the edginess of London that we have in Women’s and Menswear into a children’s wear brand with Loud Apparel.

Loud Apparel Boys Collection Modeled by Serena’s Son Zion

Loud Apparel Boys Collection Modeled by Serenas Son Zion
I think the name Loud Apparel says it all. The children are loud. The brand wants to be loud, even if it’s minimal. We have minimal shapes with striking graphics and monochrome colors. I always put a hint of one strong color in each collection to bring it up a little bit. For this season I went into the monochrome black and gray, and the hint color is a mustard yellow.

We have bold graphics as well and for Spring Summer 2015 I went with Monsters. And I always add a message as well, and this season it’s “Believe in Your Dreams.” This is a positive message that children need to have, to help them move ahead and achieve – to aim and be positive in the years ahead.

Serena Di Scalzo – Loud Apparel Monster Shirt

Serena Di Scalzo - Loud Apparel Monster Shirt SS15
I’ve always been an extravagant person, even when I was little. I probably got it from my Mom and Grandma who are Italians who emigrated from Italy to America and came back after living in LA. They always had this flair of different things and I grew up with this style and edginess.

I went to school in completely something else than fashion. I went to linguistics school and studied two years of Science and Technology which wasn’t for me. Then I came to London which was more of my type of place. I decided I wanted to go into fashion and design with my son as my model for Loud Apparel.

Loud Apparel Kids Leather Clothing SS15

Loud Apparel Kids Leather Clothing SS15
Some of my favorite pieces from the collection are the leather items which I always introduce a few pieces in each collection. I think leather for children is fantastic. For example, these are my shorts for girls, and the top and sweater are leather.

Another favorite is the overall print which this season is an abstract mix of our past graphic elements that we had. I think it came out quite striking. Another great graphic is the monster where this time we went into different types of monsters but they always have a funny element. A funny face which is really who we are – it’s very bold, and minimal because it’s just an outline.

Loud Apparel Overall w/ Strong Graphics

Loud Apparel Overall w/ Strong Graphics
We’ve got out overall and on the back is the graphics “bla bla bla” in terms of children that are loud and talk too much. And because we have all of the monster faces so it also represents a monster talking. We always have a minimal face that’s out of a few lines or elements like this.”

Loud Apparel Minimalist Kids Fashion from London

Loud Apparel Minimalist Kids Fashion from London
Photo & Video Credit: Nancy Bundt

Laura Yatim Dashin Fashion Kids Style Blog
Written By
Laura Yatim

I love to travel the world and discover the best in kids fashion at international trade shows to luxury baby boutiques. Come & join me on my journey and I'll share my favorites.

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