20.09.23 in ambassadeurs
Ludovic de Saint Sernin
could you tell us who you are and tell us about your journey in a few words?
I am Ludovic from Saint Sernin, I am 31 years old and I launched my clothing brand 5 years ago. I started at Balmain where I stayed for 3 years and it was a great experience! I told myself at the time that while I was young, while I still had the desire, I wanted to start my own thing. Today LDSS works great. we have lots of exciting things for 2022, we can't wait to show it all off.
I am Ludovic from Saint Sernin, I am 31 years old and I launched my clothing brand 5 years ago. I started at Balmain where I stayed for 3 years and it was a great experience! I told myself at the time that while I was young, while I still had the desire, I wanted to start my own thing. Today LDSS works great. we have lots of exciting things for 2022, we can't wait to show it all off.
Who are the people who constitute references for you in your profession or in life?
I admire Alaïa a lot, it's a house that I particularly like because I find that in the way he approached his brand, his work, there was always a family spirit, authentic and unique. he didn't try to follow fashions. I think it's super important and he also taught us to take the time to develop things well. if he wasn't ready for a fashion week for example, he didn't present and I really admire that about him.
how do you find your inspirations?
it's a bit of everything, it's everything that surrounds me, everything that I see. it can be Instagram, a trip, absolutely anything, a memory, a video, it can really be anything. what I really like about my work is that I can draw inspiration from references that are in pop culture and which are funny or light things, but also references that are a little more intellectual like art or design.
Is Ignacio a source of inspiration?
Ignacio was in my e-boy season two campaign in which he did this transformation from long hair to short hair and I thought it was important to also show that he could inspire me and that our relationship inspires each of us and the other. it's a story that is touching to tell and which touches the people who follow us on Instagram for example.
when you create things, you have to have someone else to talk with, tell stories and exchange ideas with.
“what I really like about my work is that I can draw inspiration from references that are in pop culture and which are funny or light things, but also references that are a little more intellectual like art or design. »
what does instagram bring you?
Since the beginning, I have had a super organic and authentic relationship with my Instagram account, in the sense that when I started it was my personal account and over time, it also became a professional account. I think it's important because today the challenge for older brands, pre-Instagram, is to create their community and have someone people can identify with. It's essential when you're a designer to truly embody your brand and be its essence so that the people who follow you can also come and talk to you, communicate and interact. and this is all very new with Instagram, especially because it puts you and these people on the same platform.
Instagram participates in a certain way in building a brand, in the sense that subscribers will react and give their opinion. their feedback is super important. for me it's a real exchange relationship with them. it's important for me to not just be in my world but to nourish myself from it all.
how would you define your LDSS brand?
what is truly signature and essential for LDSS is being sexy and elegant at the same time. there is really this assertive sensuality but which is never ostentatious, rather suggestive. Above all, it is a brand that is aimed at everyone. If you look at what we're doing, you identify, and you want to be part of it, you're obviously welcome. there is no special target, it is really open to everyone, both men and women.
from the beginning the idea was that the same clothes should be worn by both men and women. When I started, I thought it was important. I dress both men and women, I just wear the clothes that suit me. I always needed to either go to women's or go to men's and I wanted to create a brand in which you can just wear the garment without asking yourself who it was intended for, just telling you, ok, I like it, it suits me, I take it, I buy it.
we started by expanding into men's clothing because it was a fashion week that was easier to get to grips with as it's a smaller format where there are fewer people. In women's clothing there are dozens of brands and they are often large groups, so it's more difficult to find a place.
what compliment would you like to hear or hear again in your profession?
last season, I was super happy because the feedback spoke of extreme precision! This is a concept that is very important to me. I like it to be super precise, where everything is thought out down to the smallest detail. sometimes it escapes us a little when we do a show because there are so many elements to control that we sometimes let some of them slip by... but last season, we succeeded well, I was quite proud.
how do you prepare for fashion shows?
the key is really to stay super healthy and live a healthy pace of life, to go to the gym, to take care of yourself, to sleep well, we don't work in the evening, we don't Don't work after dinner. in fashion, you can have hellish hours and I know that when I created my brand, I didn't want that at all, that it was important for me to have a life and for the people with whom I works and who works for me to also have their lives, so that they can get some fresh air.
Since the beginning, I have had a super organic and authentic relationship with my Instagram account, in the sense that when I started it was my personal account and over time, it also became a professional account. I think it's important because today the challenge for older brands, pre-Instagram, is to create their community and have someone people can identify with. It's essential when you're a designer to truly embody your brand and be its essence so that the people who follow you can also come and talk to you, communicate and interact. and this is all very new with Instagram, especially because it puts you and these people on the same platform.
Instagram participates in a certain way in building a brand, in the sense that subscribers will react and give their opinion. their feedback is super important. for me it's a real exchange relationship with them. it's important for me to not just be in my world but to nourish myself from it all.
how would you define your LDSS brand?
what is truly signature and essential for LDSS is being sexy and elegant at the same time. there is really this assertive sensuality but which is never ostentatious, rather suggestive. Above all, it is a brand that is aimed at everyone. If you look at what we're doing, you identify, and you want to be part of it, you're obviously welcome. there is no special target, it is really open to everyone, both men and women.
from the beginning the idea was that the same clothes should be worn by both men and women. When I started, I thought it was important. I dress both men and women, I just wear the clothes that suit me. I always needed to either go to women's or go to men's and I wanted to create a brand in which you can just wear the garment without asking yourself who it was intended for, just telling you, ok, I like it, it suits me, I take it, I buy it.
we started by expanding into men's clothing because it was a fashion week that was easier to get to grips with as it's a smaller format where there are fewer people. In women's clothing there are dozens of brands and they are often large groups, so it's more difficult to find a place.
what compliment would you like to hear or hear again in your profession?
last season, I was super happy because the feedback spoke of extreme precision! This is a concept that is very important to me. I like it to be super precise, where everything is thought out down to the smallest detail. sometimes it escapes us a little when we do a show because there are so many elements to control that we sometimes let some of them slip by... but last season, we succeeded well, I was quite proud.
how do you prepare for fashion shows?
the key is really to stay super healthy and live a healthy pace of life, to go to the gym, to take care of yourself, to sleep well, we don't work in the evening, we don't Don't work after dinner. in fashion, you can have hellish hours and I know that when I created my brand, I didn't want that at all, that it was important for me to have a life and for the people with whom I works and who works for me to also have their lives, so that they can get some fresh air.
“Instagram helps build a brand, in the sense that subscribers will react and give their opinion. their feedback is super important. for me it's a real exchange relationship with them. »
what was your biggest challenge?
I think the biggest challenge is realizing that at the beginning you create a brand because it makes you happy, because you want to express yourself and you want to tell something. And to quickly realize that in reality you are creating a business and that you have responsibilities. you become a business manager and when you study to become a designer you are not studying to become a business manager. it’s a real challenge.
do you have rituals in your life, your job?
I don't know if I really have rituals. I know that if I want to be creative, if I am in a burst of creativity or if I want to draw, I need the apartment or studio to be impeccably tidy and have nothing lying around . And then I can work, I have to have a super clean space, it's my virgin side.
what is important in your life?
I think that my relationship with my lover has a lot of weight in my life because we are together both at work and in private. we adore each other, we are super close, I can't spend a day without him. I think that's what has the most weight in my life, beyond work and in the best sense of the word.
what is the craziest thing you have done for love?
Last year, we had just had a little puppy who was 2 months old and we had to go to Mexico for the Christmas holidays. Finally, as we had taken this dog, we decided not to leave, but I felt that Ignacio was extremely uprooted and that he missed his country. so I offered him a plane ticket to go to Mexico and see his family for Christmas. it was really last minute and I was left alone with our baby dog and I took care of him for 10 days… but it made me so happy for Ignacio, he needed to take care of himself, and really needed to come home, it was important that he came home to recharge his batteries.
your jewelry on le gramme, what are they? how do you wear them?
I really like the idea that I can divert the use of le gram creations. For example, I wear two interlaced bracelets tied together as a choker necklace. I am wearing this 1g ring entirely paved with diamonds. Ignacio wears her chain pendant from the entrelacs collection.
what I like about this brand are these minimal lines and it goes to the essential. They are timeless and at the same time, they speak to today, so I think it is very well thought out. I think Erwan must have a very clear vision of what he wants to do and it must be quite pleasant to work with him. you can feel it in what he does, it’s very clean.
what if le gramme was a piece of clothing?
that's a good question because it's something you wear every day but is quite discreet. I think it would be a super classic shirt but with a twist of something today.
I think the biggest challenge is realizing that at the beginning you create a brand because it makes you happy, because you want to express yourself and you want to tell something. And to quickly realize that in reality you are creating a business and that you have responsibilities. you become a business manager and when you study to become a designer you are not studying to become a business manager. it’s a real challenge.
do you have rituals in your life, your job?
I don't know if I really have rituals. I know that if I want to be creative, if I am in a burst of creativity or if I want to draw, I need the apartment or studio to be impeccably tidy and have nothing lying around . And then I can work, I have to have a super clean space, it's my virgin side.
what is important in your life?
I think that my relationship with my lover has a lot of weight in my life because we are together both at work and in private. we adore each other, we are super close, I can't spend a day without him. I think that's what has the most weight in my life, beyond work and in the best sense of the word.
what is the craziest thing you have done for love?
Last year, we had just had a little puppy who was 2 months old and we had to go to Mexico for the Christmas holidays. Finally, as we had taken this dog, we decided not to leave, but I felt that Ignacio was extremely uprooted and that he missed his country. so I offered him a plane ticket to go to Mexico and see his family for Christmas. it was really last minute and I was left alone with our baby dog and I took care of him for 10 days… but it made me so happy for Ignacio, he needed to take care of himself, and really needed to come home, it was important that he came home to recharge his batteries.
your jewelry on le gramme, what are they? how do you wear them?
I really like the idea that I can divert the use of le gram creations. For example, I wear two interlaced bracelets tied together as a choker necklace. I am wearing this 1g ring entirely paved with diamonds. Ignacio wears her chain pendant from the entrelacs collection.
what I like about this brand are these minimal lines and it goes to the essential. They are timeless and at the same time, they speak to today, so I think it is very well thought out. I think Erwan must have a very clear vision of what he wants to do and it must be quite pleasant to work with him. you can feel it in what he does, it’s very clean.
what if le gramme was a piece of clothing?
that's a good question because it's something you wear every day but is quite discreet. I think it would be a super classic shirt but with a twist of something today.
“what I like about this brand are these minimal lines and it goes to the essential. They are timeless and at the same time, they speak to today, so I think it is very well thought out. »
---accumulation---
necklace_3g_silver-925_yellow-gold-750_polished_smooth_entrelacs;bracelet_21g_silver-925_polished_smooth_entrelacs;ring_4g_3-rings_yellow-gold-red-white-750_polished_smooth_segment;wedding_1g_white-gold-750_polished_smooth_paved-diamonds-one-turn
