Serena Dugan, on the left is a painter and textile designer who fills the role of creative director, while Lily Kanter is the business guru, having spent years at Microsoft.
The story of two little birds and the evolution of brand...Longing to live in a breezy interior evocative of a seaside California town that is simultaneously easy and elegant? With a new lifestyle direction and casual vibe, Serena and Lily is turning the page, making this comfortable lifestyle accessible. If you know their roots in children's nursery bedding then you know they have moved beyond bedding, launching a custom upholstery and fabric line last May. A new brand vibe, catalog, website and app, means can shop for the living room, bedroom, kids rooms and nursery with this unfussy, comfortable feel. Organized by styled rooms, where you can buy (almost) everything including the paint on the walls, S and L is no longer just about bedding and baby. Check out their one of a kind finds in the Bazaar, and get their breezy picks in the new We're Loving section. Be on the lookout for their new section on their website, notes from the design team to get a glimpse into their creative process.
This ever expanding and innovative design duo tapped longtime friend and creative comrade, Andy Spade of NY branding company, Partners and Spade, for a re branding exercise. They knew he got their aesthetic and would capture their new direction in a fresh, sophisticated way. The result, as you can see, is all that and more. Two tiny birds on a tree branch morphed into a quail (the state bird of California) and grew up along the way. The evolution is complete! Their California casual style will make a home beautiful, cozy, familiar and personal.
Editorial content has been added to the mix to share what is on their radar at the moment. "We're Loving" features a perennial fave, the blue and white palette.
Their range includes comfortable upholstery in fresh yet familiar silhouettes that mix well with patterned prints and textured weaves.
The Spruce Street Collection takes traditional lattice fabrics in sorbet colors and pairs them with ethnic accents for a well rounded global view.
Playtime! Create unique creative spaces for children by mixing and matching poufs, storage, rugs and lighting.
A fresh blue and white palette with pops of ethnic detailing in the Miramar Collection.
Their classic and sweet nursery linens are how they gained a loyal audience.
The Marni Collection incorporates sunny yellow and a dash of fuchsia.
Colorful paintings hang against peach colored walls with a mix of side, end, pouf and cocktail tables
Cream and white bedding with hot pink trim says classic not trendy. The Gobi sheet set in berry with a tailored pattern keeps a refined feel.
Photos courtesy of Serena and LilyThe Holt look for boys combines army green and white with touches of orange.
2 comments:
I love that Serena and Lily is re-branding and expanding beyond babies/kids. Their latest catalog was so beautiful. I didn't know that Andy Spade was responsible for their re-branding; he's amazing!
They have done so much in so little time!
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