Proudlock’s Carnival ’78: A fashionable exhibition

Oliver Proudlock of Made in Chelsea fame extended the portfolio of his contemporary, urban T-shirt brand Serge DeNimes last night with the launch of the strictly family affair Rio de Janeiro ’78 collection.  Combining his mother, Lena Proudlock’s photographic images from the 1975 -1977 Carnivals, with the brand’s signature, hand-dyed, 100% cotton shirts, he has created a range of desirable pieces with something that everyone will covet. 

The images encapsulate the colour, fun and movement of the carnival atmosphere and evoke the spirit of the late 70s, comforting indeed after this long winter.  Posed beach shots, dancing girls in costumes and bright street scenes are abundant in this wearable range as sported by mother and son at the Devonshire Street launch. Spring-like Soda Stream elderflower and vodka cocktails, were sipped by the red carpet crowds at the Imitate Modern gallery in Marylebone, as samba beats cut through the gaps in the chatter.

We spoke to Lena about the stories behind the pictures (some which were directed and styled by her) while she modelled her favourite from the range (boy running) with aplomb. It certainly sounded as if life in 70s Rio was a party not to have been missed. This one continued on into the evening, moving to the 2&8 Club in Berkeley Square later.

The exhibition of the images from Lena and collaborator Douglas Villiers 1978 book Carnival in Rio (Hawthorn) lasts for another week, and the pop-up Serge DeNimes store stocking sweat shirts, T-shirts, pendants and hats from the label is downstairs in a velvet draped custom boutique.  The unisex Rio range of men’s cut T-shirts is available online or at key stockists in Manchester, London and Paris. With prices starting at £55, add a little bit of sunshine to your wardrobe.  Make like they do in Chelsea and wear your Art on your sleeve!

Fay Williams

For further information and to see the collection visit the website here.