Seraphine, a maternity brand loved by Princess Kate throughout all three of her pregnancies, faces backlash from founder Cecile Reinaud over a rebrand she says abandons its British identity
Maternity fashion label Seraphine – a favourite of the Princess of Wales during all three of her pregnancies – is facing backlash from its own founder over a controversial rebrand that sees it ditching its “regal look”.
Cecile Reinaud, who launched the business in 2002 and sold it for £50million in 2021, has publicly criticised the label’s recent overhaul, accusing it of turning its back on the brand’s British roots. The French-born entrepreneur, now 51, opened Seraphine’s first boutique in Kensington, west London, before expanding into international markets like France and the US.
The label became a global sensation in 2013 when the then-Duchess of Cambridge appeared in an official photograph with baby Prince George, wearing the brand’s fuchsia “Jolene” dress – which sold out in just two hours.
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She went on to wear Seraphine throughout her pregnancies with Princess Charlotte and Prince Louis.
Seraphine’s client list includes celebrities like Myleene Klass, Sophie Ellis-Bextor, Anne Hathaway and Pippa Middleton.
But Reinaud now claims the company has strayed from its core identity following a recent rebranding effort by its current owners, Mayfair Equity Partners.
Speaking to the Daily Mail, Reinaud said: “Why abandon our unique British heritage and signature regal purple? Seraphine was once a proud example of British fashion entrepreneurship… now, it seems to have lost its recognisable identity.”
The company recently unveiled a new logo and visual identity, aiming to give the brand a more modern appeal.
But Reinaud took issue with the direction, describing it as “resembling a Scandinavian label” and lacking the spirit that made Seraphine stand out in the maternity fashion world.
She added: “My original vision was to create clothes you’d want to wear even if you weren’t pregnant. That guiding principle seems to have vanished now.”
She was also disappointed that creative director Chelsey Westwood, whose designs played a key role in the brand’s early success, stepped down from her role.
“Her immense talent was at the heart of the brand’s success.”
In response to the criticism, a spokesperson for Mayfair Equity Partners defended the rebrand, saying: “Last week was a hugely exciting moment for Seraphine, with the unveiling of its enhanced website and refreshed brand identity that incorporated consumer desire for a modernised look and feel.”
Sales are thought to have faltered since it was sold in 2021, which is part of the reason why the brand opted to relaunch with a new logo and updated design.
Sharing the news on Instagram, they posted: “It’s here. We’ve had a rebirth. After over 20 years pushing the boundaries of what maternity fashion is, we’ve had a rebirth – relaunching our website with a refreshed brand voice for a new era.”
And while the founder may be disappointed, it appears customers have welcomed the change. One person wrote: “So exciting!” While another added: “Looks amazing!”
The brand said customers can now expect more information on their website, including a wishlist feature, back in stock notifications, clever categories, a brand new blog The Kick, details behind the design and customer reviews.
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