One of my favourite aspects of shoot production is sourcing the right location – seeking out the perfect environment to showcase a fashion or beauty story – the clothes, the model and the overall vibe. It can make or break a series of photographs. Today’s post plays homage to an interior designer whose signature style is so uniquely seductive and bohemian that she’s the go-to creator of boudoir-esque interior dreamscapes for the free-spirited. She’s created rooms for the likes of Kate Moss, Sadie Frost, Patsy Kensit, Courtney Love, Yoko Ono and Twiggy and her home has appeared in TV, film and magazine shoots around the world. I first met Sera at her former Westbourne Terrace residence for my first ever shoot as fashion director of Cosmopolitan, and then as fate may have it, I found myself at her Venice Rooms for one of my last shoots after fifteen years at Cosmo. I’ve been following her career and collaborations since – from her ‘Rude’ bespoke lampshades, luxuriously sumptuous and inviting ‘Foxy’ cushions, her ‘Seductive Interiors’ book to a more recent soft furnishing collaboration with fashion retailer Ghost. It’s now time for a new chapter and ‘Sera & Sestra’s House Robes’ (read REALLY gorgeous curtains/room dividers) is the latest baby from this creative talent to inspire a whole host of home improvements… to say I’m a little in love is an understatement.
Why I love Sera’s design – Cosmo September 2015, photographed by Peter Pedonomou and art directed / styled by Shelly Vella at The Venice Rooms
Cosmo February 2002, photographed by Donja Pitsch and art directed/styled by Shelly Vella at Sera’s former Westbourne Terrace Apartment.
Sera Hersham-Loftus, photographed below, literally lives her passion – her personal space in Little Venice is a ‘wildly romantic’ retreat infused with the spirit of artistic reverie and a vintage decadence. Filled with luscious green plants, art, antiques and bespoke textiles – you feel like you’ve stepped out of real life and into the Parisian atelier of an artist – a sculptor or an exotic actress. It IS destination Bohemia and it’s perfect.
Sera describes her style as “exotic, romantic and mysterious. Bohemian bordello. I mix oriental bric a brac with un-serious antiques. Indoor gardens are a must – they add life to a room. Lighting is the most important element in my interiors, I use only low level lights, up-lit plants, table lights and lights which are all on dimmers so I can adjust the level according to the mood, it’s like conducting an orchestra. During the day I use black out blinds to control the day light and ‘House gowns’ which diffuse the light. The warm colours make the room, it’s like they are drenched in sunlight even in winter!”
Sera’s kitchen – a setting for a Bacchanalian feast… darkly painted walls and lighting that casts a gloriously seductive amber glow.
When bathroom light is designed to flatter…
Feathers, piano shawls, vintage screen doors and slithers of sequins to shimmy into and out in.
An 18th Century panelled room sits comfortably next to Havana-esque wooden screen doors and vintage Oriental wallpaper – and it always works under Sera’s masterful eye.
Evocative lounge spaces echo light and colour through artfully placed mirrors, draped soft furnishing and eclectic antiques. Sera prefers rooms to be fluid and open and uses vintage screens or her muslin House Robes to create a sense of intrigue and flow into the next room.
Every room boasts a feast of opulent detail, from flooring to wallpaper or paint hues.
I don’t like doors or walls. So where possible in my interior decorations, I take them down so the space is free flowing and only divided by fabric.
A giant mirror ball to reflect the light and bring a touch of 70s modern to the table.
A perfect ensemble – cushions, throws and the all new House Robes, in muted pastel tones.
Fit for a boho princess – swathes of fabric to wrap around the bed and softly diffuse the morning light…
Cascades of ruffles, crochet, lace, muslin and embroidery…
Sheer Heaven – say goodbye to doors and hello to softly swaying fabrics to divide your living space.
Coming soon, a collection of dresses to compliment the House Robes.
“Indoor gardens are a must – they add life to a room” says Sera.
Aged terracotta urns, giant palms and planters that are salvaged from grand English country houses…
“Lighting is the most important element in my interiors.” Sera’s bespoke ‘Rude’ lampshades bring a whimsical touch of the bordello to a room; sumptuous fabrics – heavily beaded, embroidered or in deliciously dark and decadent French lace are decorated with tinkling glass beads or fringing and sometimes pulled tight into breathy, corseted shapes or left simple, tall and elegant.
It’s in the detail.. from handmade bathroom tiles, vintage Chinese wallpaper to Burlesque accessorising in the ‘Dressing Hall’.
Hi I just found your divine, exquisite site via a Pinterest pic somehow? and Im am entranced, captivated, enthralled and in love with all of your exquisite designs. They are the most georgeous products I have EVER seen, I feel like Ive just found ‘Alice’s Wonderland’ but its Sera’s Dreamland!!! Im in Australia and I dont think I can get to sleep now as Im so intoxicated with what I have just found. My congratulations to you on your incredible talent. Tku xxx
Gosh. Thank you so much xxxx