Following his graduation from the University of Northampton in 2009 with a degree in BA Hons Fashion, Alex Seroge Ignatian launched his own womens wear label called 'Seroge'. His main inspiration when designing is cultural combinations and ancient history. Alex is of Six different nationalities (English, Welsh, Irish, Ukrainian, Russian and Armenian). His aim when creating any collection is to create garments influenced by the past for the modern and combine different cultures and styles that appeal to all not just the residents of the countries he has been inspired by.
The Seroge 2011 collection is inspired by the Middle East and Ancient Persia, combined with British Tweed and an overall Edwardian feel. Fiery sun scorched and richly earthen colours provided the traditional interpretation, whilst subtle heritage design is introduced in Tartan, Paisley and Damask prints. Wraps of excess fabric are used to bound the ankles of the Harem trousers aswell as to give structure to sleeves. The outfits are styled and hooded with a selection of wrap-around scarves, knits and hessian.