Future Design, inclusivity and service to the female form: These were the three key values that the newly launched London-based womenswear Brand SRVC (spoken as “Service”) set out to explore. Founded in the summer of 2021, the brand is the brainchild of founder Masha Adonyeva, Design Director Ricky Harriott and General Manager Gunnar Brock.

“It started all with the idea to launch a brand that creates not only futurist designs and is at its core inclusive to all women but pushes this further. Our garments offer elements of self-styling so that the wearer can adapt the clothes to her specific needs and make them truly theirs”, shares Masha Adonyeva.

The first collection of SRVC explores how to serve the female body in a multitude of ways. Through silhouette altering details, multi functional fastenings and intentional cut outs enhancing the natural form, the collection presents a wardrobe for a courageous woman who wishes to feel empowered but firmly herself at all times. The collection works in tandem with the wearer, presenting a sleek futurist wardrobe that seamlessly integrates into her lifestyle.

“When the development of the first collection started, we were very clear in wanting to present garments with a rich diversity. The idea of togetherness between different types of women was a core focus in how the design process was approached. The key pillars of SRVC’s design DNA are how garments work with the female form, but in a way that boasts sleek modernity and that functions within reality”, offers Ricky Harriott, Design Director of the brand.

Especially the tailored suiting and shirting really speak to key themes within the narrative of the collection.

The tailored jackets have a rich duality between masculin and feminine. The sleek structure and sharp minimalism hold poise and power, juxtaposed with the tie fastening that sinches and highlights the waist and hip. The jackets also subtly unzip at the shoulder which proposes a utilitarian approach to showing skin if one chooses.

The tailored pants, as all the other pants and skirts have an invisible zip, that allows styling through the waistband, or can act as a sleek cutout on the hip. The pants also have adjustable stirrups that can be removed nodding to the adjustability of our garments.

The shirting composed from two fronts allows the wearer to play with silhouette and form. The multiple button stands encourage play with exposure of skin and the internal belt transforms the piece between structured and elegant.

Seminal to SRVC’s values, the brand strives to produce their garments in a sustainable manner by giving a second life to deadstock fabrics or utilizing innovative sustainable textiles such as 100% recycled nylon & polyamide and partly sustainable lurex.

“For our first collection, it was important to us to offer a good selection of sustainably sourced garments without compromising on quality. This is just the starting point and going forward, we will put even more focus on sustainability with the end goal to be able to produce fully sustainable collections in the future”, explains Gunnar Brock, General Manager.

The lookbook was shot by photographer and muse of the brand Ronan McKenzie and styled by Ai Kamoshita, and features a wide selection of women including Ronan McKenzie herself and her mother Margaret reflective of SRVC’s core value of inclusivity and togetherness

SRVC is about togetherness and inclusivity, we want to celebrate all women, independent of age, size or ethnicity. It was really important for us to highlight this in our lookbook. We wanted to show our garments on a wide range of women to celebrate their individual beauty. Ronan (Mckenzie) did a incredible job capturing not only this but also a sense of togetherness between these women. We did not just want to show them as models, we really wanted to show them as a diverse group with their different personalities”, adds Ricky Harriott.

SRVC will deliver two seasonal collections per year and will debut its first collection during pre-fall season in Paris in January 2022.

All images courtesy of SRVC

PR Agency Autrement PR