East London, Fashion Label
90’s TV show Gimme Gimme Gimme, inspired our new AW22 trench at SULDN!
From vision to design to wearing our collection <3
When i discovered this bold, exciting fabric, I knew it would be perfect to bring alive the idea i had for one of my favourite shows Gimme gimme gimme in the 90s with Kathy Burke.
The laughter this show gives me is everything! Kathy Burke is an inspiring actor,
Here we share our inspiration and how the collection comes to life through the eyes of SULDN
Pretty By Nature 2021
A collection inspired by my regular trips in the countryside in Denmark, capturing a feel for the cultures essence of life and the beautiful views
Evening Standard 2019
I wanted to share some experiences with you all, with lockdown in place and much time on our hands to reflect I feel its time to really put out there our SULDN experience and my personal journey with putting my creativity out in the world.
The title is trolling aint got no room in this world. Why I have used that is because in 2019 from January to July/ August we or I suffered a number of trollers on our social medias/ emails and any point of contact they had access too. The trolling started due to my Goddess collection, this collection I worked on whilst living in Paris in 2017 and my most detailed work normally takes almost a year to finalise, it is a very long time but its part of a journey and a story that is connected to me. I launched this piece in 2018 on my return to London and it was by far the best selling item we had on SULDN, I put my heart and soul in to designing this piece and felt it really related to my personal experience in my practice of yoga and learning about Buddhism, meditation, peace and healing, this may not be a good enough excuse, but it was my truth. I tried to understand the community and see it from there point of view but with such hatred in there hearts and awful ways of expressing themselves to me in regards to them wanting me to remove the item was not justified with this peace, loving and divine religion that I felt was what it portrayed.
After some time of thinking and realising it was the swimsuit that was causing the stir I removed the item, but I felt it was in my right to keep my original jacket piece as it was part of my SULDN story. Not going to lie but I found the trolling extremely hard to lift, it was by far one of the most difficult processes I had been through with my brand so far. When you are a creative and share your art in to the world, you are pouring your heart and soul out there too, for then to risk people not liking it or judge you and your work. So trying to explain my self and how the design came to life was hard to get across, we are a small brand normally one man band- so I didn’t have the luxury of PR or anything to help me turn this around, but I tried my hardest and with the help of friends who were amazing through out and kept telling me keep strong which I’m very grateful for.
But unfortunately that didn’t stop the trolling - the trolls stopped for a few months and then in July it started up again and by this point if you know me, you will know I don’t have the highest level of patience which drew me to bringing down our instagram account, I had worked so hard to build it up to were it was and have the following for my brand that we had… but knowing my mental health was being so effected by the abuse online I had to do the right thing and put myself first. I’m not the only person that has gone through this, which is why I want to highlight the issue. As much as social media/ instagram is a great platform to express ourselves, but at the same time it is a dangerous place for those with good intentions. Trolling has destroyed many peoples lives and I really believe that. For that reason I want to continue my research on this matter and put my own experience in to trying to make a change and help those that find cruelty and hiding behind a screen to help destroy peoples lives to see a kinder, more loving world is the way forward and not hating.
Yes I have to start again with building my following but its given me a clean slate to build what SULDN really is about, we make clothes to make the world a happier place, putting colour in to the world, building confidence in women through my cuts and strong woman attitude and this has been my moto from the beginning, some of you will already know this if you’ve been following my journey since 2014. Lets make the world a happier place and be mindful about how we deal with situations like this, and how we can help those that feel like its ok to be cruel.. they are also hurting, this is why they portray pain on to others trying to drag people in to the same realm as them.
On a positive note Im working on a new collection and will be launching the items in September, its been a while since I’ve put together a full series of prints and new styles. But I’m ready to share new creations with you all!
Love and kindness,
Sera
Follow our new instagram account @SULDNFASHION <3
*Mental Health Week Awareness- May 2020
SERA ULGER LDN X TOPSHOP LIVERPOOL AW16
Topshop X SULDN Launch event 'AW17 Gyptian Life'
Our last pop up event with TOPSHOP - launching our latest collection 'Gyptian Life' AW 16 in the heart of Liverpool city.
We were welcomed by a friendly buzzing city and what a better way to launch one of hour happiest collections!
Topshop asked us to collaborate and release our new range in there concessions department over the summer, we had the opportunity to connect with Topshops customer and really have a great interaction with our new client base!
No SULDN launch event is right without our classic party's we like to throw SULDN style of course.. so as we do, we threw a fashion show at the out of hours at Topshop one evening and invited all the fashion bloggers and had a private/ styling shopping event, so huge thanks to Topshop and the ladies who worked in to the eve with us! A massive thank you to all our models who couldn't of rocked the range as bad ass as they did! Thank you girls.
And hugely important to mention our in house team who brought the vision together you were all part of the magic coming alive and was a huge contribution to making this collaboration possible, thank you all.
With a successful turn out and getting the opportunity to meet such inspirational lasses we had a blast!
Liverpool you are one magical city and we shall be back ;)
Topshop we cant wait to show you our next collection and look forward to future collaborations!
<3
TOPSHOP Invites 2016
We are so excited for our summer collaboration with the Confetti Crowd as we enter into it wearing our signature rainbow print and zig zag joggers.
Be
Bad
Until
You're
Good
Reunited and we are LOVING Heidi and Lulu in our SULDN Rainbow Ombre and Rainbow Tee, pairing perfectly with summer fresh accessories they are ready for summer in these perfect Confetti Crowd picks.
Photographer- Maximilian Hetherington
Heidi Petite from hottest girl group Confetti Crowd joined the Ulger Lab to shoot our high summer SS15 range.
The day was surrounded by rainbows, laughter and Heidi's most amazing high pitched 'c'ya later'!
In our dream team -
Photographer - Maximilian Hetherington
Stylist - Chiara Conway .
Model - Heidi Petite
“My favourite piece is from the first look which was the Lilac Fish Maxi Dress. I love the way there was pink fur and super fun props!
Cannot wait to shoot with SULDN team again!”
“Shooting for Sera Ulger London was an amazing day with the a perfect team. The shoot was hilarious! The vibe was a perfect for shooting the SS15 colourful collection.
”
Mademoiselle Robot- AMAZING!
Collaboration Collection SS/14 can be seen in the background! All going to some AMAZING BLOGGERS! Watch this space!!
