Oliver Proudlock is filled with surprises. Dismantling the parable of the truth TV stereotype one undertaking at a time, he’s an entrepreneur, designer, mannequin and social media star, relying on what day of the week it’s.
However, whereas Proudlock undoubtedly has many strings to his bow, males’s trend is the place his pursuits predominantly lie. Now a daily face on the London menswear scene at occasions and trend weeks, his particular person model of dressing is difficult to overlook.
It’s a lazy commentary however Made In Chelsea, the truth TV present that first catapulted him to public consideration, is a parade of posh boys in popped collars. Proudlock stands out as a result of he doesn’t go for the chinos-and-executive-collar uniform. He dares to do one thing completely different.
His fashion is a mixture of streetwear and menswear staples. Distressed denim, printed shirts, assertion outerwear and attention-grabbing equipment all play an element, and whereas the look appears worldwide, it’s grounded within the Londoner’s personal interpretation of traditional British fashion.
He enjoys taking the normal and dragging it into the twenty first century, whether or not that’s the signet rings he designs for his personal model or the eccentric tailoring he goes for when the costume code calls for: eccentric, typically vibrant fits, however immaculately made by the likes of London tailor Joshua Kane.
Greater than a garments horse, Proudlock’s personal model Serge DeNimes has gone from energy to energy, trying to deal with males’s collective power aversion to jewelry.
And now, in an unique shoot, we took this modern-day renaissance man and styled him in the very best British design on the market as we speak (with a bit Ralph Lauren thrown in for good measure) and picked his brains about the whole lot trend, health and grooming.
FashionBeans: What does a typical day in your life appear like?
Oliver Proudlock: Day by day may be very completely different. One factor I all the time attempt to preserve unchanged is my health routine. After, I have a tendency to separate my time engaged on my trend model, in addition to my very own private model.
After I’m engaged on Serge, a typical day would contain a full day working within the studio with my staff. We’re all the time designing new collections, planning shoots, advertising and organizing future collaborations.
Exterior of Serge, I run my weblog ProudlockStyle, my YouTube channel and work with health, trend and way of life manufacturers day by day. It’s fairly full on however which means it’s onerous for me to pinpoint a typical day, which I discover so stimulating.
How did you begin Serge DeNimes?
It was all the time my dream rising as much as develop into both an artist or have my very own trend model. I did a course at Central Saint Martins, earlier than going to Newcastle College to finish my BA in positive artwork. I beloved and nonetheless love portray. Nonetheless, it was my love for trend that shone via ultimately.
I arrange Serge DeNimes in June 2011 with the concept of making a small assortment of T-shirts that weren’t solely the right match, but additionally featured cool, fascinating graphic designs. The T-shirts had been Pima cotton, and the photographs for the primary assortment had been taken from my mom’s e book Carnival in Rio ’78. It’s a metropolis that has all the time impressed me creatively.
The larger dream with Serge was to ultimately concentrate on jewelry. Seven years on the model affords jersey and denim attire, however our predominant focus may be very a lot males’s jewelry.
The place do you discover your design inspiration?
I’ve all the time mentioned my inspiration comes from my instant environment. I spend most of my time at dwelling in London, the place the avenue fashion scene is all the time evolving and extremely eclectic. I’m fortunate to name such a dynamic metropolis my dwelling.
What are your favourite British manufacturers?
There are a couple of manufacturers that actually stand out for me for the time being. I’d say Oliver Spencer, Christopher Raeburn and Burberry. I’ve all the time been a giant fan of Christopher Raeburn, however it’s particularly cool to see the model dominating the sustainability dialog.
Relating to uniquely British manufacturers, Burberry is an apparent alternative; it has a lot historical past, however there have additionally been so many alternative levels in its evolution.
Oliver Spencer is one other favourite, as I’ve gotten older I’ve develop into extra conscious of shopping for traditional items comprised of the very best supplies which the model does rather well.
Is there any recommendation that you’d give to males who’re unfamiliar with sporting jewelry?
A necklace or a signet ring are all the time good beginning factors, use these as your on a regular basis items after which when you get extra assured, layer up with different gadgets and blend up completely different metals. Jewelry can actually full a glance and provides it individuality.
How would you describe your fashion?
I’d say my fashion is laid-back and eclectic, with a touch of the ‘90s thrown in. Denim is always a staple for me. My mum loved dressing me in not just double denim but quadruple denim when I was younger, so it’s one thing that’s simply caught with me ever since.
Apart from that, I like to combine excessive avenue and designer items, which individuals discover fairly shocking however it means you get fairly a assorted look.
Which present traits are you most excited by?
I’m loving the transfer again to tailoring and usually a extra elegant manner of dressing. I’m a giant fan of fits which can be loud and accentuated of their minimize and design. Particularly Joshua Kane fits are a go-to.
With menswear’s present love of wider lapels and previous prints, I attempt to preserve issues traditional however fashionable, so I’ll put on an open shirt with my fits then layer on necklaces and rings, including excessive boots moderately than conventional formal sneakers to complete the look.
What are some fashion suggestions that ought to each man stay by?
Undoubtedly put on what makes you are feeling comfy, as consolation will all the time result in confidence. This may very well be a three-piece go well with, or for others a tracksuit, it doesn’t matter.
I all the time construct my go searching one piece too, whether or not that’s a extremely cool bomber or blazer that I really like. After you have one merchandise, use that as your epicentre and the remaining ought to fall into place naturally.
You’re fairly dedicated to the gymnasium, what’s the very best recommendation that you’d give?
I prepare 5 days per week: 4 days of energy coaching and at some point of doing cardio or HIIT. I all the time prepare very first thing within the morning at 6am, it units me up for the day and releases the endorphins, so I’m able to assault the day forward.
It’s essential to do not forget that everybody’s physique is completely different, so do what makes you are feeling good. For restoration, I swear by BCAAS [supplements to boost muscle growth and enhance exercise performance], and simply ensure you refuel your physique with the right diet.
How do you keep well-groomed?
Like most guys, I prefer to preserve my grooming regime fast however efficient. One factor I swear by is saunas, adopted by ice chilly showers.
When it comes to merchandise, I exploit a No. 7 face moisturizer for regular/dry pores and skin. It has SPF15, which is essential for me as I spend loads of time open air. Then I exploit Palmers Cocoa Butter lotion on my physique and end with some Jo Malone English Oak cologne.
What are your plans for the longer term?
I’ve some thrilling initiatives arising all year long, together with collaborations with manufacturers that I’ve all the time needed to work with. I’m actually excited to begin wholesaling Serge DeNimes jewelry worldwide too. We have already got some thrilling accounts launching this yr in and outdoors of the UK.
Personally, I’m very excited to begin filming the second season of my dwelling renovation present From Crib to Casa with my fiancé, which can be airing on our YouTube channel The Proudlocks in March. I even have simply began a brand new enterprise, a sake model known as 4 Fox Sake. Nonetheless, above the whole lot, I’m most excited to marry my soul mate Emma Louise Connolly in Summer season 2020.
Get The Look
Credit
Images by Will Bremridge
Styling and Artwork Course by Luke Sampson
Hair and Make-Up by Shauna Taggart
Look 1: T-shirt, Derek Rose; trousers, Oliver Spencer, jewelry, Serge DeNimes
Look 2: Coat, Oliver Spencer; knitted polo shirt, King & Tuckfield, trousers, Oliver Spencer; sneakers, Dr Martens; jewelry, Serge DeNimes
Look 3: Shirt, Primary Rights; trousers, Primary Rights, jewelry, Serge DeNimes
Look 4: Coat,
Look 5: Cricket jumper, Kent & Curwen; trousers, Oliver Spencer, jewelry, Serge DeNimes
Look 6: Shirt,
