Entrepreneurs launch new creative directions for Maison Serdoun and Sézane

Wissam Serdoun has launched Maison Serdoun, a luxury fragrance brand inspired by personal experiences of resilience and emotion. Serdoun, known online as @wisssforreal, aims to use scent as a medium for self-expression and emotional connection, transforming invisible feelings into tangible luxury experiences.

Separately, Sézane founder Morgane Sézalory is introducing a new era for her fashion brand. Following a period of reflection, the brand is pivoting its visual identity, including a new logo and campaign imagery. The transition is highlighted by the inaugural autumn collection, which focuses on pieces designed to evoke strength and confidence while maintaining the brand's focus on everyday essentials.