Serge Ghnassia is the President and CEO of the iconic haute fur fashion house Milady. In this exclusive interview, he shares his vision for the future of fur fashion, the heritage of his family business, and how he balances timeless tradition with bold innovation.
– Serge, how has your family heritage influenced your vision for Milady and its development?
My family has been in the fur business since 1933. I grew up surrounded by furs, tools, and craftsmanship, which sparked a deep passion in me. That heritage continues to inspire me to preserve traditional techniques while also embracing innovation to meet the evolving expectations of our clients.
– Milady is known for its haute fur creations. What does that term mean to you?
For us, haute fur fashion means combining rare, precious materials with exquisite craftsmanship. Every piece is made to measure, with an obsessive attention to detail and quality. It’s akin to haute couture in clothing — but our artistry lies in fur.
– How is Milady responding to today’s growing focus on sustainability and ethical production?
We’re very aware of the importance of sustainability and ethics. That’s why we work only with certified suppliers who follow strict animal welfare standards. Our goal is to craft timeless pieces that last for decades, promoting mindful, long-term fashion.
– What kind of innovations are you introducing in fur design?
We constantly experiment with new techniques — whether it’s shearing, dyeing, mixing fur with other materials, or reinterpreting traditional forms in a contemporary way. Innovation keeps us relevant while honoring the craftsmanship at the core of Milady.
– In your view, what is the future of fur fashion in a world that’s changing so rapidly?
Fur fashion will continue to evolve. The key to longevity is the ability to respect tradition while adapting to change. We aim to create pieces that reflect personal values, craftsmanship, and a deep sense of timeless elegance.
– Finally, what advice would you give to young designers interested in working with fur?
Master the craft, respect the material, and always remain open to innovation. Fur is a noble material — it demands patience and precision. Strive to create not just garments, but true works of art that people will treasure for years.
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