Serge Ghnassia, a descendant of furriers, embodies the distinguished craftsmanship in fashion. Since the 1930s, his grandparents owned shops in Paris, showcasing unique furs. From a young age, he immersed himself in the world of fur and beauty, honing his skills and passions. In 1985, he became the Director of Creativity, presenting high fur fashion that captivates the hearts of devoted clients with each passing year. His creations are the epitome of luxury and sophistication, introducing exquisite masterpieces into the world of fashion. Exclusive interview for our magazine just down here.
How did your personal professional journey begin?
I started in 1985 by working as a manager in my parents’ company. Step by step, I mostly worked on the quality of the product. I checked all over the world to find the best skins because I was convinced that my target customers would be sensitive to the style, but first and foremost to the quality. I always try to draw inspiration for my strategy from old and established companies. These companies have mostly thrived for many years because of their quality.
Then I started to work with some stylists who helped me initiate a new look for the fur products. We experimented with colors, sheared furs, and also worked on achieving lightness.
As my company was established in 1933 by my grandfather, my challenge was not only to maintain the brand’s legacy but also to establish my own presence. Only through creation and communication could I bring in new blood.
The history of the brand started back in the 1930s, could you tell us about that?
In the 1930s, my grandparents owned several shops in Paris, where they sewed and showcased furs themselves. Growing up in the world of fur, much like others in the realm of fine wines or in the microcosm of finely preserved high horology, I began my journey as a furrier at the age of 14.
In the back rooms, I immersed myself in the profession and spent hours observing the masters. Choosing skins, blending them, nailing after moistening, and finally cutting and creating a unique piece was always my passion. Over the years, creativity became an integral part of me. Even then, I knew for certain that I would not become a simple fur salesman. Luxury, elegance, and exquisite materials always filled me with delight.
The year 1985 marked the point when I took the helm as the Director of Creativity and gained the opportunity to freely express myself in what had not yet truly existed: high fur fashion. The concept, inspired directly by high fashion, aimed to present unique pieces where the essence of craftsmanship could shine. Mixing materials, inventing new ways to connect leather pieces, introducing colors into a world that only believed in basic shades—these creations, crafted for affluent clients with extremely high standards, gradually made a name for themselves internationally.
The task is immense, but when you are ambitious and strive to become renowned in Paris, the world capital of luxury and fashion, you need to be creative, persistent, and hold onto both faith and the rules of art. It will be a daily endeavor. But the results will not disappoint. Clients, whether celebrities or anonymous, adore our brand. This has led to the opening of boutiques in the most beautiful locations. Following Champs-Élysées, Faubourg Saint-Honoré, the 16th arrondissement of Paris with Avenue Raymond Poincaré, and Courchevel 1850 at the top of Europe’s most prestigious resort. In summer, it’s the Carlton Hotel in Cannes, where a 500-square-meter ballroom transforms into a temporary exhibition for two months, showcasing the latest creations to the most beautiful clientele on the French Riviera.
Today, the headquarters have moved to the 16th arrondissement, as the beautiful house on Champs-Élysées no longer exists. Discerning clients no longer gather on the most beautiful street; they prefer more confidential addresses, such as the 16th arrondissement or Faubourg Saint-Honoré, or Courchevel 1850, which welcomes our clients from all over the world every winter during the sports season.
How do you manage to balance between the needs of clients and environmental advocates?
The pressure on ecology is very strong nowadays. The fur industry has been working on improving animal welfare for a long time, but it is difficult to effectively communicate with people who share terrible images. We only use skins from animals raised on ranches or controlled by international breeders’ organizations. The question is, shall the world forbid everything that comes from animals or not? I am convinced that we must protect animal rights, but this doesn’t mean that we will stop using everything made from animals. Meat, leather, cosmetics, and furs – the connection exists in many industries. I have chosen to continue this business, risking being seen as a rebel, because you can’t please everyone.
Fur products have always been a symbol of wealth. Who in the modern world can afford such luxury?
Fur is a symbol of femininity first of all. Some women are more involved in fashion than others, and some countries have a culture of fur.
Today, Milady is known for a very high standard of quality, and our customers are women who know and appreciate high standards.
They are young, beautiful, and they have active social lives.
Most of them are wealthy, while others are simply educated about fur due to their cultural background, and it is just impossible to give up.
Fur is as well a status and in some circles it is still a must have.
How do you approach the selection and combination of materials to create unique pieces?
To choose the right fur is easy; choose the one you feel makes you beautiful.
For me, this is the primary consideration.
I always advise my customers to choose the coat in which they feel good and pretty when they hesitate between two coats.
Then of course, the quality, because quality makes you happy, comfortable, and secure.
In which cities and stores can one admire your collections?
My projects are to continue my business in the right places. I am thinking to Switzerland in places like St. Moritz or Gstaad.