Aristocratic fashion designer Lady Serena Bute has announced that her eponymous label will close in November. The decision comes after nearly a decade in business, with Bute, also known as The Marchioness of Bute, stating she wishes to spend more time with her family and grandchildren.
Lady Serena Bute launched her fashion label in 2015. She aimed to create timeless and effortlessly chic staples that she herself would wear. Over the years, the brand gained a following that included notable figures such as supermodel Kate Moss, singer Rita Ora, and reality TV star Vogue Williams. The brand's autumn/winter collection will be its last.
"After much deliberation, it is with great sadness that I have decided to close down," Lady Serena Bute said in a statement. "It’s been a very difficult decision to make, but after many years in the fashion business, I feel that the time has come for me to slow down and spend more time with my family and grandchildren. Looking back, I am very proud of what we’ve achieved over the years. I am so grateful to the amazing community that has grown around the brand, your support and loyalty has meant so much to us."
Fashion has been a significant part of Lady Bute's family life. Her daughters, Jazzy and Lola, aged 35 and 27 respectively, also operate their own fashion label, Debute. Earlier this year, Lady Bute, her mother Anthea, and her daughters Lola and Jazzy were featured in a promotion for the Serena Bute label, emphasizing designs meant to be shared across generations.
Lady Serena Bute, who is 66 years old, was formerly a model. She has been married twice. Her first marriage was to Robert De Lisser, with whom she has two children, Jazzy and Joshua. Her second marriage was to Johnny Crichton-Stuart, the seventh Marquess of Bute and former Formula One driver known as Johnny Dumfries, with whom she had one child, Lady Lola. Her late husband passed away in March 2021. The family's ancestral home is Mount Stuart on the Isle of Bute. The property was notably the venue for Lady Lola's 25th birthday celebration in 2024, an event described as a blend of Ibiza and "Saltburn," the satirical film about upper-class debauchery.
The news of the label's closure, shared on social media, prompted messages of support from celebrities including actresses Catherine Tyldesley and Sadie Frost, and TV presenters Trinny Woodall and Jenny Powell. Lady Lola Bute also expressed her love and pride for her mother on social media.