3 Questions for Aruna Seth

Aruna Seth in on a New York tour.

The British designer known for evening and bridal styles is on a 10-day trip to promote her spring collection. “This collection is really all about versatility,” she told FN at her press preview held, appropriately, at the London Hotel. “It’s all about finding those perfect neutral colors.” Along with the classic white bridal styles embellished with her signature crystal butterfly, Seth showcased a variety of pastel satin pumps and more contemporary black booties and wedges.

While in New York the designer will work on a potential headband collaboration and host a trunk show at bridal boutique Kleinfeld. She also showed at Pier 94 during Bridal Week.

What does Seth look forward to during down time? The New York restaurant scene. “I come back every couple of months, and there’s always some place new,” she said.

Here, the designer talks new materials and stores as well as working with the royals.

1. You used a lot of python in your spring collection. Is that a new material for you?
AS: Yes. We already did the white python, but we called in the black python this season that gives a shine. Then we have a gorgeous tan python, which I love especially because of the larger scales. Python is very decadent, and we’re always looking to be very luxurious and timeless.

2. How has brand grown this season?
AS: We have new stockists in Japan and Australia. In the U.S., [we have new stockists in] Michigan, Florida and Wisconsin. We’re learning about the U.S. market. We’re also in Harrods as of next month. I think Harrods is the No. 1 store in the world. Plus being a British designer in the best London store is amazing.

3. Pippa Middleton and Princess Beatrice have been seen in your designs. What has it been like working with the royal family?
AS: It really puts the brand where we want it to be. It gains us more recognition in that field. The shoes are made for princesses. They’re luxurious and comfortable. That’s what the royals are looking for. They want timeless elegance. They want elegant shoes with the wow factor.

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