About us
For over 25 years, Silvia Șerban has been at the forefront of the Romanian fashion industry, blending creativity, innovation, and a deep commitment to sustainability. As a fashion designer, entrepreneur, and educator, Silvia's journey has been marked by a pioneering spirit that has consistently pushed the boundaries of traditional fashion. From her early exploration of upcycling and reusable fashion in the 90s to the creation of groundbreaking ventures like the Hysteria Boutique and IDELIER, Silvia has continually sought to merge artistry with functionality.
Driven by a passion for nurturing Romanian artists and fostering a sense of community, Silvia's work extends beyond design. Through collaborations with global brands and local creatives alike, she has forged connections that elevate both her craft and the work of those around her. Her role as an educator underscores her belief in giving back, empowering the next generation to embrace their unique voices and redefine fashion on their terms.
Fashion as Self-Expression
Silvia Șerban's philosophy is encapsulated in the WAAU mentality - Wearing Attitude Against Usual - encouraging women to use fashion as a tool for self-expression and empowerment. As she looks to the future, Silvia remains committed to her mission of creating beauty, inspiring innovation, and fostering meaningful connections in every project she undertakes. Her brand stands as a testament to the power of creativity, resilience, and the enduring pursuit of excellence.
