Worn by the likes of Pippa Middleton, Suki Waterhouse, and Kate Hudson, British luxury shoe brand, Aruna Seth, has finally stepped foot into Hong Kong and launched their Spring-Summer collection in select Lane Crawford stores.
As shoe-lovers ourselves, we were absolutely keen on learning more about the brand and the designer. We met up with Aruna Seth at Café Grey in The Upper House where she showed us some of her shoes and talked us through her brand building and design processes. I think it’s safe to say that we were head over heels with the designs (pun intended). All her shoes carry a unique little detail; if Louboutin has red soles, Aruna Seth has a tiny crystal-encrusted butterflies on hers.
It’s also worth noting that as a shoe designer, Seth makes it a point not to compromise comfort. We all know how frustrating it could be to buy a gorgeous pair of shoes only to have them hurt your feet and collect dust on your shoe rack because it’s a pain to wear. But with Seth's designs, you won’t have to sacrifice comfort for style.
When did you start the brand?
The brand has been around since 2009.
What made you start the brand and why shoes?
I’ve been around shoes for as long as I can remember. I grew up being around shoes because my father was a shoe tycoon so I’ve witnessed the whole process of making shoes and such. It’s basically in my blood.
Could you describe to us the design process and how long it takes to produce a collection?
The design process takes around 2 months. First, we create the moodboard of the season with my team. Then we confirm the designs and heels to be added to the product range and core collection color swatches. The first prototypes are produced in our factories in Venice, Italy which takes a few weeks. These prototypes are then tweaked accordingly and then perfect samples are made.
What’s the inspiration behind the Spring-Summer collection?
The Spring-Summer collection is inspired by the book The Secret Garden which I loved reading growing up.
We noticed that your trademark is a butterfly. Could you tell us why this is?
The metamorphosis is the magic of the creature. The symbol signifies change, growth, and new life. The rebirth shows the real beauty within. I always had a love affair with butterflies.
How often do you release a new collection?
We release two core collections a year. On top of that, we also have two limited edition collections and a bridal collection.
Who is the Aruna Seth woman?
The Aruna Seth woman is someone who likes to look good and wears her fashion with style and confidence. She loves trends but doesn’t follow them religiously. She is a classic beauty who loves beautiful things, works of art, and appreciates quality, heritage, and craftsmanship.
Why did you choose to introduce your shoes to the Hong Kong market?
I, myself, love Hong Kong. It has a very cool, eclectic atmosphere and I believe it is the trendiest city in Asia for fashion.