October 21, 2019
October 16, 2019
A new brand took Instagram by storm this summer. SENLIS may have just launched earlier this year but the feminine, elegant line of dresses and separates is already a firm favorite of fashionistas and celebrities alike. A quick scroll of the website and it’s not hard to see why. The first launch in the ID Brands portfolio hits the mark perfectly, capturing what it means to be a modern woman. Each piece is chicer and more enchanting than the last, but what really sets the brand apart is the wearability of the line. The instant success of SENLIS is no doubt due to the positioning and vision of the brand, headed up by Samantha Yanks along with a powerful female-led team. We chatted to industry legend Yanks who is the CBO of ID Brands.
What is the inspiration behind SENLIS?
SAMANTHA YANKS: SENLIS is inspired by the impossibly charming town of Senlis, France. The magnificent gardens, historic castles and châteaux, narrow cobblestone streets and indigenous flowers of the area are the epitome of romance, adventure and, most importantly love. The town inspires all of our pieces which are feminine, infused with floral prints and easy silhouettes that flatter women.
Who is the girl you design for?
SY: She loves to travel, seeks adventure and has a sense of wanderlust in her soul. All of our pieces are meant to be worn in your day-to-day life and take that style with you on your next journey.
What's been the most exciting part of building this new brand?
SY: The storytelling has been incredible. We are building a world that is crafted by a team with a highly-curated point of view, at the same time, delivering product at a value that is unbeatable in the marketplace. The overwhelmingly positive response has been exciting and a confirmation that we are making pieces that women want to wear. Starting from the ground up with a female-led team, makes the process that much more special. Our team is a mix of impressive women Sarah Landman, Co-Founder and President, Nevena Borrisova, Creative Director, Katrina Caraboolad, Merchant and Julia Bennet, West Coast-based creative assistant.
Tell us about your beautiful new LA space.
SY: Yes, we have just opened our first boutique on Robertson in L.A. which is the perfect place to shop pre or post-lunch at the Ivy, of course. It is filled with all of our favorite pieces that are available online at senlis.com mixed with a selection of constantly rotating in-store exclusives. It is beyond a shop. We use it as a content studio, a showroom, a spot that influencers visit to snap pictures of themselves in SENLIS. It’s really a community and came about from demand in the marketplace.
Who have we spotted SENLIS on?
SY: It’s been an extraordinary list within the first few months of launching. Kirsten Dunst, Mariska Hargitay, Kelly Rutherford, Katie Lee, Katie Couric and Nicky Hilton Rothschild and Charlotte Cordes.
What's next for the brand?
SY: We launched this summer and had 4 exceptional trunk shows in the Hamptons, developed several partnerships that are core to our DNA, launched our site and opened a store in LA. We’re a fashion brand that is hyper tech-forward so there are some innovative launches to watch out for this Fall. Our website is home base for us, we launch new product monthly so always keep your eyes on the site but connecting with women at our trunks shows and in stores has fully completed the experience. Stay tuned for our line-up of upcoming trunk shows and new retail spaces at @shopsenlis.