The story of Paule Ka began in 1988 with a little black dress that reflected the essence of Audrey Hepburn and contemporary refinement; a dress that proved to the fashion industry that the label's founder and creative director, Serge Cajfinger, 55, understands women's desires.
With Cajfinger opening his first Paule Ka boutique in the UAE last September in Fashion Avenue, Dubai Mall, formal wear got more exciting for the UAE's fashion savvy.
"My favourite fashion decade is definitely the Fifties, for the style and the elegance," Cajfinger tells Alexandria Gouveia. "The cinema of that time inspires me and my style. I like Cary Grant and Fred Astaire. Mad Men is very close to the Paule Ka fashion. I love it."
Serge's World
MY NATIONALITY IS... I was born in Lille, France, and raised in Brazil.
A PERSONAL ATTRIBUTE I CANNOT TOLERATE IS... stupidity. It makes me go weak at the knees.
MY LIFE MOTTO IS... every day is a new day, and every day is a new high!
ONE OF MY LIFE'S PASSIONS IS... architecture. If I weren't a designer, I would be an architect.
MY THOUGHTS ON THE UAE ARE... since my first trip to the region, I dreamt of opening a Paule Ka boutique here. Dubai is one of the cities to be in for a high-end brand, it is a shopping destination that attracts women from all over the world. There is a real potential for growth.
MY FAVOURITE MEMORY... is the day Audrey Hepburn's son, Sean Ferrer, contacted me. He invited me to visit him in Japan, and offered me very beautiful pictures of his mum.
I ADORE... the Park Hyatt Tokyo. The rooms start from the 50th floor so the views of Mount Fuji are breathtaking. The hotel is so very luxurious and quiet.
AT THE MOMENT... I'm listening to an old album from the Eighties by Rita Lee, who's a Brazilian singer. It's a very cheerful album.
ESSENTIAL ITEM... I love the beach so I never travel without my swimsuit. This comes from my childhood in Brazil. Rio is actually my ideal holiday destination because I was raised there.
I DON'T WORK A DAY IN LIFE... I love my job due to the permanent evolution, the creation, and always trying to do better. I work in a serene environment. I flee the fashion hysteria; it's part of my line of conduct.
I RESPECT... everyone's style, I don't pass out negative judgement so I'll never say who I think dresses badly. Personally though, I love the way Carey Mulligan dresses.
