Aristocratic designer Lady Serena Bute announces her fashion label is closing

By JOHN PAUL BRESLIN, WEEKEND NEWS EDITOR - SCOTLAND Published: 16:43, 18 August 2026 | Updated: 16:43, 18 August 2026 More than a decade ago she set up her own fashion label and must have felt a sense of achievement as it became a frim favourite with women around the world, including supermodel Kate Moss and singer Rita Ora. However, aristocratic fashion designer Lady Serena Bute has announced her eponymous label is due to close in November as she looks to spend more time with her family. A former model herself, the 66-year-old, who holds the title of The Marchioness of Bute, had a wealth of experience to draw on for the venture, which she launched in 2015. Fashion has also been a family affair, with her daughters Jazzy, 35, and Lola, 27, running their own fashion label Debute. Announcing her company’s impending closure, Mrs Bute said: ‘After much deliberation, it is with great sadness that I have decided to close down’. She added: ‘It’s been a very difficult decision to make, but after many years in the fashion business, I feel that the time has come for me to slow down and spend more time with my family and grandchildren. ‘When I started SBL, I wanted to make clothes that I liked to wear, staples that were timeless and effortlessly chic. ‘Looking back, I am very proud of what we’ve achieved over the years. I am so grateful to the amazing community that has grown around the brand, your support and loyalty has meant so much to us.’ Lady Serena Bute and her daughter Lola have long been associated with Britain's fashion industry Reality TV star Vogue Williams is among those who have worn Lady Bute's clothes. She is pictured wearing clothes from Serena Bute while atending Wimbledon with her husband Spencer Matthews last month Raised between London and rural Wales by her mother and stepfather, the one-time treasury minister Lord Rees, the former model has been married twice. Her first was to Jamaica-born grandee Robert De Lisser with whom she has two children, Jazzy and Joshua, 38. Her second marriage was to former Formula One driver Johnny Crichton-Stuart, seventh Marquess of Bute and the Earl of Dumfries, with whom she has one child, Lady Lola. Her late husband Mr Crichton-Stuart, who was known as Johnny Dumfries during his racing days, died in March 2021. While the marchioness spends much of her time at the family’s home in west London, the noble family’s seat is Mount Stuart, the staggering four-storey Victorian Gothic pile on the Isle of Bute. The Scottish mansion house was also the venue for what was hailed as the most glamorous and decadent society event of 2024 when Lady Lola held her 25th birthday bash there. The guest list included Sienna Miller, Poppy Delevingne and Princess Olympia of Greece and saw Lady Lola decked out in a 90s-style micro-dress as she danced with Dutch boyfriend Parker Van Noord. The theme of the bash was How Lola Can You Go? which saw giant inflatable mushrooms and tepees sprout throughout the vast baronial mansion. Lady Lola Bute has followed in her mother's footsteps, laucnhing her own brand There was techno music, dining tables groaning with lobsters, oysters and local beef, a pipe band, and fireworks lit the skies. Hollywood stars mingled with fashion icons and royalty with the extravaganza described as Ibiza colliding with Saltburn, the hit movie satire about the debauchery of the upper classes. However, the marchioness’s company is inextricably linked to her home in London with the lavish property used for fashion shoots for the brand. While her fashion label is due to close, the Marchioness said its current autumn/winter collection will be its last. Discussing it, she wrote: ‘Our final collection brings together some of our favourite styles, with new ones that I hope you’ll like. ‘I look forward to sharing this last collection with you before winding down in November.’ News of the closure, which was shared on the fashion label’s social media page, was met with an outpouring of commiserations from a host of celebrities. Coronation Street actress Catherine Tyldesley said: ‘I’m so very sorry! I loved your designs. Sending love.’ TV presenter Trinny Woodall wrote: ‘Always a Serena Bute girl.’ Actress Sadie Frost wrote: ‘Loved your clothes…always beautiful and always stylish…but I really understand just wanting to hang with the grandchildren and keep life simple.’ TV presenter Jenny Powell said: ‘Wishing you all the most fabulous next chapter and thank you for your beautiful clothes that have always made me feel so comfortably me.’ The marchioness’s daughter Lady Lola Bute also responded to the news on social media, writing: ‘I love you so much muma. Proud of you.’ Earlier this year, the Marchioness, her mother Anthea, and daughters Lola and Jazzy modelled a selection of clothes as they promoted the Serena Bute label. A post promoting the clothes online said they were ‘designed to be worn, shared, and loved, from mother to daughter, and back again’. It added: ‘The collection truly transcends time and celebrates the importance of longevity and true craftsmanship.’