SERENA DUGAN

THE CO-FOUNDER OF SERENA & LILY IS BACK IN THE SPOTLIGHT WITH AN EPONYMOUS LINE OF TRAVEL-INSPIRED FABRICS AND WALLPAPERS.

YOU HAVE A BACKGROUND IN FINE ART. DID THESE PATTERNS BEGIN AT THE TIP OF YOUR PAINTBRUSH?

My process is a little broader; sometimes it begins with a simple sketch. Frequently, it starts a little further downstream where I’m imagining the client, the way they live and the way I want them to feel in their space. This dreamworld inspires a vibe, and I start designing with this energy in mind.

EACH PATTERN IS NAMED AFTER A PLACE. IS TRAVEL A BIG INSPIRATION?

Travel and faraway places spark a new way of thinking and new visions for a pattern, approach or collection. Vintage textiles may do the same, but I treat inspiration as gas on my own fire, not something to re-present with my name on it.

THE CONDESA FABRIC WAS INSPIRED BY MEXICO. HOW WOULD YOU LIKE TO SEE IT USED?

The obvious answer is something like a mid-century settee. A less obvious answer is seat cushions that pull from different sections of the print, so each composition is unique. The beauty of Condesa is that its character shows up differently with different applications.

WHERE WOULD YOU LIKE TO TRAVEL NEXT?

In no particular order, the Dolomites in Italy to attend a painting workshop; Tangier, Morocco; Portugal and the Azores; and Toronto to visit my newest showroom, Y&Co.

HOW DID YOU FOCUS THE PALETTE?

I wanted to push the tried-and-true colourways forward by showing new partners to those colours. I also present fringier shades that feel exciting. New, fresh and different colours create energy, and bring a more standard palette to life.

YOU CO-FOUNDED SERENA & LILY IN 2004 AND LEFT IT THREE YEARS AGO. WHAT’S THE BEST PART OF STARTING A WHOLE NEW DESIGN BUSINESS?

When it’s small and driven solely by me, it can simply be a platform for expression. The goals for the endeavor can be defined by satisfaction rather than growth.

WHAT’S THE HARDEST PART OF STARTING AGAIN?

Slowing down my drive and propensity for expansion! But I know my priorities, and I’m allowing those to guide what comes next.

CLOCKWISE, FROM LEFT: Cassis Grasscloth wallpaper in Sangria/Natural; Porto wallpaper in Pitch; Bahia grasscloth wallpaper in Onyx/Natural; Capretto fabric in Ink/Indigo; Oletta fabric in Farro; Condesa fabric in Midnight/Cherry. Serena Dugan Studio fabrics, from $314/yd.; wallpaper, $175/yd., $375/roll. At Y&Co.