Serge + Jane, a lifestyle boutique in Edina, is starting the fall season off right with a selection of clothing trends and accessories that are full of character.
Owners Casey and Jamie Carl created the store in honor of Serge Gainsbourg and Jane Birkin. Serge being a famous French musician, and Jane an English actress, singer, and Hermès muse for the Birkin bag, together the iconic duo created magic and mischief.
Inspired by the pair’s laid-back, rebellious, and passionate vibes, the Carls have matched the store’s decor and merchandise to fit this aesthetic. Offering three floors, each level has uniquely curated sections that feel like their own world.
Highlighted within are upcoming fall trends in fun Serge + Jane spaces. All outfits were assembled by stylist Grant Whittaker and Jamie Carl. Models are Hannan Peltier and Jered Sternaman.
Outside Mural
Combining the Carls’ apparel line, North Coast Soul, and their favorite photo of Serge and Jane, the outside mural presents a vintage California vibe with pines of the North Coast.
Outfit details: Hannah is wearing the $290 Farm Rio Stitched Garden Midi Dress with a straw clutch. Jered is wearing $188 Rails pants, a $268 Rails blazer and $158 striped shirt from Faherty.
Wet Bar
“We saw the Orange Big Chill Fridge by chance and fell in love with it, so we decided to make a vintage kitchen scene on our second level,” Jamie says. “We sell a lot of fun kitchenware, so the pairing works nicely."
On Hannah: $54 One Teaspoon colorblock tank, $148 Free People chunky cardigan and $175 Lacoste tennis skirt. Jered is sporting a $98 Scotch & Soda waffle shirt, $238 Rails navy pants and $148 Rails denim shirt.
Record Wall
“Casey is a huge vinyl collector and hobbyist DJ, so it was natural for us to sell records in the store,” Jamie explains. “Serge was also a musician, so it’s another nod to him.”
Outfit details: Hannah is wearing the $425 Cynthia Rowley Leopard Satin Jacket paired with a $228 Pistola Jumpsuit, and Jered is wearing a $168 Rails quarter zip, $298 Scotch & Soda corduroy blazer and $148 Scotch & Soda plaid pants.
Leopard Bathroom
All of the bathrooms in the store have unique wallpaper details, but the leopard is extra special. “I love animal patterns and am inspired by Gucci's Alessandro Michele use of animals in design,” Jamie says.
Outfit details: Hannah is wearing the $268 One Teaspoon Studded Blazer, a $78 K Too bow dress and $158 Pistola faux leather pants.
Rooftop
“We found a picture of Jane on a swing and that inspired us to create the boxwood wall and swing on our rooftop.”
Outfit details: Hannah is wearing the $210 Farm Rio Anika Flowers Dress, and Jered is wearing a $178 Rails crew sweater, $298 Rails navy blazer and $168 Scotch & Soda denim pants.
4532 France Ave. S | 612-315-4638 | sergeandjane.com
Grant Whittaker, Creative Producer and Stylist
You can’t talk about local fashion without a nod to Grant Whittaker. He is a go-to fashion expert, who has helped bring the Twin Cities into the fashion limelight. Raised in Germany and surrounded by European fashion, style has always come naturally to him. But, more importantly, he has the imagination to take things one step further. Blend this fashion expertise with his extensive knowledge of the industry – retail, editorial, merchandising, production, buying, and fashion events – and you end up with pure style. Check him out on Instagram, @grantwcreative.