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About Le Sirenuse

Dive Into Our World

Emporio Sirenuse is the gateway into the enchanting world of Le Sirenuse. The highly curated collection of lifestyle items, fashion accessories, and resort wear are a manifestation of Carla Sersale's vision of La Dolce Vita. What better way to picture Positano, if not through one of its most iconic boutique hotels, Le Sirenuse? Located in the middle of the village of Positano, with its two tiny boutiques across the road, the hotel has been welcoming foreigners and locals since the town's glamorous heyday in the 50s and 60s.

Fashion accessories, lifestyle objects, t-shirts, sandals, sneakers, shawls, jewels, leather bags accompany Le Sirenuse Positano collections in the Emporio Sirenuse stores in Positano and online. We are dedicated to the elegant, sleek, well-travelled consumer who loves Le Sirenuse and recognizes the profound artistic and historical value of this fertile land.

A Family Affair

Collaborating with Carla is her niece Viola Parrocchetti, designer and creative director of Le Sirenuse Positano. Parrocchetti has always been fascinated by the Amalfi Coast and Capri. Her father collected books on the ‘land of the Sirens’ (as Norman Douglas called it), mostly published by La Conchiglia, a publishing house from Capri. These books told the lives and stories of a special breed of international characters who chose to live on the Amalfi coast and Capri in the 20th century, and here wrote, painted and composed music. They were all lovers of a lost classical era, an idealized Mediterranean idyll made of statue fragments, tanned bodies, craggy landscapes and a diffuse Romantic pantheism. ‘There's more depth to the setting than the Vespa and a basket of lemons’ says Viola. It's exactly this depth that emerges from the stories that are elaborately depicted in Viola's prints and embroideries. It's the inspiration behind everything that Carla and Viola create.

Mediterranean Flair Meets Indian Craftmanship

Le Sirenuse Positano collections are produced in Mumbai, Delhi, Kolkata and Italy. Fusing silk road influences with the Mediterranean flair, Carla and Viola launched the inaugural collection in the summer of 2013: a fresh, romantic take on the spirit of the Amalfi coast, enlightened with a tinge of Orient.
Viola, who now lives and works in Milan, was based in Mumbai for six years, where she established a network of local artisans who remain the backbone of our production. But from the very first production, made in a rented room in Dharavi's Mumbai slum with secondhand sewing machines, the evolution of Emporio Sirenuse has been remarkable.
Today's manufacturing is both structured and stable, but the line still only makes use of the best cotton and silk, handmade screen prints and hand embroidery, and, for some items, even hand weaving. The entire process is managed from start to finish by Viola, who now returns four times a year to check on the small workshops she helped create and grow, and never stops searching new sources and experimenting with new techniques.

Our Inspirations

Fascinated by the intricate patterns of the old Suzani textiles from Central Asia, collected by Antonio's globetrotting father, Franco, Carla and Viola designed the first collection of hand embroidered cushion covers in 2013, and they were an instant hit at the Emporio. At the same time, Viola began to create prints and embroidered motifs for kaftans and other garments, brought to life by the skillful fingers of her talented artisans. Her style developed in tune with the melding of Mediterranean and Silk Road influences, long held at the center of Emporio Sirenuse's identity. This peculiar fusion of East and West is clearly recognizable in her work, often mixed with influences from the rich cultural heritage of the artistic community that lived and flourished in Capri and Positano at various times in the past century, and who was in fact very much inspired by the same themes.

A History of Artists and Sirens

 At the beginning of the 20th Century, Mikhail Semenov, a Russian writer and art dealer, lived in a converted mill above the beach of Arienzo. In April 1917, Pablo Picasso and Jean Cocteau visited him in the company of ballet impresario Sergei Diaghilev and choreographer Leonid Massine. Gilbert Clavel, a swiss intellectual who was part of the futuristic movement and a friend of Fortunato Depero, was in Positano at the same time. This encounter of the Slavic world, France, Italy, Switzerland and the classical Roman and ancient Greek culture, became a fertile creative nexus, one that embodied a profoundly romantic, highly cultured aesthetic and poetic vision of the world.

During the '50s, the Australian born artist Vali Myers came and lived in a 12th century abandoned little cottage in a forest near Positano, defying conventions as the free soul she was, and forging the hippy movement in her wake.

Many more artists populated this area at different times, fascinated by the extreme beauty of these places. Painters, writers, intellectuals, philosophers.

Le Sirenuse Positano collections pay affectionate homage to all the artists and creative minds that not only enlightened the history of Positano, Amalfi, and Capri, but laid the original foundations for its popular culture, lifestyle, and taste. A collection was dedicated to Vali Myers, another to Picasso and the Russian ballets, and another to a painter and philosopher who lived in Capri in 1910-13 called Dieffenbach. Stay tuned for more…

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