As the luxury winter season kicks off in Courchevel, we had the privilege to sit down with Serge Ghnassia, President of Milady Haute Fourrure, to discuss the brand’s evolution, its commitment to craftsmanship, and the latest innovations that make Milady a cornerstone in the luxury fur industry.
Milady has a nearly 100-year legacy in Haute Fourrure. How do you keep the brand relevant in 2025?
The world has changed significantly since Milady’s founding in 1933, and so have we. While honoring our heritage, we continuously innovate by blending timeless techniques with modern, sustainable practices. In 2025, relevance comes from listening to our clients, embracing cutting-edge technologies, and incorporating contemporary aesthetics that resonate with today’s luxury consumers. For instance, our new collection introduces modular fur pieces that adapt to various styles, making them versatile for any occasion.
Sustainability is a pressing issue in fashion. How does Milady address it?
Sustainability is a core value at Milady. We are committed to ethical sourcing, traceability, and minimizing waste. Today, all our furs come from certified farms, and we invest in eco-friendly dyeing and manufacturing processes. Our focus is on creating heirloom-quality pieces that last a lifetime, reducing the need for fast fashion. We’ve also started a program where clients can bring back older pieces to be restyled or recycled into new designs.
Can you tell us about Milady’s Winter 2025 collection? What themes inspired it?
This season, we’ve drawn inspiration from the beauty of alpine landscapes and the warmth of family gatherings. The collection features rich textures, bold geometric patterns, and earthy tones that reflect the natural world. Our iconic sable jackets are reimagined with modern cuts, while reversible fur-lined parkas and accessories like fur boots and toques add functionality to luxury. It’s all about creating pieces that are as practical as they are glamorous.
How does Milady incorporate technology into its craftsmanship?
We’ve embraced 3D modeling and AI to refine our design process. This technology allows us to visualize every detail of a piece before production, ensuring precision and minimizing material waste. Despite these advancements, every Milady piece is still crafted by hand, preserving the artisanal touch that defines our brand.
What is your approach to engaging a younger luxury audience?
The new generation of luxury consumers values individuality and sustainability. To engage them, we’ve expanded our digital presence, offering virtual consultations and exclusive online previews of our collections. We’ve also collaborated with contemporary artists to create limited-edition pieces that appeal to their desire for uniqueness. At Milady, we’re proving that fur can be modern, ethical, and innovative.
As Courchevel opens its doors for the winter season, what role does Milady play in this luxurious destination?
Courchevel is a natural home for Milady. It’s a place where our clients gather to experience the pinnacle of luxury, and we aim to enhance that experience with our pieces. Our boutique here offers exclusive designs tailored for the alpine lifestyle—perfect for après-ski glamour or evening elegance. This season, we’ve curated a selection that embodies warmth, sophistication, and versatility, making it a must-visit for winter fashion enthusiasts.
What’s next for Milady as it approaches its centenary?
As we near 100 years, our focus is on innovation while preserving our heritage. We’re exploring partnerships that push the boundaries of design and sustainability. Additionally, we plan to expand into new markets while ensuring Milady remains a symbol of timeless elegance. Our goal is to continue creating pieces that tell a story—of craftsmanship, luxury, and the people who wear them
Discover Milady’s Winter 2024 collection at their boutiques:
Courchevel
Place du Tremplin, Rue du Rocher, 73120
Paris
74 Rue du Faubourg Saint-Honoré, 75008
76 Avenue Raymond Poincaré, 75116
Cannes
9 Boulevard de la Croisette, 06400
