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Our Style Principles

A look for leaders
 
Royalty have always led the way. Serious Royalty sets trends rather than merely following fashions adding our own fresh spin to the hottest drops.
 
A royal regard
 
Serious Royalty is the look you deserve. Rich and regal. Strong in style, unique in attitude. Because everyone should feel like they rule in their kingdom.
 
An affordable luxury
 
Why shouldn’t fashion be affordable? Serious Royalty means you can you can dress this way every day, enjoying a designer look without the designer price tag.
 
A distinctive difference
 
You don’t need to shout to stand out. Serious Royalty is all about the trims, from the subtle embellishments to the metallic embroidery. Quality fabrics with the finest finish.
 
A choice of champions
 
Our dynasty is growing fast. As new champions emerge to take the gold, and more and more of us discover the real champions that lie within ourselves.

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