SERENITY is not just a collection.
It is an invitation to travel differently.
A new way of travel is coming. In a world where the line between real and artificial is becoming increasingly blurred, the need for genuine moments is growing. Not perfect, but spontaneous and unexpected. It is exactly there that the most meaningful travel experiences begin.
Travel becomes an invitation to reciprocity. You give something of yourself in time, attention and openness, and receive insight, connection and meaning in return. For us, that is the essence of travel: you do not travel only for yourself, but also for the people you meet along the way. Meaningful travel matters.
‘Meaningful travel’ is woven into everything we do.
‘Meaningful travel’ is woven into everything we do.
In how we see travel, and in what we create. Because when the way we travel changes, what we choose to bring with us changes too. From that idea, SERENITY was born. Not as a new collection, but as a translation of a new way of travelling, where calm, attention and intention take centre stage.
SERENITY is designed for women who long for connection, depth and experiences that leave something behind. Travelling with attention, meaning and intention.
In how we see travel, and in what we create. Because when the way we travel changes, what we choose to bring with us changes too. From that idea, SERENITY was born. Not as a new collection, but as a translation of a new way of travelling, where calm, attention and intention take centre stage.
SERENITY is designed for women who long for connection, depth and experiences that leave something behind. Travelling with attention, meaning and intention.
For the SERENITY campaign, we travelled to Morocco, a place where encounters and human connection naturally come together.
During this journey, we stayed at Kasbah Bab Ourika, located in the beautiful Atlas Mountains. The philosophy of this unique place extends beyond its walls. It is deeply connected to the local community and contributes to the wellbeing of surrounding villages by working with women from the region, creating employment and supporting local initiatives.
In conversations, surroundings and shared stories, we discovered what meaningful travel stands for: real connection, mutual respect and moments that stay with you. One of those moments was with Sophia, whom we met at Dar Zite, a local women’s cooperative for argan oil. Through her work, she welcomes visitors from all over the world. She showed us how the products are made and shared her story.
‘Travel increasingly seems to revolve around faster, bigger, and more luxurious experiences, while more and more women are longing for calm, aware, and genuine moments. SUITSUIT therefore chooses a different direction. With the new SERENITY collection, we translate our vision of meaningful travel into a tangible design.’
What ideas, trends, and choices shape this approach? Eric Koedijk, Head of Design at SUITSUIT, tells you all about it.
SERENITY in Morocco: the story behind the journey
“It matters which places you visit and who you support.” For the new SERENITY collection, Nadine Hartevelt (Visual Brand Manager) and Mirthe Willems (Social Media Lead) recently travelled to Morocco. Not only to capture the beauty of the landscape, but to look beyond the perfect picture.
Travelling more meaningfully: discover Morocco’s women’s cooperatives
Walking through the souks of Marrakech, you see handmade products everywhere. But behind these handcrafted goods are often women who are less visible in the supply chain and do not always receive a fair share of the income. Women’s cooperatives across Morocco are slowly changing that.
