Sandra Seroy

Max Mara, Brioni, Gianfranco Ferré, Luca Luca and Genny were among the companies that counted on her guidance as they expanded into the U.S. market.

Sandra Seroy, who helped launch a series of major European sportswear labels in the U.S., died March 24 at the Mount Sinai Medical Center in Miami. She was 67.

This story first appeared in the April 3, 2012 issue of WWD. Subscribe Today.

The cause of death was chronic heart failure, according to her husband, Frank Crivello.

After growing up in Washington Heights, Seroy started her Seventh Avenue career as a fit model before venturing into sales. That decision proved to be fruitful, with Max Mara, Brioni, Gianfranco Ferré, Luca Luca and Genny among the companies that counted on her guidance at one time or another.

In the Seventies, she and her first husband, Michael Seroy, started a knitwear collection under his name, which was sold to such stores as Saks Fifth Avenue. Adrienne Vittadini and her husband, Gigi, were their business partners. Once the company closed in the late Eighties, Sandra Seroy, who had spent part of the decade studying business and marketing at The New School, went to work for Max Mara. Her husband joined Country Road as head designer and launched the label in the U.S.

In search of the new at Charivari, Seroy befriended Marc Jacobs there when he worked on the sales floor in the Eighties, her son Gerald Seroy said. She was also a major fan of Prada before the label was widespread. “Even though she worked for all these other labels, she always wore Prada,” he said.

After exiting Brioni in 2008, Seroy teamed up with Crivello, whom she married a few years before, to work in real estate development in the Hamptons. “On one level, Sandra was interested in creating couture design for homes. She knew from her experience in the fashion world that the clientele out in the Hamptons would appreciate that, and they did,” said Crivello.

She is survived by Crivello and Gerald Seroy. A memorial service will be held some time in June in Southampton, according to Crivello.

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