Gabriella Pereira’s clothes, produced under her label, Beare Park, seem to exist on a different planet to much of the clothing made today. Here's how she built her label in two years.
. Few in the audience knew who Pereira was; just five photographs of the collection had been released. But it was the week’s buzziest, perhaps for sheer gumption. An unknown designer showing a shearling teddy coat, RRP $4900? All five coats sold quickly: Pereira’s risk-taking had paid off.
This month, Pereira was due to show at Fashion Week for the second time, doubling down on the investment she made last year and building on the first collection, a tightly edited mix of minimalist, neutral-toned classics: a jersey glove dress, a shirt dress, silk shirts, suiting. From left: Silk longline shirt dress, $800, and silk elastic-waist pant, $720; Round-neck long-sleeve dress, $600; Black cotton stretch jersey glove dress, $320.
She counts her accountant as a mentor. And Angela Krantz, a long-time friend who also happens to be associate general counsel of Amazon Japan, is a silent partner in the business, through whom Pereira filters big decisions.She has never trained in fashion; like many designers she can sketch but doesn’t know how to cut a pattern or sew. She created her first collection without a team, relying on contractors at factories she visits multiple times a week.
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