Vhs Dubs Av Club Project Shirt
Gerona is confident in SRG’s ability to outlast the quiet luxury trend. “I know we’ve all kind of heard over and over again quiet luxury, quiet luxury, quiet luxury, etc,” she says. “With Sofia, it was not only the trend of being ‘quiet luxury’ and being able to mix and match these pieces that she designed, but also who she is as a person and as somebody in fashion — she’s solidified herself as someone that is beyond the quiet luxury moment. That’s literally her lifestyle.” This relevance beyond a trend is key for the longevity of the brand, Gerona says. At launch, Richie Grainge will be the face of SRG Atelier. But longer term, the goal is to move beyond this, as House of Harlow did for Nicole Richie and as Helsa is doing for model and founder Hosk. (Hosk still appears in campaigns, but the majority of the brand’s marketing materials feature models other than herself, as the brand establishes the business.)Vhs Dubs Av Club Project Shirt
“With any brand that’s founded by a talent, a face or a celebrity, I think everyone’s goal is to have it become bigger than who the person is,” Gerona says. But, she adds, it would be a missed opportunity not to start the brand with Sofia’s persona at the (public-facing) centre. “One of the reasons why we wanted to work with her is that community aspect that she’s built over years; that engagement, the people commenting, the people already excited for her to come out with an apparel brand because they’ve been watching her for so long.” This will remain true even as the brand grows, and new faces, concepts and marketing themes are built out. “Now consumers are so savvy, they need to relate to something or someone to help anchor what the brand is about. Who created it? Why? And do I want to be like this person?” Gerona smiles. “That’s how you really win.”
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