The growth of a brand does not come only from numbers. Designer Gabriela Hearst tells the plans for her brand in an interview to the Financial Times. A name of luxury that not only looks at the turnover, but that will also pay attention to its own strength. All things considered, balance sheets are fine. So, from here on, the designer will look at her know-how, imagining a new future for fashion after CRV.
It doesn’t just go by numbers
Hearst has started a process of growing her luxury brand starting from the location for the fashion shows. Paris and not New York, her home, where in any case she confesses that she wants to go back soon. “I hope to return next year, but I wanted new goals and challenges – she tells the newspaper – and Paris gave me this one day after the other”. The Ville Lumière, confesses the Uruguayan designer, represented a dream. And in this moment of change, the French capital is a kind of stage from which to look beyond.
A brand with a soul
Hearst presented the new collection at Paris fashion week. Knee-high suede boots and wide cashmere and velvet trousers confirm the attachment to her origins by recalling the gauchos on horseback. This soul makes the difference according to the designer, who remembers having printed her name on a t-shirt only on the occasion of Joe Biden’s election campaign. “I believe in quality-based branding,” she emphasises. Despite the 8% decline that balance sheets should register at the end of the year, Hearst points out that “we are still growing organically”. “It has nothing to do with selling out or blowing up the business – she continues – but with know-how. One of my goals during the pandemic was to study China”.
A new fashion
Fashion still runs fast but, as the Financial Times highlights, now the narrative of this world revolves around the concept of sustainability and reducing the environmental impact. Two aspects that Hearst, which also relies on made in Italy, calculated from the first day of activity. Today, for example, it uses 30% recycled cashmere and has mapped its supply chain as much as possible. A sustainability to certain values that Covid has increased.
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