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24/02/2017

How 30 Under 30 Designers Of Beaufille Grew From New York Fashion Week To Booming Business

 

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Chloé and Parris Gordon, co-founders of Canadian fashion labelBeaufille, are exemplars of the “effortless chic” aesthetic that’s perpetually in vogue but so difficult to master. Members of FORBES’ 2017 30 Under 30, the sisters, 29 and 27 respectively, are New York Fashion Week regulars now after debuting three seasons ago in September 2015.

Beaufille (pronounced bo-fee) is a nonsensical French word meaning “handsome girl,” or “one who presents an effortless chic demeanor.” The brand symbolizes the marriage of masculine and feminine and an allusion to their French names and heritage.

“We’re kind of opposites. Parris is more of a girly girl and I’m more of a tomboy,” Chloé explained. “Both of our personalities feed into the brand name and the collection, so she always makes sure we’re staying true to the feminine side and me the masculine side.”

Natives of Toronto, the Gordons budded as designers at Nova Scotia College of Art and Design (NSCAD), where Chloé majored in fashion textiles and Parris studied jewelry design and metal-smithing—perfect complements for collaboration.

Since launching in 2013, the duo has showcased both a handmade artisanal jewelry collection along with a ready-to-wear line each season. The sisters have grown both as entrepreneurs and designers, achieving both commercial and editorial success. Beaufille expects to quintuple their sales in 2017 after luxury retailers Net-a-Porter and Moda Operandi picked up their label last year and select items sold out within the first day.

“Getting more retailers and exposure was huge for us,” Parris said. “But I think we’ve gained more confidence in our designs because of the feedback from the shows.”

Beaufille’s minimalist womenswear has always exuded elegance with long lean lines and clean oversized silhouettes. Garments often show just a sliver of skin—a peekaboo shoulder or side midriff for the right touch of sexy. The brand has also championed flared pants and bell sleeves before the trend re-entered current style conversation.

This season, Beaufille got down to earth. The 18 looks they presented in a Greenwich Village gallery was inspired by a vacation they took to their Nova Scotia design roots.

“We were at a beach, and there was this seaweed that had this ombre effect from green to yellow,” Chloé recalled. “And as we started looking at fabrics, those colors from nature kept appearing, and they shaped the collection.”

While their previous seasons worked within blacks and whites, their fall/winter 2017 line took a leap with color (and even a floral print). As a young brand helmed by millennial designers, Beaufille exudes more “mature” than “youthful” in its aesthetic, but the expansion of color brought a newfound vibrancy to the label. What used to be ochre is now marigold, maroon now burgundy, and olive now chartreuse.

Though the brand is about masculine and feminine contradiction, the current collection is more romantic than their previous ones. The clothes seem to hang—float—ever so easily on the sloping bodies of the models.

“With corset stitching and tailoring, we did a lot of classic men’s pieces but then detailed them for a woman’s shape,” Chloé explained. The French inspiration is stronger than ever, with soft silhouettes, ruffled chiffon, flowing skirts that seem ideal for twirling in the French countryside (too far?)

The standout garments included all of the leather pieces, from the mid-calf skirt to the torso corset—an armor atop airy dresses. Other hardware included the jewelry—their biggest selection yet—which featured a speckled white stone called leopard agate this season. The earrings, cuffs, and statement rings that bore the marbleized stone harmonized the with the lightness of the clothing.

Ultimately, what Beaufille has mastered is the coveted I-just-throw-this-on-when-I-don’t-think-about-what-I’m-wearing aesthetic. With that down, the Gordon sisters have endless potential.

“We’re going to take it one season at a time and stay true to our brand image,” Parris said. “But we totally want to be a full-circle brand with menswear, bags, shoes in the future.”Read more at:bridesmaid dresses

 

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