A favourite fashion brand: Paris Georgia
New Zealand brand Paris Georgia has won a cult following, in recent years due to the brand’s focus on sculpted silhouettes and subtle design. Centred around timeless fashion, outside of seasonal trends, Paris Georgia have created iconic styles that are still minimalistic. Their designs highlight the balance between simplicity and individuality, using splashes of colour within their designs but also constructing iconic and timeless silhouettes. Since launching in 2015, the duo has adopted an underlying ethos of ‘less is more’ and aim to encourage the brand’s customers in the same direction, regarding their shopping habits.
The brand celebrates empowering the modern woman. Luxurious fabrics and high-quality construction empower the customers who wear their clothes. The form fitting styles both flatter and accentuate the female form. Shying away from prints they focus on structural design and minimalism, allowing for splashes of colour to add individuality. The brand’s hashtag ‘#ParisGeorgiaMuse’, invites women to post themselves wearing Paris Georgia and connect/create a like-minded community of women on social media. On their website, the brand has selected a variety of women who are the brand’s muses as they embody the values and culture of the brand. This provides a platform to showcase powerful and successful women that embody the ethos and image of the brand, whilst highlighting the women’s successes and how they are changing and shaping our world.
Although the brand does have its downfalls regarding sustainability practices, they do acknowledge and are working towards the goal of becoming a more sustainable brand. Acknowledging and being transparent to customers makes them seem more genuine about making a difference as they have acknowledged their own downfalls and where improvements need to be made regarding their sustainable practices. Paris Georgia have actively taken steps towards becoming more sustainable by using deadstock materials and manufacturing locally to reduce their carbon footprint. As designers they are thinking forward and aim to create collections that last beyond a season. This thinking is a step forward in creating a circular economy within their brand.
The brands founders, Paris Mitchell and Georgia Cherrie, are incredibly aware of their impact and the impact of the fashion industry and so they are determined to not succumb to trend driven consumerism. Sticking to their brand’s identity and not following the latest trend or make in excess amount of clothes to fulfil consumers’ want for the new, they are able to create timeless and unique pieces. This focus on quality over quantity is a key reason why it is one of my favourite brands as it highlights the brands regard for the environment whilst also providing their customers with high quality products.
During the start of the pandemic, I was first made aware of this brand and quickly became my favourite brand for their focus on a minimalistic design, the brand values and that they acknowledge the impact of the fashion industry and the steps that they are taking to reduce their impact.