Tuesday, 3 May 2011

Interview Gail Sorronda - Part 2

Part 1 of my interview with Gail covered her background and designs. In Part 2, Gail focuses more on the business side of her label.

5. In 2007, as one of the Designers for Target you produced a range of clothes and accessories. There has been a trend with collaborations between designers and stores (e.g. H&M and Lanvin, Target and Stella MacCartney). How do you think these collaborations can help and sometimes hinder a brand?
Collaborations with the high-street very much depends on where you are in your career. For me Target was a great opportunity to develop my skills and to design with a different customer in mind. From a brand perspective it can be risky; it’s great for brand recognition and to open your label up to a different market, just as long as it doesn’t cheapen your main line.

6. Do you think the rise in online retailing has affected your designs? (i.e. are you less likely to produce seasonal pieces given they can be purchased by anyone around the world at anytime?)
I’m looking to develop trans-seasonal collections but more for production reasons and I like the idea of offering the same collection to stores internationally at the same time.

7. You have said you use social media to arouse curiosity for your label, rather than using it as a promotional tool? Do you think it’s more important to use social media for marketing in the current climate given the rise in e-commerce?
Our blog is still primarily used to arouse curiosity. Our Facebook more so for promotion and to keep our friends updated. Social media is great but for a niche label like ours you don’t want to be over-bearing with promotion. Sometimes I think “what would Margiela do?” I can’t imagine Margiela sitting on Twitter all day.

8. What do you love most about your job?
Doing what I love to do everyday.

Gail showed her new AW11 collection yesterday at RAFW. We wish her all the best for the future!

Here are some more of the beautiful designs from her new collection:

Ashes In The Snow Dress

Ashes In The Snow Skivy
Eclipse Pants

Deities Dress

Onyx Dress
Polar Desert Neckpiece

Reversal Dress

Reversal Jacket
Pattern Skirt

Somersault Dress

Images courtesy of www.gailsorronda.portableshops.com

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