LONDON — After many a sell-out collaboration, all-star style influencer Pernille Teisbaek is taking up a full-time position on the Florentine shoe label Gia Borghini — which she has helped placed on the worldwide map within the final two years.
Since early 2020, Teisbaek has labored on 4 shoe collections in partnership with Gia Borghini — beforehand often known as Gia Couture — lending her eye to the label and creating a number of large hits that took each social media and store flooring by storm.
Now Teisbaek, alongside the label’s founder Barbara Borghini, will map out “the new Gia,” with Teisbaek having a a lot greater involvement throughout design and branding.
“The new Gia will be something that had many of my creative suggestions. It will be design, but also the visual identity, campaigns, content — everything that you see. There’s so much potential,” mentioned Teisbaek, on a Zoom name from her dwelling in Copenhagen.
Known for her laid-back type and Scandinavian aptitude, Teisbaek has constructed an viewers of greater than 1 million Instagram followers, helped put Copenhagen Fashion Week on the map and labored with many luxurious names, from Louis Vuitton to Mytheresa and By Malene Birger.
For Borghini, taking the partnership to the following stage appeared like a no brainer given the success and worldwide aptitude Teisbaek dropped at the model via their collaborations — gross sales have been mentioned to double from 2019 to 2020, when the collaboration with the influencer launched and plenty of worldwide stockists got here on board like Browns and Fwrd.
“Pernille was able to bring her personality and taste to the brand — something that might have been missing. What she delivered brought more security, strength and a bigger international flair to the brand,” mentioned Borghini, who has at all times been a agency believer in partnership and exchanging concepts with different girls.
“I love women who work, who have children, who are dynamic. It’s about taking all that into my work and not only being stuck on my own ideas. At the beginning, I decided to try out the collaboration format, but I really just saw it as a conversation with another woman I was inspired by, I followed and whose style I admired,” Borghini mentioned. “It almost started as a game, there was no business plan or expectation.”
Other collaborators have included Chiara Ferragni; Alex Eagle, who’s behind London’s trendy boutique The Store, and extra not too long ago Rosie Huntington-Whiteley.
Teisbaek’s collaborations labored significantly effectively with kinds like rugged-sole knee boots, padded leather-based sandals and Birkenstock-style flats within the influencer’s signature muted colour palette changing into prompt hits.
Part of the success was the overwhelming help on social media from Teisbaek’s personal artistic group, the up to date worth level of the sneakers, in addition to Teisbaek’s deal with creating items which can be a “natural extension of your wardrobe” and will be styled in myriads of the way — that means the collections have been greater than only one hit wonders and will maintain curiosity far past the preliminary Instagram buzz.
“I think that was the surprise part for some, that this kept being something that people really wanted to invest in,” Teisbaek added.
Spring 2022 would be the first mainline assortment Teisbaek will probably be absolutely concerned in as artistic advisor. This will naturally shift the model’s focus towards the mainline collections relatively than its collaborations, therefore the revealing of a full rebrand on the identical time.
“Now that we’ve created this new role, we want to give Gia a bigger voice and more space. Naturally in the past year, the focus was slightly more on collaborations. We don’t want this to be just a brand of collaborations, but we will continue doing them because it’s so enjoyable to have different women involved in the brand and to build a community,” Borghini mentioned.
Her option to deliver extra artistic views into her model, through collaborations or this new consultancy position she has provided Teisbaek, displays a extra up to date strategy to design that embraces a collective angle versus placing the highlight on a single particular person.
It’s additionally an indication of the long-term worth digital expertise can deliver to a model that stretches far past posting an image of its merchandise, to design, artistic course and branding.
“I feel that with all my previous experiences, I have so much to contribute. I worked with so many international brands and always tried to push the boundaries in my partnerships. That’s the mindset I want to hold onto when developing Gia as a brand,” Teisbaek mentioned.