Brand history: Gabriela Hearst, i.e. from Ranch to the Great Fashion World

A random meeting in a tech-brain elevator changed the life of Gabriela Hearst and took her brand to the top. Does not attach importance to trends, creates ultra -luxurious and timeless fashion. What can we learn from her?

From the ranch to the fashion capital

Gabriela Hearst (née Perezutti) was born and raised in Uruguay. Surrounded by nature, away from the big city and the attractions related to it, she devoted time mainly to horse riding and … design. Living in the ranch, she never thought that the latter would become her way of life. Immediately after studying Gabriel, she went to New York to experience "urban life". Quite accidentally went to … the fashion industry. She tried her hand as a model, she worked in showroom, and in 2004. She opened her first Candela brand.

Candela, founded only thanks to Gabriela's savings, began to be recognizable with the passage of time. The initial collection of simple t-shirts has been supplemented with a full wardrobe "for a modern woman". Despite the better and better financial results, Gabriela knew that Candela's 10 years of existence is everything she could achieve with the brand. So the time has come for new challenges.

The heir enters the world of luxury

After the death of his father in 2011. Gabriela inherited the ranch in Uruguay and … a considerable headache. She undertook to care for family assets Merino breeding. More similar to brands fast fashion – both in terms of price and offered raw materials, Candela did not stop quality premium, which were characterized by certified materials arising on the ranch. The feeling that Gabriela had fashion was too strong to give it up so easily. On the other hand, the promise about the care of her family property, she could not break. This is how the idea for a new brand was born – an ultra -sexual, balanced and timeless.


Fashion away from trends

The concept of the brand, named after the designer and surname of her husband (the offspring of one of the richest families in the United States) was simple. Gabriela adheres to the wardrobe principle “ away from trends ”. The coat you buy today is to serve for many years and never grow old. This is what he wants to sell under the label "Gabriela Hearst".


In an interview with designer admitted:

Gabriela Hearst meets all my dreams and a passion for quality, materials and design that overcome the test of time.

The object of desire

Hearst started with simple, timeless cuts, mainly with wool, to expand the collection as time passed – with handbags, jewelry and shoes. The world heard about the ultra -luxurious brand not more than thanks to clothes. Architectural, unprecedented shapes of bags, the best raw materials (from the skin to the crocodile skin), as well as careful workmanship made me fashionista crazy about Gabriela Hearst's projects. A designer … also had no small contribution to this

iconic models of Gabriel Hearst handbags, source:

Not for everyone

A random meeting in the elevator with the main designer of Apple – Johnnatan Ivem resulted in shopping for his wife and a new group of clients. About the handbags – "namesake" of music stars ("Diana", "Ross", "Joni", "Mitchell", the exception is the "Demi" favorite of Demi Moore and "Vevers ” named after a friend of the designer, Stuart Vevers) was done Also loud for another reason. Their limited availability. For a long time, handbags with Gabriel Hearst's label could not be bought stationary. They were sold only through authorized platforms such as NET-A-Porter in strictly designated and limited terms. Since the brand has its own boutique at the Carlyle Hotel in New York, getting a purse may not be so difficult, but it is still a challenge.

Handbag “ Patsy ”, Source:

According to Gabriela, who educates clients, instilling in them that quality counts, not quantity, limited availability of products is one of the principles that a balanced brand should be guided by. For those who failed to get a product with Gabriel Hearst's tag, waiting lists are created, and the brand knows what order it should place. These are not the only assumptions that it works brand.

Balance above all

To limit the harmful impact of production on the natural environment, Gabriela Hearst gave up suturing the test designs. What he comes up with goes into production, and from there directly to the store. As he admits, it is possible thanks to the trust that the brand and buyers have. Does not use polyester and never produces materials to order. During a conversation with Jo Ellison, the editor of "The Financial Times", as part of the Event 5 Carlos Place, Gabriela Hearst admitted that she uses materials … rejected by other designers. The designer also gave up the use of mannequins and exaggerated decorations for store exhibitions. Since April last year, all purchases have been packed in TIPA bags that are decayed in just 180 days.

Only for the chosen ones?

As he admits, before creating her own brand, Hearst wore mainly Celine clothes designed by Philo. Today, the wardrobe Gabriela Hearst is only her own projects. And it's hardly surprising, she finally creates for women like her. Businesswomen that does not necessarily live in fashion, but take care of their image. They have their own style they hold on, and the problem with the selection of styling is the last, which they want to struggle every morning.


Top -shelf fashion

Queen Noor from Jordan, Dr. Jill Biden, activist Cecile Richards, as well as Princess Sussex.

The cream itself? Yes. Anyway, it's hard to be different. Gabriela Hearst is an ultra -large brand, and prices are dizzy. Simple dress made of pouring material – minimum $ 1,000. One of the iconic "Nina" bags (named after Nina Simone). Here the price ranges from two thousand dollars for the "poorest" version up to 22,000 (!) for a crocodile skin model. Golden necklace – chain. To become its owner, you need to spend "only" 35,000 dollars. It's good that for Window Shopping You don't have to pay ..

Hearst projects are available in the best department stores (Bergdorf Goodman, Le Bon Marche), Internet platforms (Net-A-Porter, Matches Fashion) and your own brand boutique in New York. After three years of carefully planned increase, the annual income of the brand exceeded $ 18 million. This is certainly influenced by the widely promoted "special projects" – The latest capsule collection for Matches Fashion or a collection created in cooperation with Bergdorf Goodman.

Designer appreciated …

Woolen suits, cashmere dresses, turtlenecks and skirts. Plus golden chains and rings planted with precious stones, small works of art in the form of bags, stylish shoes with decorative heels.

Although the brand has only been on the market for three years, the vision of Gabriela Hearst has been appreciated in the international arena. In 2017, she received the prestigious Woolmark Prize award in the category "Womenswear ", and a year later the Pratt Institute award for a fashion visionary. The brand was also twice – year after year – nominated for CFDA awards. Interestingly, the first nomination in the category "Emerging talent" Already a year later she exchanged for nomination in the main category "Womenswear Designer of the Year".

Brand presentation during the final of the Woolmark Prize competition, source: Vogue.What.UK

… and engaged

Although he directs his brand mainly to customers with a very wealthy wallet, or maybe that's why Gabriela Hearst decided to combine pleasant with useful. Earning, he wants to help those in need. Last year, she raised over $ 600,000 to organize Save The Children by organizing flash room bags on the Net-A-Porter platform. Income from the campaign was supported by children suffering from drought in the Turkana region in Kenya. The designer also cooperates with Manos Del Uruguay, engaging in the projects of artists from the rural areas of Uruguay. In addition to charity, through his projects, Gabriela Hearst also speaks in public debate. The already famous sweater with the image of a bull inscribed in the image of women's reproductive organs, it is an expression of support for the Women’s March movement. Sweet sales income support the Planned Parenthood account, which deals with sex education.

Project supporting Planned Parenthood, source: