3 Cool Brands To Know
Gaâla
The Story
Founded by husband-and-wife duo Kelly de Gaâlon and Alexander Zhalezka, Gaâla started with de Gaâlon creating her own clothes, after struggling to find the high-quality yet reasonably-priced pieces in the vintage silhouettes she wanted. Spurred on by positive feedback from friends and family, the couple launched their brand with a team of Belarusian artisans to create classic and sustainably crafted pieces for both professional and casual wear.
The Style
Blending a classic French aesthetic with Belarusian craftmanship, Gaâla’s offering comprises easy day dresses, refined tailoring and elegant outerwear, each with a heritage feel. “Our vintage-inspired Estelle and Esther dresses have been bestsellers from day one to the present,” says co-founder Kelly. “They have become signature Gaâla pieces that are loved by our community, which we hope become treasured keepsakes.”
What’s Different?
Sustainability is at the heart of Gaâla’s production – each piece is designed to transcend the seasons, without the need to be replaced. Fabrics are also sourced from leftover materials taken from Italian fashion houses and procured deadstock linen in Belarus, so the brand can minimise its carbon footprint. “We believe purchasing a sustainably made piece of clothing is respectful to both the environment and the artisans who make it,” explains Kelly.
What’s Next?
Gaâla’s goal is to continue creating timeless pieces in a slow, sustainable manner, although expectant mums should keep an eye out for the forthcoming pregnancy capsule collection…
Visit Gaala.com
MY812
The Story
Founded in Russia in 2015, MY812 (whose name reflects the phone code of St Petersburg) began as a collection of just five dresses handmade by its founder Albina Zueva Now a fully-fledged ready-to-wear offering, Zueva cites St Petersburg as a major influence in her designs: “The city is reminiscent of a fairy tale – the imperial palaces are draped in a pink and blue colour palette and provoke a sense of wonder and mystery,” she says. “We have an unwavering commitment to this romantic framework, which is why our aesthetic is a balance of delicacy, subtlety and transient memories.”
The Style
Mixing billowy dresses with polished tailoring, MY812’s collections straddle ethereal and wearable. “MY812 clothes are perfect for day-to-day life,” says Zueva. “Each collection builds on our expression of modern femininity and combines volume with soft, relaxed shapes.” Think layers of tulle, airy cotton and delicately sewn silks with exaggerated details. Zueva also cites the intricate Silk Top with Voluminous Sleeves as one of the brand’s bestsellers: “This top is made without any joining seams, so each individual piece of it has been attached by hand.”
What’s Different?
The handmade nature and attention to detail is what really sets MY812 apart. “Our pieces aren’t merely a product, but the result of the hands and thoughts of every single one of our team,” explains Zueva. “We’re talking dresses sewn manually from dozens of silk petals, which takes weeks of work in our studio in St. Petersburg. For example, our beige blazer is created from 16 metres of silk, which is then torn by hand into thin strips and woven into a new canvas on a loom for three days.”
What’s Next?
Set to launch this summer, MY812’s next venture is a wedding capsule range. With such a feminine, ethereal approach to design, we’re excited to see what the brand has in store for future brides.
Visit My812.ru
The Label Edition
The Story
The Label Edition was founded by Veronique Vaillant von Siebenthal and Laura Johansson – a duo who met in the luxury fashion industry after collaborating on brand projects. Motivated by a unified interest in well-crafted clothes, and championing under-the-radar brands and slow fashion, the pair launched The Label Edition – an online destination for unique capsule collections all released in limited runs.
The Style
Founder Veronique explains she and Laura wanted to create pieces that were not only versatile, but also playful. “We had both interacted with and were inspired by women with unique style,” she explains. “Therefore, we wanted to contribute to their expression of character through our garments.” As a result, The Label Edition’s collections feature plenty of maximal details like ruffles, ditsy prints and exaggerated silhouettes, while Veronique says the blouses are their top seller: “Our shirts always do so well. The EZRA in particular is a piece we replicate in different fabrics throughout the year. Our matching sets are also a signature of the brand – complete with blossoming flower prints and vivid colours, they embody our comfortable and effortless spirit.”
What’s Different?
Like many emerging brands, sustainability is a major consideration for The Label Edition but unlike others, Veronique and Laura’s commitment to responsible production spills over into every aspect of the business. “Since the brand was born, we knew we would never follow the conventional fashion calendar. Instead, we produce capsules and limited edition runs which make both the creative process more fluid and the garments more unique,” says Veronique. “Furthermore, we're constantly exploring environmentally conscious fabrics such as organic cotton, recycled fibres and dead-stock. This blends into our vision of slow fashion, where creativity doesn’t come at the expense of our planet.”
What’s Next?
Veronique hopes that post-pandemic, the brand can start to explore ways of bringing it to life in the offline world. “We’re hoping to present the brand physically through international events and partnerships – we have several projects in the pipeline and 2022 will be a big year for us. For now, however, you’ll have to wait and see.”
Visit TheLabelEdition.com
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