Jun 10, 2019 | By Nina Giglio
Jul 13, 2016
By WGSN Insider
Fashion and the social media age. This 3-part series looks at the key designers successfully embracing new mediums as part of their creative process.
Today for part 2 of the series, our WGSN contributor Liza Darwin meets Parris & Chloe Gordon, the designers behind womenswear label: Beaufille.
The French term “beaufille” translates to “handsome girl,” and this juxtaposition of androgyny and girlishness is at the heart of the eponymous fashion label. Founded by Canadian sisters Parris Gordon and Chloé Gordon in 2013, this womenswear and accessories label is a study in contrasts. These siblings (who’ve picked up a couple of coveted CFDA Awards on their rise to the top) love mixing hard and soft elements of clothes: touches like silver ring cutouts, cropped flare pants or ’70s bohemia with a modern twist. The designers’ Instagram account contains a mash-up of stylised lookbook photos alongside celebrities wearing the brand, press snippets and detail shots to better showcase jewellery like 14K yellow gold rings.
The Gordon sisters credit Instagram for helping them to communicate the brand’s distinct vision to a wider audience. Although they admit they didn’t think too much about visuals in the beginning, they now find themselves taking social media’s effect into everything—including runway shows. “We think it’s important to have a strong visual message in this business; it’s how you draw people in and sell,” they explain. “We definitely were focused on Instagram and cropping in our first NYFW presentation last February, when we were considering what people’s photos would be and how to stagger the models for a good social media image.”
Instagram doesn’t only influence the Beaufille runway shows: it provides general visual and mood inspiration, as well. The designers say they follow curated pages that boast a “strong visual identity,” but they also utilise the platform to connect directly with both business contacts and fans.
“We have been discovering so many photographers, stylists, artists on Instagram; we also connect with buyers and press this way, which has been really positive for our business,” they say. “Social media also connects you to your customer and audience so much more directly than ever before—since customers are the people dictating the growth of your business, it’s so crucial to have this close connection.”
The Beaufille Instagram account explained:
This was a shot from our FW16 presentation during NYFW with Made. This was a big career highlight and something we had been working toward for a few seasons so it was important for us to share that with our audience—and also, to reveal the new collection. You can see the effect of strategic staging to produce a good social media snapshot of the event.
Just dropped off a bunch of new fine jewelry styles to @jonathanolivia !! Shop these SS16 Ringlet earrings in sterling silver & 14K yellow gold & much more in store now 💥💥💥 These earrings are also available at @roseark & @6bygeebeauty // #beaufille #holidaygiftideas #finejewelry #bffj #lookbook #earring #triplehoop #ringletearring #youonlyneedonepiercing #jonathanandolivia A photo posted by Beaufille (@beaufillefashion) on
This was a shot from our SS16 lookbook shoot, shot by Sarah Blais and styled by Monika Tatalovic. We wanted to share this image alongside the news of our SS16 jewellery hitting two new stores—specifically the items featured in the picture. We like sharing behind-the-scenes pictures and outtakes so that our followers get to see images that aren’t published or circulating heavily. These ear cuffs and earrings have sold really well since 😉
Yasmin is a stunning muse to many designers, so we are very lucky to have her as an early supporter of the brand. She borrowed a bunch of garments for Milan and Paris Fashion Week and she was spotted wearing several pieces. Images like these help solidify Beaufille reaching a broad and international audience. They also help retailers and press take notice of the brand.
@selenagomez in SS16 in her video ‘Hands To Myself’ performed with the @victoriassecret Angels 🙏🙏🙏🙏❤️❤️❤️❤️✨✨✨✨✨ Check out the full video on the #victoriassecret website! Thank you @kystyle & @chrisclassen 😘😘 #beaufille #readytowear #pinchme #slipdress #selenagomez #victoriassecretshow #gif #ss16 #performance // GIF c/o @sarahelisabethblais A video posted by Beaufille (@beaufillefashion) on
Video and Boomerang are such fun elements of Instagram. Video worked out perfectly to debut Selena Gomez wearing a dress from our SS16 collection. The video element made the post more dynamic and engaging. It really helped capture the lighthearted, playful mood from this project.
This profile is the second part of a three-part article series examining the impact of social media on the fashion world. Be sure to read yesterday’s profile on NY brand Area to see how other key designers are embracing social media in their own innovative and inspiring way. Look out for part 3 coming tomorrow….
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.