Barbara Borghini, founding father of GIABORGHINI, Picture Credit score: Alessio Boccini
Whether or not you’ve noticed Gia Borghini’s beautiful silhouettes on celebrities like Hailey Bieber, Ashley Graham or Gabrielle Union-Wade, the world’s prime influencers, or on the pages of on-line stockists like Farfetch and the cabinets of style purveyors Kith, the Italian-based footwear model has created its personal class of elevated footwear and purses — and makes a strong case for swapping out sneakers.
It’s no coincidence that the style model with a celeb following, Gia Borghini, hails from Italy: its founder — or architect, which is extremely becoming — Barbara Borghini, was at all times surrounded by magnificence, high fashion style (many legacy manufacturers are Italian), the significance of top of the range building, and a robust sense of instinct.
“I’m a real Italian, so I let my feelings and intuition information me greater than logic,” Borghini shares. “It’s most likely not an accurate factor to say for somebody who runs a enterprise, however I’m very sincere about it. I feel ladies are naturally extra instinctive, and this may be our largest power and what permits us to do and juggle so many issues in life.”
Launched in 2016, Gia Borghini shortly catapulted to “It” standing when Danish influencer and stylist Pernille Teisbaek created a collaboration with the model.
Gia Borghini is called after Borghini’s daughter, Ginevra, who Barbara says is “a strong supply of inspiration.” With feminine empowerment being one of many most important pillars of the model, it’s serendipitous that it arrived on the scene in 2016.
Gia Borghini stands for the standard of timeless items, whether or not flats (at all times with a particular twist that has grow to be a signature trait of Gia Borghini), boots or heels — the model helps native Italian artisans, as a result of it believes within the energy and wonder of expertise. The model extra lately added carryalls and eyewear to its product assortment.
Gia Borghini is understood for its curated collections with celebrities like Rosie Huntington-Whiteley, whose limited-release collab was adopted by a highly-anticipated drop with Pernille Teisbaek. The launch with Teisbaek was so profitable, it led to the stylist’s appointment as Inventive Marketing consultant in Spring 2021.
With a extremely engaged neighborhood of 200K Instagram followers, distribution in over 500 on-line and bodily stockists, and an viewers of style lovers ready on Gia Borghini’s latest collections, Borghini’s intuition is clearly on-point.
Uncover how the ability of instinct and the fitting influencer collaborations performed a job in Gia Borghini’s meteoric rise within the style panorama.
Karin Eldor: What was the spark or breakthrough that led you to launch Gia Borghini?
Barbara Borghini: After a few years of being a stay-at-home mum and absolutely specializing in my household, I used to be on the lookout for a brand new expertise and exploring my deep ardour for footwear. I additionally shortly realized that having entry at my fingertips to one of the best artisans in Florence had an enormous potential.
Eldor: How did you determine the chance or whitespace out there? It’s particularly fascinating since you’re from Europe – particularly Italy – the place you had been surrounded by the legacy manufacturers of high fashion. I really like that you simply recognized an area on your model, which nonetheless leans on beautiful building and silhouettes, and top quality craftsmanship.
Borghini: Loads of footwear companies at the moment — in 2016 — had been constructed by males and run from their perspective. I wished to disrupt that narrative. Nearly 90% of my staff are ladies. By way of design and craftsmanship, driving round, assembly and speaking to native artisans and style entrepreneurs helped form the concept for the model that you simply see at the moment. I additionally assume it’s crucial to remain curious and to by no means cease exchanging concepts, studying, listening, and constructing a robust staff of pros primarily based in numerous components of the world, who can carry totally different views to the desk.
GIA/RHW drop 3 assortment, Picture Credit score: Courtesy of Gia Borghini
Eldor: In fact, Gia Borghini’s success is attributed to elevated, on-point, subtle silhouettes and designs, and top quality craftsmanship. How did you make sure the world understood this messaging, as a worldwide footwear model?
Borghini: I attempt to talk via our content material and our social media. By way of the totally different voices that assist the model and our clients. We actually attempt to produce trendy, snug and elevated footwear with sturdy communication and at all times considerate customer support. I additionally assume seeing influential ladies like Hailey Bieber, Kendall Jenner and Ashley Graham sporting our footwear repeatedly is a real testomony to the consolation and high quality we provide.
Picture Credit score: Courtesy of Gia Borghini
Eldor: Gia Borghini has leveraged the ability of *the fitting* collaborations, with star energy like Pernille Teisbaek, Chiara Ferragni and Rosie Huntington-Whiteley. Are you able to share a bit extra about what led to those three collaborations?
Borghini: I approached every certainly one of these ladies just because I may acknowledge myself of their model — I may see many similarities however interpreted in numerous methods. We appeared to share many related pursuits and values throughout inside, artwork, style, and household. I additionally like to construct sturdy and long-lasting relationships. I need to construct a Gia Borghini household, greater than only a staff! Pernille is now a Inventive Marketing consultant, Chiara continues to put on our footwear and assist the model, Rosie has a brand new undertaking arising with us after collaborating on 4 collections, and there’s a lot extra to return…
Eldor: What recommendation do you will have for different style manufacturers, seeking to give attention to collaborations?
Borghini: Comply with your intuition. Select a collaborator since you are personally and really feel they’ll carry a distinct viewpoint to your model, whereas sharing the identical values. Generally collaborating and not using a technique, solely primarily based in your intuition, is one of the best technique. To me that’s a real genuine partnership. The patron sees via all the pieces as of late, so it’s crucial to be genuine and real, and the remaining will comply with.
Eldor: You’ve additionally aligned with top-tier influencers. Are you able to share your ideas on the position influencers have performed in your model’s success?
Borghini: The influencers and associates of the home imply a lot to me personally and are the important thing ingredient to the success of the model. I really feel like they’re all a part of the household. We attempt as a lot as attainable to proceed working with the expertise who has at all times supported us from day one.
Eldor: I really like that you simply studied advertising and marketing and communications early on – how do you apply this talent set to your present position as a founder? I’m certain that figuring out the artwork of storytelling is so important to your success as a model founder and entrepreneur!
Borghini: I strongly consider that communication is essential. The market is extremely aggressive, so that you want a robust, clear and loud voice to outlive and be acknowledged at a global stage.
Eldor: Do you will have any recommendation for different ladies who wish to launch a style model? It may be such an intimidating transfer.
Borghini: It is vitally intimidating however if you happen to consider in it and really feel you will have a robust message to ship, it’s best to positively go for it — however be ready to work very laborious and in addition sacrifice some issues.
Eldor: Constructing a worldwide style model isn’t at all times a straightforward feat, however we develop stronger from these challenges alongside the way in which! Are you able to share a second that was difficult or a mistake that you simply efficiently overcame and realized from?
Borghini: Day by day there’s a new problem and I additionally typically make errors. However what works for me is to take a step again, regroup with my staff and strategize on how one can greatest transfer ahead. I want a ‘trial and error’ strategy relatively than having a purpose and never going after it in any respect.
