How Italian-Based Gia Borghini Became A Global Brand

No matter whether you’ve noticed Gia Borghini’s exquisite silhouettes on famous people like Hailey Bieber, Ashley Graham or Gabrielle Union-Wade, the world’s top influencers, or on the internet pages of on line stockists like Farfetch and the cabinets of manner purveyors Kith, the Italian-primarily based footwear brand name has developed its personal category of elevated footwear and handbags — and would make a strong circumstance for swapping out sneakers.

It’s no coincidence that the vogue manufacturer with a celebrity subsequent, Gia Borghini, hails from Italy: its founder — or architect, which is remarkably fitting — Barbara Borghini, was normally surrounded by elegance, haute couture vogue (lots of legacy makes are Italian), the relevance of substantial top quality development, and a robust perception of instinct.

“I am a genuine Italian, so I enable my feelings and instinct tutorial me far more than logic,” Borghini shares. “It’s in all probability not a right point to say for somebody who operates a enterprise, but I am quite genuine about it. I assume girls are naturally extra instinctive, and this can be our major energy and what allows us to do and juggle so several matters in existence.”

Launched in 2016, Gia Borghini rapidly catapulted to “It” standing when Danish influencer and stylist Pernille Teisbaek produced a collaboration with the manufacturer.

Gia Borghini is named right after Borghini’s daughter, Ginevra, who Barbara suggests is “a impressive source of inspiration.” With woman empowerment getting a single of the primary pillars of the model, it is serendipitous that it arrived on the scene in 2016.

Gia Borghini stands for the top quality of timeless parts, regardless of whether flats (always with a unique twist that has develop into a signature trait of Gia Borghini), boots or heels — the manufacturer supports community Italian artisans, simply because it thinks in the electric power and natural beauty of craftsmanship. The model much more not long ago added carryalls and eyewear to its item assortment.

Gia Borghini is regarded for its curated collections with celebrities like Rosie Huntington-Whiteley, whose confined-release collab was followed by a very-anticipated fall with Pernille Teisbaek. The start with Teisbaek was so profitable, it led to the stylist’s appointment as Artistic Consultant in Spring 2021.

With a hugely engaged neighborhood of 200K Instagram followers, distribution in more than 500 on-line and actual physical stockists, and an audience of trend enthusiasts waiting around on Gia Borghini’s most recent collections, Borghini’s intuition is plainly on-level.

Find out how the electrical power of instinct and the proper influencer collaborations played a function in Gia Borghini’s meteoric rise in the trend landscape.

Karin Eldor: What was the spark or breakthrough that led you to launch Gia Borghini?

Barbara Borghini: Right after several many years of getting a keep-at-home mum and completely focusing on my family, I was wanting for a new experience and checking out my deep passion for sneakers. I also quickly recognized that acquiring accessibility at my fingertips to the ideal artisans in Florence experienced a large potential.

Eldor: How did you establish the option or whitespace in the marketplace? It is in particular interesting due to the fact you are from Europe – exclusively Italy – in which you have been surrounded by the legacy manufacturers of haute couture. I like that you discovered a place for your brand, which continue to leans on beautiful building and silhouettes, and large top quality craftsmanship.

Borghini: A lot of footwear enterprises at that time — in 2016 — ended up developed by males and operate from their point of view. I needed to disrupt that narrative. Pretty much 90% of my workforce are girls. In phrases of layout and craftsmanship, driving all around, assembly and talking to neighborhood artisans and manner business people assisted form the thought for the model that you see now. I also assume it’s extremely essential to keep curious and to hardly ever stop exchanging ideas, finding out, listening, and making a sturdy staff of experts primarily based in distinctive components of the earth, who can carry unique views to the table.

Eldor: Of program, Gia Borghini’s success is attributed to elevated, on-issue, advanced silhouettes and layouts, and large good quality craftsmanship. How did you ensure the planet recognized this messaging, as a international footwear brand name?

Borghini: I try to communicate through our content material and our social media. By the different voices that assistance the model and our consumers. We really consider to create modern, comfortable and elevated shoes with powerful communication and usually thoughtful purchaser provider. I also believe seeing influential women like Hailey Bieber, Kendall Jenner and Ashley Graham sporting our footwear yet again and all over again is a real testament to the comfort and high-quality we offer.

Eldor: Gia Borghini has leveraged the energy of *the right* collaborations, with star ability like Pernille Teisbaek, Chiara Ferragni and Rosie Huntington-Whiteley. Can you share a bit more about what led to these 3 collaborations?

Borghini: I approached every single just one of these gals merely because I could understand myself in their design and style — I could see numerous similarities but interpreted in distinctive methods. We seemed to share several very similar interests and values across inside, art, style, and family. I also enjoy to construct powerful and very long-long lasting interactions. I want to construct a Gia Borghini family, additional than just a crew! Pernille is now a Innovative Consultant, Chiara carries on to use our sneakers and guidance the model, Rosie has a new task coming up with us just after collaborating on four collections, and there is so much additional to come…

Eldor: What suggestions do you have for other manner brands, wanting to emphasis on collaborations?

Borghini: Stick to your intuition. Select a collaborator simply because you are personally interested and feel they can carry a different stage of watch to your manufacturer, although sharing the exact same values. Sometimes collaborating without a method, exclusively based on your intuition, is the most effective strategy. To me which is a genuine authentic partnership. The shopper sees as a result of everything these days, so it is really crucial to be authentic and authentic, and the relaxation will stick to.

Eldor: You have also aligned with prime-tier influencers. Can you share your views on the role influencers have played in your brand’s achievement?

Borghini: The influencers and good friends of the house indicate so much to me individually and are the crucial ingredient to the achievement of the brand name. I experience like they are all part of the relatives. We try as much as achievable to carry on working with the talent who has generally supported us from working day one particular.

Eldor: I appreciate that you researched advertising and marketing and communications early on – how do you use this ability set to your existing job as a founder? I’m certain that realizing the artwork of storytelling is so important to your accomplishment as a manufacturer founder and entrepreneur!

Borghini: I strongly believe that that communication is critical. The marketplace is very aggressive, so you need to have a sturdy, obvious and loud voice to survive and be recognized at an global degree.

Eldor: Do you have any information for other girls who are hunting to start a trend brand? It can be such an overwhelming transfer.

Borghini: It is incredibly scary but if you believe in it and feel you have a sturdy message to produce, you should definitely go for it — but be prepared to work really hard and also sacrifice some points.

Eldor: Setting up a international fashion brand is not normally an uncomplicated feat, but we develop more robust from these challenges alongside the way! Can you share a second that was tough or a error that you successfully overcame and discovered from?

Borghini: Each individual day there is a new challenge and I also typically make mistakes. But what performs for me is to just take a phase again, regroup with my crew and strategize on how to very best transfer ahead. I prefer a ‘trial and error’ technique somewhat than possessing a objective and not going right after it at all.