Simonett is a Miami-based sign to watch
Following the swim-week debut in Paraiso and commercialization, the founder and designer doubles their local roots and community.Simonetti's presentation at Paraiso Miami Swim Week. Photo: Paraiso Miami Beach courtesy
Simonetti's Miami Swim Week debut with Paraiso was one of the quietest and most peaceful presentations for the showgirls this weekend. (After all, we were in Miami Beach.) The brand, located in the lobby of the newly opened Lennox Hotel, presented a mix of white signature pieces - from the currently available Spring 2019 and upcoming Fall 2019 collections. While the overall vibration was refreshingly calm with artificial flower arrangements, it was a crisp white background, but preparing for its silent display was a different story.
"All the programs were moving indoors because it's too hot and no one would want to be outside," recalls Simonett Pereira, founder and creative director of his (current) name brand. (More on that later.) "So we basically made changes to all of our law. I had to run and get a curtain at my dealership at the last minute. Remember we loaded up at 10pm. I stayed up all night and tried to figure it out. great fight. "
Fortunately, Pereira is no stranger to changing things for the sake of his business. After leading for five years, formerly known as Style Mafia, he introduced Simonett's Spring 2019 Spring Collection in January, celebrating the brand's new era.
"We have grown up and I feel that our customers have grown with us. I no longer just want to make clothes. I want to improve people's lives, and we do it now," says Pereira. "Changing my name was also a way for me to introduce myself to what I've been working on for the past five years. I have to personalize it and put a face behind all of this. It was an opportunity for me to open it."Simonetti's presentation at Paraiso Miami Swim Week. Photo: Paraiso Miami Beach courtesy
Born in Venezuela and raised in the suburbs of Miami, Pereira used clothes as a way to communicate and express herself. By the end of high school, he started a blog called The Goodwill Project; every day throughout the year, he and his friends would go out for their local goodwill, pick their favorite tracks and design their appearance. (Finally, Goodwill took note of them and sponsored them.) A few years later, Poshmark turned to them, around the time the online market had recently launched, to arrange a Posh party in Miami. After opening an account in a reseller app to offer goodwill, he quickly got one and realized how much he loves to design and sell clothes.
Pereira studied at the Miami Institute of Art and Design, but left after two years because he already had such a large platform (and also income) through reselling. "It gave me a little push to feel competent enough to release something that was mine before I ever started designing," says Pereira. But only her mother, who has a background in designing accessories, approached her with a plan to create a brand. As a silent partner, he helped finance the business and merged Pereira with Chinese factories. "I have to thank him and we have been partners ever since," he says. & Nbsp;Simonetti's presentation at Paraiso Miami Swim Week. Photo: Paraiso Miami Beach courtesy
First, Style launched Mafia as a retail concept with a low minimum and showroom in Wynwood, which is still open today. Business launched in Miami as well as all retailers like Asos, Shopbop, Free People, Urban Outfitters and Galeries Lafayette, and Pereira launched new, stylish collections every month at affordable locations. "It was always one of the most amazing parts of the Style Mafia, but also one of the biggest challenges," he says. "It was too exhausting for me and I realized the collections were suffering. I didn't do the things I even wanted to wear."
Now, along with Simonett, Pereira is releasing seasonal collections. The slower pace has allowed him to focus more on quality fabric choices, stronger style choices and exclusivity. Simonetti's sun dress from the spring of 2019 has hit the brand and before the fall, Pereira made it to the top, retaining the style signature high neck, choked waist and large, fluffy sleeves.Simonetti sun dresses. Photo: Simonett
"I certainly feel as you grow into a brand, you focus on the things that are being distanced and you focus more on the pieces that make you feel comfortable," says Pereira. "Now we definitely have a more holistic vision, while still offering tons of variety. Also, when building a brand in general, we have realized that community and human touch are so important."
Although the brand is still supplied with select retailers, Pereira wants to operate most of its retail business directly to the consumer. In June, he opened the brand's first pop-up store in the Miami design area, filled with Simonetti's latest offerings and curating other brands such as Éliou jewelry and Disco Rojo handbags. Pereira has also used the new location to organize events alongside local businesses, such as the Calma Flower House and the upcoming ceramic lesson with the Moon. A mini-capsule of household goods will be launched soon.
Of course, Pereira says she would love to show up one day at New York Fashion Week, especially after the presentation is already under her belt. But don't expect him to move from Miami soon. In fact, more than ever, he has focused on Simonett and the community around him. & Nbsp;
"Miami is emerging, but it will make it a lot more raw, and it will give young, creative entrepreneurs an opportunity to simply develop their own niche here. We are literally building what the city is going to be and being a part of," says Pereira. "People always ask me, 'Why aren't you in New York?' "And I refuse. I love living here. It's refreshing and beautiful and it loads the feeling of being in such a place."Check out some of Simonett's Fall 2019 collection in the gallery below.
Disclosure: Paraiso paid for my travel and accommodation to attend and cover the event.
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