Beaufille’s sister-duo Chloé and Parris Gordon are switching things up. After years of debuting collections twice a year on the pre-season calendar, the cofounders are now releasing four carefully curated collections a year.
“We’ve been running our own e-commerce now for about four years, and we really felt the lull between when you do two seasons a year — promoting the same collection to our audience for over six months became challenging. We started to understand ourselves why retailers want this constant newness and several drops,” Parris Gordon explained. “With running our own e-commerce, we really have the feedback of when our clients are buying the product, and what that [product is].”
Beyond evening dressing and their popular feminine stretch lace styles, which come in a lovely burgundy hue for resort, the strategic shift also allows the duo to “take a few risks that retailers wouldn’t take,” Chloé Gordon added, noting that their initial handbag launch and higher-priced styles have performed well on their e-commerce.
Taking this knowledge, Chloé Gordon said resort was all about offering more special, novelty styles and investment pieces designed for holiday dressing. For instance, a great selection of new leopard printed pony hair leather layers, including tailored jackets, miniskirts, jean-like pants and playfully chic handbags. The duo also started working with artisans in India to develop their new drapey silk cotton fringed layers that nicely played into their holiday mindset.
“I think people are dressing a little less formal, and we interpreted that into a lot of looks,” Chloé Gordon said of the collection’s new takes on masculine tailoring, such as a pale pink sharp yet sexy, plunging keyhole blouse with a one-button brown suit or an intriguing shirt dress designed around the “idea of a jacket tied around your waist, but it is functional,” she added.
For the brand’s latest jewelry, Parris Gordon said she was into designing earrings, rings and necklaces that felt easy to dress up and had a bit of a casual element to them, as seen through resort’s great beaded sterling silver or lapis lazuil chandelier tassel earrings and necklaces, oversize gemstone studs and slightly oversize hoops.