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What does it look like to run a fashion brand in 2020? According to Annamaria Brivio, creative director and founder of Italian footwear label Paris Texas, “there's no typical day! We’re still adapting to the changing environment. Our factories and stores were closed, and we haven't experienced anything like this before.”
We’re taking a closer look at how Annamaria has been putting her best foot forward over the last few months.
“I usually have coffee and a light breakfast before heading to the office. My outfit of choice is croc mules in pink or orange with blue denim, and a summer top and blazer. My mornings start very early — we have recently come out of lockdown in Italy and it's a very busy period for us. Right now, we are shooting our Resort 2021 collection and we’re about to start presenting to buyers on Zoom. We also have a multi-brand store that we are buying for.”
“Unfortunately there's not a huge amount of time to stop for lunch but I make sure to grab a salad on the go between meetings and calls near our studio. The studio is located in Monza, outside of Milan, where I live and where our shop is. The space is very pink (and fitting for Paris Texas) and I have a very colourful moodboard that changes every season, which I look to and use for inspiration.”
“Afternoons are spent on long calls to our factory. It's difficult for us to visit at the moment so we spend a lot of time on Zoom viewing each style and giving feedback. This period has given me the opportunity to reflect on the business, fine-tune our collections and work more closely with key retailers. I'm excited about what Autumn Winter 2020 has in store for Paris Texas!”
“I tend to work very late, but I take any chance I get to go for an aperitivo with friends. It's very Italian and I love doing it!”
“I am really looking forward to travelling around Italy again and enjoying all the beautiful places my country has to offer. Normally I go to Mykonos every summer and if I can manage that then that would be great, too.”
Beloved by the likes of Kendall Jenner, Gigi Hadid, Eva Chen and Emily Ratajkowski, shop Lane Crawford’s curated edit of Paris Texas below.