LONDON — Alexandra Benezra had wanted her own fashion label since the age of 16, and now, at 32, she’s realizing that dream and readying Selvi, a contemporary fashion brand that will debut on Friday.
The founder of ASB PR, a boutique communications agency, Benezra said she wants to sort out the challenging part of getting dressed, and focus on basics such as simple white trousers, long black dresses and tank tops.
“I’m addicted to shopping, but I always find myself coming back to the basics — I’m always accessorizing them,” she said in an interview.
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“When you’re outside the fashion world, it’s easy to think that the only [route] to having a brand is to become a designer. Once I fell into the industry, I came to realize that you can be a creative person in many different ways,” she added.
The brand is launching with 15 pieces, and each one takes its name from Benezra’s list of baby names — she currently has two young daughters.
The pieces range from $55 for a ruched tank top, known as Joe, to $179 for an Esme A-line skirt and $228 for a sleeveless turtleneck dress with pleating called the Dylan.
“I wanted prices that everyone could buy into, but at the same time I didn’t want to compromise on the quality of the fabrics,” Benezra said.
The name of the brand is an ode to her mother’s maiden name, who she considers her style inspiration.
“We actually wear a lot of the same things. This has caused fights, when she’s worn something I’ve just bought,” she said.
Feeling comfortable in the pieces was Benezra’s number-one goal. The tank tops are ruched on the side to hide any “uncomfortable body parts on a day you’re not feeling yourself,” while the dresses and trousers have been designed with all body parts in mind.
At 5 feet, 2 inches, Benezra deliberately created sizing that was a reflection of real women.
“I did three rounds of fabric sampling and I tested them out by wearing them before putting anything into production,” she said.
All of the pieces are made in Colombia, where she has people working on the ground.
She’s started slowly, producing 385 units in total, but said she’s ready to put her foot on the gas once things start selling.
She plans to expand Selvi’s categories by venturing into childrenswear, and will continue to run her communications business separately. She said she plans to “take her time” with Selvi as “nobody builds a brand overnight.”