How Italian-Based Gia Borghini Became A Global Brand

Regardless of whether you have noticed Gia Borghini’s beautiful silhouettes on superstars like Hailey Bieber, Ashley Graham or Gabrielle Union-Wade, the world’s leading influencers, or on the webpages of on the internet stockists like Farfetch and the shelves of style purveyors Kith, the Italian-primarily based footwear manufacturer has established its individual category of elevated footwear and handbags — and will make a good circumstance for swapping out sneakers.

It’s no coincidence that the trend model with a celeb pursuing, Gia Borghini, hails from Italy: its founder — or architect, which is remarkably fitting — Barbara Borghini, was constantly surrounded by class, haute couture vogue (numerous legacy models are Italian), the great importance of large excellent design, and a potent perception of instinct.

“I am a accurate Italian, so I let my thoughts and instinct guideline me far more than logic,” Borghini shares. “It’s almost certainly not a proper thing to say for somebody who runs a business enterprise, but I am extremely genuine about it. I feel ladies are in a natural way additional instinctive, and this can be our greatest power and what permits us to do and juggle so a lot of issues in lifetime.”

Launched in 2016, Gia Borghini quickly catapulted to “It” position when Danish influencer and stylist Pernille Teisbaek designed a collaboration with the brand.

Gia Borghini is named after Borghini’s daughter, Ginevra, who Barbara says is “a impressive resource of inspiration.” With woman empowerment currently being one particular of the main pillars of the model, it’s serendipitous that it arrived on the scene in 2016.

Gia Borghini stands for the high quality of timeless parts, irrespective of whether flats (normally with a exclusive twist that has grow to be a signature trait of Gia Borghini), boots or heels — the manufacturer supports local Italian artisans, mainly because it thinks in the electric power and natural beauty of craftsmanship. The brand name far more not long ago extra carryalls and eyewear to its product assortment.

Gia Borghini is acknowledged for its curated collections with superstars like Rosie Huntington-Whiteley, whose limited-release collab was followed by a really-expected drop with Pernille Teisbaek. The start with Teisbaek was so productive, it led to the stylist’s appointment as Imaginative Advisor in Spring 2021.

With a remarkably engaged neighborhood of 200K Instagram followers, distribution in over 500 on the net and bodily stockists, and an audience of trend fans ready on Gia Borghini’s most recent collections, Borghini’s instinct is obviously on-issue.

Learn how the power of instinct and the correct influencer collaborations performed a position in Gia Borghini’s meteoric increase in the vogue landscape.

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

Barbara Borghini: Right after many many years of remaining a stay-at-house mum and completely concentrating on my relatives, I was searching for a new expertise and discovering my deep passion for sneakers. I also rapidly realized that getting accessibility at my fingertips to the ideal artisans in Florence had a large potential.

Eldor: How did you determine the option or whitespace in the sector? It is in particular intriguing due to the fact you’re from Europe – specially Italy – where by you ended up surrounded by the legacy manufacturers of haute couture. I adore that you recognized a area for your brand, which nonetheless leans on magnificent development and silhouettes, and large good quality craftsmanship.

Borghini: A good deal of footwear companies at that time — in 2016 — have been crafted by men and operate from their viewpoint. I required to disrupt that narrative. Practically 90% of my workforce are ladies. In terms of structure and craftsmanship, driving all over, assembly and chatting to neighborhood artisans and fashion entrepreneurs aided form the strategy for the model that you see nowadays. I also assume it’s extremely important to keep curious and to hardly ever halt exchanging concepts, discovering, listening, and developing a powerful group of professionals centered in diverse components of the globe, who can bring different perspectives to the table.

Eldor: Of class, Gia Borghini’s accomplishment is attributed to elevated, on-place, innovative silhouettes and styles, and large high quality craftsmanship. How did you be certain the earth recognized this messaging, as a world-wide footwear manufacturer?

Borghini: I try to talk as a result of our content material and our social media. As a result of the different voices that help the manufacturer and our customers. We definitely attempt to generate stylish, snug and elevated sneakers with potent communication and usually thoughtful shopper provider. I also assume seeing influential females like Hailey Bieber, Kendall Jenner and Ashley Graham donning our sneakers again and once again is a true testament to the ease and comfort and good quality we give.

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

Borghini: I approached just about every 1 of these girls only because I could identify myself in their fashion — I could see a lot of similarities but interpreted in different techniques. We seemed to share many identical pursuits and values throughout interior, art, vogue, and loved ones. I also adore to create sturdy and prolonged-lasting relationships. I want to establish a Gia Borghini spouse and children, additional than just a group! Pernille is now a Innovative Advisor, Chiara carries on to use our shoes and support the brand name, Rosie has a new undertaking coming up with us immediately after collaborating on 4 collections, and there’s so a great deal extra to come…

Eldor: What information do you have for other trend brands, looking to concentration on collaborations?

Borghini: Observe your intuition. Choose a collaborator because you are individually interested and experience they can convey a diverse stage of perspective to your brand name, though sharing the exact same values. Occasionally collaborating devoid of a strategy, only dependent on your intuition, is the very best approach. To me which is a true reliable partnership. The consumer sees by anything these times, so it is pretty essential to be authentic and genuine, and the relaxation will observe.

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

Borghini: The influencers and friends of the property signify so much to me individually and are the crucial component to the achievements of the model. I sense like they are all element of the relatives. We test as a great deal as feasible to continue on doing work with the expertise who has often supported us from working day a single.

Eldor: I adore that you studied marketing and advertising and communications early on – how do you implement this ability set to your existing purpose as a founder? I’m sure that knowing the artwork of storytelling is so vital to your success as a manufacturer founder and entrepreneur!

Borghini: I strongly feel that communication is important. The industry is extremely competitive, so you have to have a sturdy, apparent and loud voice to survive and be identified at an international stage.

Eldor: Do you have any tips for other ladies who are hunting to start a style brand name? It can be such an intimidating go.

Borghini: It is extremely scary but if you believe that in it and come to feel you have a robust information to deliver, you need to undoubtedly go for it — but be well prepared to do the job pretty tricky and also sacrifice some items.

Eldor: Constructing a worldwide vogue brand is not often an simple feat, but we mature stronger from these troubles alongside the way! Can you share a minute that was complicated or a error that you successfully overcame and learned from?

Borghini: Each individual working day there is a new problem and I also often make blunders. But what performs for me is to take a move again, regroup with my staff and strategize on how to ideal go ahead. I like a ‘trial and error’ method somewhat than possessing a aim and not going just after it at all.