Edité Showroom was established in 2007 by Julia Simon, who resides as the Director and Rachel Paletsky, Co-Founder/ Director of Media & Publicity.
They became acquainted while both were working for the French luxury shoe brand, Rene Mancini, where Julia held the position of CEO and Rachel was a stylist.
Rachel had created her own technique of launching new designers into the industry through her “designer agent” approach, taking her favorite new talent and developing their collections. Together they combined their unwavering eye for fashion, Edité was born.
We at Nolcha are all about up and coming designers. It was only natural that we spoke with Edité showroom to get the scoop on what they look for in selecting an emerging designer to join the ranks of their showroom. Oriana DiNella spoke with Rachel Paletsky, to discuss what sets them apart from the other New York City based showrooms and how they have specifically carved out their niche.
Oriana DiNella: What are the different positions of people in a showroom and what do their jobs entail?
Rachel Paletsky: Because we do Public Relations and Sales we are divided into 2 teams. Each team has the following:
- Directors- oversee each division
Executives- manage daily objectives and projects related to each account
Assistants- assist the directors and executives
Interns- assist the team and are assigned projects based on their internships.
OD: When was the showroom launched and with what angle?
RP: Edité was officially opened in January of 2007 with the goal of taking up-and-coming designers, who had strong, cutting-edge point of views, and transform them into viable, sustainable businesses. We looked for talent that had a strong grasp of design, quality and aesthetic and tended towards more artistic focused brands in high-end and luxury markets.
OD: What specifically are you looking for in a brand to represent?
RP: We look for goal-oriented designers whose collections are current (in terms of knowing and forecasting what people will want), with elements of rawness, meticulous construction, a sense of artistry and individuality.
OD: Do you scout the brands, or do they contact you?
RP: Both. We are based out of NYC so we are constantly meeting with designers from the US, North and South America. We do Fashion Week in both New York City and in Paris so when we are in Europe we will travel to places like Copenhagen, Berlin, London or wherever we hear that some great news things are coming out of. Our assortment is very important to us.
OD: What makes your showroom different than the others?
RP: We are a small team so we are very specific with who we represent and that said are a lot more hands on with our clients than most showrooms. We have a business development aspect to our company so it’s not just the everyday run-around of an office or showroom. If we select you, it’s because we really believe in the product and basically we bank on a designer’s ability to produce desirable collections and we help them grow accordingly. Our clients tend to be more cutting-edge than other showrooms. People who really appreciate art, fashion and culture tend to gravitate towards Edité.
OD: What makes buyers and stylist want to visit and pull form your showroom?
RP: The raw talent and foresight of our brands is exciting and appealing. A wide range of our clients are very knowledgeable and have backgrounds working for top luxury brands so it’s always fun to see what they are up to. They are accessible and wearable but always innovative. Our collections are all made in the USA or in Europe.
OD: Please take me through the day in the life of a showroom during market week, fashion week and on an average business day.
RP: There really is not a typical day here- but things that are always getting done include tons of phone calls, emails, appointments, writing releases, tracking samples, pitching, order processing.
OD: How do you balance currently marketable trends with the advancement of something new? (in other words, how can you fit in new talent that might be doing something completely different in the marketplace with brands that are already saleable? To school the buyer?)
RP: Well in a sense, that a specialty of ours...when you throw something atypical in the mix it has to be purposeful. There has to be a background to it that people get and want to know more about. If something can stand out because of it’s newness and intrigue then it has better potential to maintain itself. If buyers can add this to their assortment it only makes them look better as long as the product is well-rounded enough to hold up.
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