New rules for the fashion brand in New York by Peter Do
After being part of Celine and Derek Lam’s style offices, Peter Do (pronounced as ‘dough’) feels ready to make mistakes and learn on his own. The designer from Vietnam has decided to revive the Garment District, the fashion district of New York that is now on decline.
In 2017, in his Brooklyn’s studio, he created a luxury brand that bears his name, founded with four friends he met online (on Tumblr). Operating as a sort of collective and combining the skills of collaborators, the brand aims to overturn the severe image of luxury fashion.
To do this Peter Do sets new rules: reasonable working hours and essential instagram profile. Simply the freedom to enter the studio and be creative.
Adapting to the new rules is quick and beneficial. @ the.peterdo is currently the main showcase of the brand, both from the point of view of communication and sales, but also because it leaves room to browse the creative and production processes through improvised still-life photos.
Among the other rules of the young designer there are also interpersonal relationships between collaborators and a balanced working life: a beautiful relationship binds the team of 14 people who from the beginning wanted to present their collections twice a year (instead of four) , avoiding the chaotic calendar of women’s ready-to-wear.
By dealing with everything internally, from printing to production, from product development to design, the brand’s atelier allows a direct communication relationship between designers, pattern makers and tailors.
If the instagram page of the brand is all purity, candor and virtual simplicity, the underlying aspiration is an old-fashioned fashion industry: essentially, the creation of an atelier in New York and the desire for a Peter Do boutique made of bricks.
Peter Do dresses a dynamic and easy-going woman with a clean style, she is a woman who makes the most of her days without knowing boredom and sadness.
Some would define the style of the brand as “minimal”, but it is not what the designer wants to communicate on the contrary, it is a concept that the designer has always rejected and explains why: “There is nothing minimal in the way it is designed a collection. We do things big, we do our best, we give everything. And then we reduce it to the essence of what we want to say. It takes a hundred attempts to get there. ”
Although the expansion of the proposal and the importance of knowing how to evolve, the heart of the business will remain tailoring, maintaining particular attention to trousers.
The seasons to come will be decisive for Peter Do as the brand will launch new products on the market: the shoes will be released in summer 2020, as will the knitwear (coming for the Autumn / Winter 2020 season). For bags and leather goods, it is necessary to wait for the Spring / Summer 2021 collection.
Here to read how color your wardrobe like the SS20 catwalks!
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