A few months back, I was whisked away for a rather impromptu trip to Berlin, Germany to meet the brains behind navabi, a German-based retailer that sells premier brands in extended sizes. I had little context, and everything was very hush-hush, but never one to shy away from a bit of spontaneity, I packed my bags and hopped on a plane back to Europe for a few days. What unfolded while I was there was a pretty inspiring whirlwind. Continue...
After settling in to my hotel room in Mitte and passing out for several hours, I set out to explore Berlin by myself. I had been in Berlin severly years ago, but it's a rapidly changing city, and only the main landmarks and streets stood out as being familiar. I sat myself in Wittenburgplatz (a park behind Berlin's famous KaDeWe department store) and enjoyed a Currywurst, pint of pilsner (when in Rome, etc), and my copies of German Vogue (with Karl Lagerfeld's cat, Choupette, and Linda Evangelista on the cover, naturally). After that, I set out to do some shopping, with & Other Stories high up on my list.
The following morning, I met four other girls, along with the navabi team, and finally found out what brought me to Berlin. Navabi had big plans to expand their business and develop a Style Council - a group of international influencers who would help advise the company as they grow in the market. We'd each be ambassadors, bringing our own areas to the expertise to the table. I was intrigued and when they began discussion their vision (or "Curvision," as it was dubbed), the opportunity to be part of a brands growth and guide how their creative direction will evolve became irresistible. Before fashion took over most parts of my life, I worked as design strategy for a Branding consultancy, so taking a high-level and analytical approach towards the fashion market spoke to me 100%.
Today, what I've been working on behind the scenes with navabi is finally live, and the Style Council is born! I'm working with Navabi and Fluvia, Laura, Luciana, Elisa, and Edith - representing the US, Brasil, UK, Germany, Italy, and The Netherlands.
I'm really excited about the beginning of this relationship and taking all of my insight and experiences both as a consumer, an art director, a strategist, and as an editor to the navabi table.
What do you think?? If you could advise a plus-size brand on their direction and development, what would you tell them?