I first mentioned the brand a few weeks ago when I was wearing a gorgeous Persifor dress, and now I have the opportunity to share even more about this unique and innovative brand via a Q&A with the company’s founder, Alexandra Thompson. Definitely one to watch, Persifor features designer collaborations on prints matched with amazingly versatile cuts that you truly have to experience and wear to understand the beauty and functionality of the brand. Read on to enter the world that is Persifor to find out where the name originates from, a hint at next season’s collab, and Thompson’s favorite fashion resource.
Fashion Pulse Daily: Tell us a bit about you, and your previous professional experience; and what propelled you to launch Persifor?
Alexandra Thompson: “I’ve been working in the fashion industry for over 10 years for iconic lifestyle companies like J.Crew and Lilly Pulitzer. During this time, I recognized that the current marketplace was lacking a product that combined sophisticated prints in a versatile fabrication for customers seeking an alternative to more expensive and saturated brands. As my friends will tell you, I have always had an entrepreneurial spirit so launching my own company was just a matter of timing.”
FPD: I love that the brand was inspired by your grandfather’s name (Persifor), who was “known for his casual elegance and unique style;” how does the brand personify these aspects?
AT: “My grandfather didn’t over think his outfits. He wore classic items that were well tailored, traveled easily and could accessorized in any different number of ways. With great ease, he always looked pulled together and stood out in a crowd. Persifor seeks to emulate this concept by creating figure flattering and simple silhouettes that are unique, comfortable and wear well. That’s why it was critical to develop a fabric that would be wrinkle resistant and machine washable.”
FPD: How are you finding the “Artist in the Spotlight”each season? Can you reveal who you’ll be working with for fall 2012?
AT: “This season, we are highlighting Happy Menocal who I grew up with in Bedford, NY. I have always admired her work and thought her watercolors would be fantastic engineered into prints. I met next season’s artist, who resides in Raleigh, NC, at a print show and we instantly hit it off. Her items will be available in November for the Resort season so stay tuned!”
FPD: Who would be your ultimate, dream-come-true artist collaboration?
AT: “David Hockney”
FPD: “Besides the website, where can Persifor be found?”
AT: “We are available nationwide in smaller specialty boutiques which are listed on our website at www.persifor.com.”
FPD: How would you describe your own fashion aesthetic or style?
AT: “My own style is usually very classic but with one or two elements of the ensemble that are a conversation starter. Clothing and accessories are a great way to engage with other people.”
FPD: What are your favorite fashion resources?
AT: “Travel is my greatest resource. I also love to go to museums, visit the stores of my favorite designers, and read the usual suspects: WWD, Elle, Vogue and Bazaar.”
FPD: What product categories do you plan to expand into, or where would you love to see the brand in three years?
AT: “We are planning on expanding our current womenswear and accessories collections and hope to develop a capsule collection of childrenswear in the next 5 years.”