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Brand To Know: Paris Georgia

With streamlined staples that are simultaneously timeless and effortlessly cool, Paris Georgia is the most exciting label to come out of New Zealand yet. Get us one of everything, stat.

Fashion trends evolve constantly, but basics can never do you wrong. Nonetheless, you’re not alone if you feel that basics can at times be, well, basic. Essentially, basics are akin to the girl next door, but never the party girl. Not until Paris Mitchell and Georgia Cherrie of Paris Georgia, their easy as Sunday morning label from New Zealand, came into the picture, of course.

Interestingly enough, Paris Georgia was not the duo’s first brainchild. Their initial plan of bold vintage pieces at The Mercantile had sparked their interest in coming up with a more refreshing alternative. Armed with unparalleled chemistry and a proclivity for minimalist pieces – that easy, fuss-free minimalism championed by all your favourite Instagram girls – their winning recipe was thus born.

As Cherrie recalls in an interview with Elle UK, “We were looking at our own needs and wardrobe and being like ‘What do I wear every single day? What do I mix and match and what’s a key piece in my wardrobe?” This meant reinventing the essence of basics and making them contemporary– be it from boudoir to glamorous evening events. The result? Luxurious, classic essentials that steer away from run of the mill basics.

Think slip dresses that you can wear for formal evening events that toe the line between simple and sexy. Or, fully green belted safari suits that evoke cool edginess instead of stiffy boredom. Considering how they have already made it into the steady wardrobe rotations of icons, street style champs and the pages of top publications alike – Kate Moss, Gala Gonzalez, Jeanne Damas and Vogue Australia – Paris Georgia has been stamped with the bonafide brand of cool.

What to read next: Our Best Places To Shop For Basics, From $5 To $500Is The Fashion Show Going Back To The Basics? and Exhibit’s Brand New Spring Collection Has Landed At LastCover image: Jaelyn Tan, Images via Paris Georgia

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