Minimalistic, wearable yet unbearably fascinating: this difficult combination of fashion adjectives was infused into 1205′s collections, by the brands founder and main designer Paula Gerbase. After graduating from Central Saint Martins, Gerbase worked with both menswear and women’s couture before founding 1205 in 2010. Her ‘mixed’ design background has influenced the elegant, clean and androgynous looks which have become the signature of the brand. Paula Gerbase describes 1205’s design aesthetic as defined by “quality of cut, fabric and proportion, emphasising traditional craftsmanship by seeking the essential”.
These design values are showing in every detail of her classy runways – from models’ simple hairstyles to this season’s color palette which include pieces in black, white and different shades of grey. The collection also contains sporadic splashes of color with items in burgundy and dark blue. The cuts, the fabrics and the proportions are as well as the colors, are always uncompromisingly simple but with a stylish, decisively bold twist. These are the details that make the brand stand out, answering the question to why 1205 feels far more interesting than many similar brands. Gerbase’s search for inspiration in the formal precision of geometry as well as the vital elegance of nature gives her work an unexpectedly fresh flair, turning even the simplest details into an occasion for innovation and thoughtful research. 1205 shows an exciting mix, resulteing in an elegant and clean aesthetic which feels both modern, classic and unique in the same time.
It is, thus, quite easy to grasp 1205′s enormous growth since its beginning four years ago. The brand is now being retiled in department stores all over the world, and we have a feeling we will se a lot more from Paula Gerbase and her label in the future. Keep the number combination 1205 in mind!
