There’s nothing better than feeling like SoCal royalty, and thanks to Heiress Beverly Hills, our crowns can rest a little easier.
The trendsetting clothing brand has recently launched a redesign and a whole new outlook on its brand future. The reintroduction of the line includes higher quality fabrics and an even more inclusive size range, going from XXS to XXL. Plus, Heiress Beverly Hills releases capsule collections of 20+ pieces every six to eight weeks to keep your style fresh and always ahead of the fashion curve.
Below, Heiress Beverly Hills exclusively details its brand pivot and teases what longtime fans can look forward to with the new Heiress luxe experience.
The Knockturnal: Congratulations on the rebrand! Why was now the right time to pivot Heiress Beverly Hills?
Heiress Beverly Hills: Thank you so much! I had the once in a lifetime opportunity to work with a head of design that had worked for high street designer brands before in London. I thought it would be the perfect time to elevate the brand and change direction. The brand has grown so much over the past two years and I’ve spent the last year ironing out operations – we moved to a new larger warehouse, hired a new shipping team, hired a new customer service team, hired a new branding agency to position us, new packaging, new marketing team, new size chart, new garment technologists, new technical illustrators, new fit models, etc. We have completely restructured the company and it was perfect timing to pivot and elevate our product!
The Knockturnal: How do you describe the new branding, and latest collection?
Heiress Beverly Hills: The new branding is much more elevated than it was previously. In the past, we had primarily focused on black, white, and neutral colors. In our drop one collection, we have incorporated color and more fun pieces. Our packaging is much more luxurious than it was before and our quality and fit is even more elevated as well! We spent six to eight months working on the quality and fit in fitting sessions and selecting a new range of fabrics to work with.
The Knockturnal: The new inclusive size range is fantastic. What was the thought process behind expanding sizes offered?
Heiress Beverly Hills: We’re so excited to finally be able to offer size inclusivity by incorporating both an XXS and an XXL. I really wanted more people to be able to wear the brand. The goal of heiress is to be the brand that people know they can rely on time and time again, with a fit that compliments and hugs their figure. We want it to be the first website people go to, knowing that they can order a dress last minute for an event, and knowing it will always fit them right. We spent months working with garment technologists to develop the perfect size chart, measuring every inch of the body, perfecting our grading between sizes, and having fitting sessions on models of all different shapes and sizes (instead of just one fit model) to achieve that perfect fit.
The Knockturnal: The brand also is now using higher quality fabrics, per a press release. What are some of the new materials used, and how did that change (if at all) the design process?
Heiress Beverly Hills: Our design process completely changed in the rebrand, rather than taking just a few months to design and release a collection, our collections now take six to eight months in development. We have re-done all of our best-sellers and made them into new products, by selecting new fabrics and changing the fit to create second editions of these pieces. While our favorite materials to use are still crepes and power mesh, the quality and grade of these fabrics have changed as we have switched where we source them. All samples of fabrics are sent to our london based design team, who hand select each fabric being used for each garment. We have double lined all of our drop 1 collection in the same luxurious material as the main lining, rather than just having our pieces single lined as they were before. While this doubles our cost of production, it creates an entirely new level of quality and influences how our garments fit and hug the body.
A bit about our new design process: Our designers first hand sketch and drape on a mannequin to create unique designs heavily influenced by corsetry. Then, our designers source and develop fabrics that prioritize quality and fit. The collection is actioned into CAD form with technical packs created by our technical illustrators and garment technologists. The technical packs contain intricate development details that are then sent off to our factories. Once our samples are created, our garment technologists have several fit sessions on fit models of all different shapes and sizes. After fittings, our pieces go through multiple revisions in the sample process, in order to achieve that perfect fit.
The Knockturnal: What is the new Heiress aesthetic?
Heiress Beverly Hills: The new Heiress aesthetic is definitely bold and luxurious. We want our pieces to be classic and timeless while also daring and for the woman who wants to turn heads. All of our pieces are meant to celebrate the female form, while sculpting and shaping the body. Our collections are designed to capture the essence of sensuality, inspired by all to empower women.
The Knockturnal: How would you describe the Heiress customer?
Heiress Beverly Hills: The Heiress customer is usually between the ages of 18-44. We love covering a large age range and are hoping to expand even more. Most of our customers live in NY, Miami, Chicago, and LA. We recently have expanded to deliver internationally as well, and are starting to get tons of customers in the UK and Australia as well!
The Knockturnal: What was the design inspiration for the latest collection? Why the capsule collection decision with 20+ pieces every 6-8 weeks?
Heiress Beverly Hills: Our designers attend fashion week and take notes of the key trends and colors shown. We try to create our own trends, while following color and fabric choices shown at fashion week. For example, sequins were all over the runway, so we selected a beautiful sequin fabric to be used on three pieces in our Drop 1 collection. Lilac was also everywhere, so we made this a key color in our collection. We are now aiming to drop two collections per season so we can focus more on each individual design and release it in new colors. We love listening to our customers and giving them what they ask for. When customers request a dress in a new color, we produce it!
The Knockturnal: Where do you see Heiress in 5 years?
Heiress Beverly Hills: In five years, I would love to have multiple Heiress stores and continue to grow the brand. I want Heiress to be a brand that customers can rely on for a quality and fit that they can’t find anywhere else, especially in the price point. We continue to develop innovative and new ways to work and I’m hoping we can continue that within the next five years.