Alexandra Benezra, founder of ASB PR, aims to simplify dressing with her new fashion line Selvi, featuring wardrobe essentials and unique pricing.
Alexandra Benezra, a 32-year-old entrepreneur, is set to launch her contemporary fashion brand, Selvi, on Friday. With a passion for fashion stemming back to the age of 16, Benezra has been actively involved in the industry as the founder of ASB PR, a boutique communications agency. Her aim with Selvi is to simplify the often challenging process of getting dressed by focusing on essential wardrobe staples, such as classic white trousers, long black dresses, and versatile tank tops.
In an interview, Benezra expressed her affinity for basic pieces, stating, “I’m addicted to shopping, but I always find myself coming back to the basics — I’m always accessorizing them.” She has emphasized that running a fashion brand does not necessitate being a designer, shedding light on the various creative avenues available within the fashion world.
The launch collection of Selvi will feature 15 unique pieces, each named after her list of baby names, a nod to her role as a mother of two young daughters. Prices for the items range from $55 for a ruched tank top, called Joe, to $228 for a sleeveless turtleneck dress known as Dylan. Benezra mentioned, “I wanted prices that everyone could buy into, but at the same time I didn’t want to compromise on the quality of the fabrics.”
The name Selvi is a tribute to her mother’s maiden name, reflecting the influence her mother has had on her personal style. Benezra humorously noted that she and her mother often find themselves in disagreements over clothing, as they frequently wear similar outfits.
Prioritizing comfort in her designs, Benezra has crafted the tank tops to feature ruching on the side to conceal any “uncomfortable body parts on a day you’re not feeling yourself.” The collection’s dresses and trousers have been designed to cater to a range of body types, with Benezra’s own experience as a 5-foot-2-inch woman guiding the sizing decisions. She remarked, “I did three rounds of fabric sampling and I tested them out by wearing them before putting anything into production.”
All items in the Selvi collection are produced in Colombia, where Benezra has established a working relationship with local artisans. Initially, she has produced 385 units, with plans for larger production runs contingent upon sales performance. Looking ahead, Benezra has ambitions to expand Selvi’s offerings into childrenswear while continuing to manage her communications business. She is committed to a gradual approach, noting, “Nobody builds a brand overnight.”
Source: Noah Wire Services
