PrettyBallads, a unique multifaceted brand, merges fashion, art, and music to create transformative experiences rooted in sustainability and personal expression.
PrettyBallads is a multifaceted fashion label, art collective, and record label that emerged from a desire for deeper, more honest expressions rooted in circularity, surrealism, and sound. Founded in late 2020 during the COVID-19 pandemic in Puerto Rico, the brand quickly evolved from a DIY endeavor in a bedroom into a dynamic platform that encompasses clothing design, visual art, and music events. The official launch of PrettyBallads is scheduled for Summer 2023, with planned activations across major cities including New York City, Los Angeles, and Puerto Rico.
The brand’s essence is captured in its commitment to emotional and transformative fashion that resonates with its wearers. “We don’t believe in perfection — we believe in presence,” a representative explained, emphasizing a focus on embracing imperfections and creating beauty that empowers. They aim to redefine what clothing can represent by ensuring that each piece reflects personal stories and identities, allowing wearers to engage with fashion on a deeper level.
PrettyBallads has gained attention not only for its unique aesthetic but also for its sustainability efforts. Over 80% of the materials used in each release come from existing stock such as deadstock, overstock, factory waste, and secondhand clothing. This dedication to material reuse informs the brand’s design philosophy, which prioritizes innovation and creativity over traditional fashion cycles. The brand aims to build an inclusive community with experiences that extend beyond just selling products, including raves, pop-ups, and gallery shows.
The founder started experimenting with clothing design as a personal journey sparked by confinement and the limitations of available materials. This led to collaborations with local musicians and artists, ultimately encouraging the creator to develop their skills at Parsons School of Design. The resulting vision expanded into an exploration of how clothing can serve as a functional and expressive medium.
PrettyBallads’ style is described as possessing “an edge,” featuring garments that are both familiar and reimagined, often offering multiple functionalities—like a jacket that can transform into a tent. This innovative approach reflects the founder’s belief that clothing should relate actively to the wearer and their environment.
As a brand committed to breaking away from the conventional fashion model, PrettyBallads encounters challenges, particularly when it comes to scaling operations based on the reuse of materials. The intricacies of sourcing and the variability of available fabrics require a reimagined design approach, resulting in a brand that stands out in a crowded market.
Looking ahead, PrettyBallads plans an official launch this summer and is preparing for various immersive events. The brand is also set to release a collaborative music album featuring artists who have contributed to its narrative, further blurring the lines between fashion, sound, and storytelling. Moreover, ambitious plans for expansion are underway, including a flagship store and more intricate behind-the-scenes content focused on the brand’s sustainable practices and creative processes.
Source: Noah Wire Services
