The Niche Designer Dressing the A-List

Giovanna Flores' designs have become a hot commodity among 'it' girls.

Two high-profile actresses, who serve as luxury brand ambassadors, are opting out of their usual designer gowns to don garments crafted from repurposed materials by an emerging talent based in Brooklyn.

In recent weeks, Ayo Edebiri, Chanel's esteemed ambassador, showcased Giovanna Flores' unique design on the red carpet at the Drama League Awards. The eye-catching ensemble featured a vibrant red-and-white polka-dot pattern against a gingham background, along with subtle strawberry-seed print details. This one-of-a-kind dress was crafted from an assortment of mismatched fabric pieces sourced by Flores from an upstate New York thrift store.

Flores' creative process was sparked by an unexpected donation of fabric, which she skillfully repurposed to create something entirely new. The designer's resourcefulness was evident in her transformation of discarded materials into high-end fashion.

Greta Lee, Dior's esteemed ambassador, shared an Instagram photo showcasing herself in a stunning mustard-gold velvet dress from Flores during her London press tour for "Toy Story 5". Meanwhile, Flores' inventory had accumulated 10 boxes of misaligned velvet panels, a problem persisting for over a year.

Flores recalled her reaction upon opening the boxes, uttering a candid "this explains their disposal."

Lee's outfit was combined with casual pieces in a unique vertical arrangement.

Flores's signature style is evident in the effortless charm of Edebiri and Lee's dresses, echoing her debut fashion line launched in 2015. Meanwhile, Flores Paper, a collaborative venture with her sister Janelle, has been quietly gaining traction since its introduction late last year.

Sisters from a Los Angeles print and paper shop are transforming deadstock into unique sculptural notepads with spiral designs. These distinctive desk accessories have gained popularity among the indie print community in just a few short months, already being showcased on social media by influential figures such as illustrator Carly Kuhn and Alexandra Gordienko of Marfa Journal.

Designer Flores brings an unconventional approach to corporate luxury, defying market conventions with her undermarketed, underdistributed and underproduced designs. Her collection is a refreshing anomaly in the fashion world, untainted by committee-driven revisions or commercial pressures that often dilute artistic vision. Like Edebiri and Lee's distinctive styles, Flores's aesthetic has a unique appeal that resonates deeply with those seeking something off the beaten path. The carefully curated looks, selected by stylist Danielle Goldberg, exude confidence and individuality, proclaiming "We've still got it!" in their own understated way.

In her compact walk-up apartment adjacent to the Brooklyn Navy Yard, Flores devotes herself to crafting each piece of her fashion collection from scratch. Her studio is a cluttered space filled with cardboard boxes bursting with what appears to be fabric remnants, alongside a shelf stacked with vibrant spools of thread and a sewing machine. Just before Edebiri's appearance in the strawberry print dress, it was a tangled heap amidst this chaotic backdrop.

Born into a Mexican family in Los Angeles as the eldest of three daughters, Flores discovered sewing at 12 years old. Her mother enrolled her in a class to manage her anxiety, which proved to be an astute decision. The initial assignment was a simple pillowcase, but Flores' ambition soon shifted towards more complex projects - specifically, the dress forms stored in the back of the room.

Giovanna Flores' designs are singular creations, not mass-produced items. Her unique approach involves sourcing materials from thrift stores and fabric donation sites, often at $20-a-bag prices. These eclectic finds are then transformed into one-of-a-kind pieces on her website or at Twos, a vintage store in London, where the owner is a personal acquaintance. In addition to online sales, Flores has also explored partnerships with high-end retailers like Opening Ceremony and Ssense, albeit briefly due to their closure. Occasionally, she hosts private viewings or pop-up events in her apartment for those seeking out her exclusive designs.

Chloë Sevigny's affinity for unique style is well-documented, both on and off screen. Her appreciation for repurposed fashion began when she received a bespoke vintage polo from Flores, expertly reworked with darts. This interest in upcycling was sparked by a nostalgic blend of Holly Hobbie, hippie, and preppy aesthetics that resonated deeply with her.

In late spring, Sevingy showcased one of Flores's innovative polo-sweater combinations on "The Good Buy" podcast series from Harper's Bazaar. Shortly after, she made a stylish appearance at the Pioneer Works Village Fête in Brooklyn, wearing a vibrant floral dress and coordinating capri tights designed by Flores.

Sevigny's statement was met with widespread attention. Observers noted the novelty of the design. A short time after Sevigny spoke, Goldberg began to follow Flores on Instagram. Shortly thereafter, Flores received an email from Goldberg requesting specific dresses be pulled for consideration.

Flores's passion for sewing led to a job at Fred Segal Couture in Santa Monica, California, where she sold high-end designer brands like Pucci, Blumarine, Anna Molinari, Calvin Klein and Missoni. At just 14 years old, Flores had already compiled a professional résumé, demonstrating her early drive to succeed. A store employee with a background in tie-dye taught her the art of dyeing fabrics. Her formal education in fashion design was completed at Pratt Institute in New York, where she honed her skills through internships with esteemed designers like Marc Jacobs and Moschino.

Mel Ottenberg's collaboration with Flores began when she showcased a piece from her graduate thesis collection on Rihanna during "Saturday Night Live" in 2015. Chris Peters and Shane Gabier, then at the helm of Creatures of the Wind, were impressed by her work and subsequently offered her a role. According to Gabier, Ottenberg's style resonated with him as a nostalgic tribute to New York City's mid-to-late '90s aesthetic, striking an unusual balance between oddity and beauty.

Growing up, Flores was drawn to discarded treasures often overlooked by others. Her childhood memories are filled with rummaging through her father's print shop, where she'd collect vibrant paper scraps and stickers from the recycling bin.

Her childhood memories revolve around creative reuse of printed materials. She recalls cutting shapes from entire pages to create unique stickers, unlike traditional kids' stickers. Her father's printing business, which dates back to the 1980s, produces items such as business cards and menus for establishments like Roscoe's Chicken & Waffles. A distinctive touch he offers clients is spiral notepads accompanied by candy canes during the holiday season.

She envisioned a more dramatic look for the notepads, remarking that they would be striking if taller and white. Instead of using them as straightforward writing surfaces, she reimagined them as delicate, windswept sculptures that adorn desktops. Every pad is carefully hand-wrapped in brown paper and vibrant twine by Flores and her sister, echoing the effortless blend of whimsy and refinement found throughout her fashion designs.

The designer's admiration for her work is evident.

Peters' extensive experience in niche fashion is remarkably diverse. Following the COVID-19 pandemic, he had already begun developing a personal upcycled line, CDLM, while serving as senior design director of runway at Tory Burch.

He showcased a stunning ensemble featuring remnants of a 1940s polka-dot silk gown from France and antique metal bullion unearthed in the basement of an English church. Gio's creative vision was sparked by these eclectic materials, which she transformed into a sultry, high-end design.