Designer Pia Naera from PIA Boutique. Image supplied.
Pia Naera is the energetic designer behind colourful label PIA Boutique which she relaunched in February this year. She created her eponymous label back in 2012 to showcase her love of beautiful digital prints and fun, feminine style which quickly found popularity locally. After a brief hiatus Pia has returned with exciting, fashion forward PIA designs at an affordable price. PIA Boutique is available exclusively online and at the PIA Boutique pop-up shop at Sylvia Park (opposite Zara) until mid-July.
We caught up with Pia to find out more about her brand, what inspires her and what you would never catch her wearing!
Tell us about your latest collection?
My new collection Cosmic Hue ’17 represents the vast beauty of space; the depth and beauty is captured in the prints, colourways and styling of this collection. Wintry deep blues, magentas and galactic prints feature heavily along with new shapes and styling.
What made you become a designer?
I have always loved designing and it started when I was young, my grandmother taught me how to sew and I started making dresses as a hobby. I also made my school ball dresses and now looking back they were very PIA, bright colours and bold prints. In 2012 I started my website on a whim, that same year I was showcasing at NZFW and then it all kind of snowballed, the next year we opened our first store in Parnell and now here I am.
What inspires you?
I love colour, my eye is automatically drawn to it. Whether it’s going for a walk and finding a beautiful flower on the pavement, or seeing a girl cross the road in a gorgeous dress, or the bubbles when I’m going through a carwash. It can be literally anything, but I am like a magpie so whatever catches my eye needs to be sparkly or colourful and that gets my inspiration going.
Looks from PIA Boutique’s AW’17 collection.
Describe your personal style and how it influences your designs?
I love layering, frills, floaty, oversized styles, feminine shapes, colour and sparkles. Any garments that fall into those categories you may find me wearing. I am also not afraid to clash colours, I think it looks kind of epic. My style definitely influences my designs, I would only ever design something that I love and would wear. With my fabric prints I design I will turn them into beautiful garments that are totally my style.
What is your all-time favourite purchase?
The Amelia skirt (wearing it as we speak) looks amazing with knee high boots in winter. Whenever I wear it I always think ‘why is everyone smiling at me’ and then I realise it’s because I’m wearing the sparkliest skirt ever. And my Tassel By J earrings, I wear them every day and they top off any PIA outfit.
What wardrobe item should every woman invest in?
Well call me biased, but a PIA dress, they look amazing on, suit every shape, height and they come in loads of prints and colours to suit everyone’s taste. Also – you can wear them in any season, Summer with sneakers or heels (depending the vibe) and Winter with tights, boots and under a leather jacket.
Do you have a style rule you always obey?
Never too much colour and never too much pink. But I don’t really have a style rule – I just put on whatever I’m vibing for the day.
Looks from PIA Boutique’s AW’17 collection.
What has been the highlight of your career so far?
Meeting my beautiful customers! We relaunched as an online only store and I haven’t been able to meet my customers since our relaunch. We have just opened a store in Sylvia Park (open until mid July) and it’s been so amazing meeting them again, they are so encouraging and literally make me smile everyday! They leave me the cutest notes on their orders, send me pictures of them rocking PIA and are just fab to chat to when they come instore! Wouldn’t be here without them!
What can’t you live without?
My laptop… it has all my designs, photos, everything on it! Would be so lost without it.
Finish this sentence – You would never catch me wearing…
Red.
Images supplied.