Style File: Pia Naera

Pia Naera has been passionate about design ever since she was young; fashion and design has always been on her mind.

Initially starting out as a e-retailer, the move to a stand alone shop in Parnell,  Auckland came after an overwhelming response to the brand online.

Now, over two years later PIA continues to be about bringing bold, beautiful and feminine clothing; stepping NZers out of the comfort zone of just wearing black!

FashioNZ got to catch up with Pia about her brand, the latest collection and what she would never be caught wearing…

Tell us about your latest collection?

Invade is our current A/W ’14 collection, which is all about ‘90s nostalgia, the prints are inspired by 90’s arcade games. Elements of Pac Man, Tetris and Space Shooters can be seen in the colourful dresses.

I’ve also used some darker colours that I haven’t before, just to give my customers that option of a darker wardrobe in the Winter months. I love dabbling in new ideas each collection!

What made you become a designer?

I’ve always loved fashion and design, it’s just the way my brain is wired. So I think regardless where life took me, I would have been a designer somewhere. To be honest, it’s been my amazing support crew who has given me the courage to actually step out and do this – (it’s quite daunting having your own business at 23).  And I definitely wouldn’t have been able to do it without my family, husband, our amazing pattern maker – and the rest of the PIA team.

What inspires you?
I do a lot of research, blogs, magazines, fashion forecasting, etc…  With those I create beautiful mood boards with my collection idea in mind.  To find my collection inspiration it could be anything, for example one of my prints inA/W14′ I found a beautiful leaf outside my workspace that captivated me.  I scanned it into photoshop and created a petal print out of it – this also reminded me of aspects of my childhood when I used to collect leaves and stick them in my scrap book… which spurred on my 90’s nostalgia theme for A/W 14′.  So honestly it could be anything and everything where I find inspiration.

Describe your personal style and how it influences your products and brand?

I looove frills and colour (can you tell?) but also I am all about comfort! I love loose floaty and flattering pieces, that you can easily just chuck on and look stunning! I always wear either a dress with tights, boots and at the moment loving our PIA coats layered over top.  Or a PIA dress with my New Balance shoes, some bright lippy and a scarf.

What is your all-time favourite purchase?
My Michael Kors oversized Rose gold watch, every time I check the time it makes me smile at the pretty thing on my wrist.

What wardrobe item should every woman invest in?
A PIA frill top, honestly they suit every shape and size and look amazing with any bottoms (skirts, pants, layered over a dress). It’s so easy to wear, looks effortless and beautiful.

Do you have a style rule you always obey?

Always wear colour, somewhere.  Even if it’s seen in my lippy or shoes.

What has been the highlight of your career so far?
Definitely having our own show at NZFW last year, total achievement and highlight.

What can’t you live without?

My laptop, and my beautiful puppy Bosco.

Finish this sentence – You would never catch me wearing….
Cheap shoes.
Shop online at www.piaboutique.com at 317 Parnell Road, Auckland

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