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In a time span just shy of one year, local clothing label Betro Simone has already managed to earn a league of loyal followers. Perhaps it's due to their easy-to-wear pieces like maxi dresses, rompers, and tunics. Or maybe it's the uniquely original prints and patterns. Or maybe—just maybe—it's the purse-friendly price point, a rarity for well-constructed, LA-made goods.
The brand's modern bohemian vibe captures everything we love about living in SoCal, so we just had to get straight to the source and learn a bit more about it. Designer and founder Stefanie Betro (who collaborated with Danny Guez to create the label) gave us the skinny on what aspects of LA life most inspire her, how she plans to evolve the line, and who she's dying to dress.
Betro Simone is a relatively new label. What are its origins?
I have always designed under other brands and manufacturers, and wanted to create a line that I felt was missing and that I wanted to wear as well. I never put something in the line that I wouldn't wear. I wanted to create an LA-based line that was a fashion staple and not trend-driven (fast fashion). I also have a strong background in wash and print as well as art and wanted to fuse that in by creating new looks and treatments. Almost exactly one year ago I launched with a summer capsule that was picked up immediately for Nordstrom.
Tell us a bit about your customer. Who is she?
The Betro girl is definitely fashion forward and knows what's going on. She has an effortless sense of style. She wants to look sexy and feminine but as the same time is understated. The designs, colors, and prints are modern—even masculine—but they're juxtaposed against feminine silhouettes.
The brand prides itself on being very Angelean. What aspects of LA life inspire the designs?
I am constantly inspired by art. I also pull inspiration for color and treatments from my surroundings. I think the fact that we have so much going on here: a downtown, an art and music scene, the beach, Art Deco—it makes for a line that can be versatile. LA is modernist but people forget that and always think "beach-boho." Our architecture, art, music, and progressive thinking sets us apart from New York and overseas.
Your collection is very breezy, which works well for this area! Should we watch our for any additional designs for cooler climates?
The line is focused on warmer stores for now, but I'd love to eventually expand into sweaters and outerwear. That said, our first Holiday line ships at the end of the month and I have to say it's probably my favorite collection thus far. We have introduced heavier weight fabrics and expanded the knits so look out for origami-folded skirts and mini dresses. The color palette is dark with unexpected pops of colors. The print story is really cool because it's entirely abstract, much in the vein of Peter Seville, one of my favorite graphic artists.
Who are some celebs you'd love to see rock a Betro Simone garment?
Chloe Sevigny, Emma Roberts, Gigi Hadid, and Chan Marshall of Cat Power.
If the brand had a song to represent its #currentmood what would it be?
"Flame" (the Roosevelt remix) by Sundara Karma and "Ceremony" by New Order is always on constant rotation.
Shop Betro Simone online through the brand's website here, as well as in select Nordstrom stores.