36 So Scottsdale! SEPTEMBER 2009

Another season is upon us, and with it, another round of fashion collections. As we looked at all the fun fall fashions, we began to wonder what actually went into creating a collection. So we

touched base with local fashion designer Briana Linea. Here’s her scoop.

BY KIRSTEN JOAN

PHOTOS BY CARLOS ARTURO VELARDE

WEAR WITH CAUTION—A Briana Linea accentuates

your true beauty; confidence is first established

from the heart.” That’s Briana Linea, a local

fashion designer, whose latest collection “Little

Black Dresses” will be showcased at Phoenix

Fashion Week on October 1-3 (http://phoenixfashionweek.com).

Designing a fashion collection is filled with excitement and

continuous hard work. Briana Linea’s start came while designing

custom clothes for her clients. “I noticed the designs I created

had a unique theme, and that’s how my collection emerged.” To

be considered a collection, the designer must gather about 10-15

pieces that can be mass-produced to sell. If you have ever thought

about becoming a fashion designer, dare to have tenacity, perse-

verance and a ton of passion.

Fashion is a business that looks for talent, creativity and

discipline. A collection emerges from inspiration and the techni-

cal ability in drawing to get your ideas expressed. Design is an

art, so developing methods to get your creative juices flowing

is essential. A great start to ignite your creativity is to gather

everything that inspires you and compile it into a scrapbook.

Include any magazine clippings that catch your eye and study

the techniques of the designers you love. One recommendation is

to look for things that you react strongly to—either good or bad.

Designing a Fashion Collection

Some of Briana

Linea’s designs.

SEPTEMBER 2009 So Scottsdale! 37

Those reactions might just give birth to a great design idea! In the

beginning, it is just about gathering ideas that will later inspire

your decisions and determine your collection.

Once you’ve compiled your scrapbook and studied the

techniques of other designers, draw out your designs to get a

perspective of how they will appear on the body’s form. It is best

to spend quality time on this, to clearly define your ideas and

determine your unique design statement. Remember, it is just a

matter of staying true to your passions and having the discipline

to make your visions a reality.

Next, it is important to determine the theme or brand you

want to be identified with. Doing this in the beginning will give

you a solid direction and focus for your collection. Briana Linea

coined her brand after her first and middle name. Briana means

strong-willed and Linea means fashion line in Italian—thus her

designs depict “a strong fashion line.”

“A designer must determine one’s own unique brand for suc-

cess,” she explains.

The collection and determination of a brand stems from the

many ideas you’ve developed, or for some, it is simply just pulling

together all the pieces that you’ve already created.

How does Briana get inspired? “I get my ideas from research-

ing the market on fabrics that will be in style and popular in com-

ing seasons, watching people and staying true to my passions.”

She likes to watch people and is constantly watching to see what

they are wearing, the types of clothing they choose, and what they

are doing at that given moment. It is her way of finding new ideas

to fuel her designs, while keeping her unique style in mind.

Her process for designing her collection begins with buying

high-quality fabric and working diligently to create her designs.

Once the drawings are complete, she meets with her seamstress

and they spend an entire day getting the designs finalized.

“I like it best when my seamstress and I have the same

vision,” she says. The pieces are then sewn and taken to Briana

for a final check. “Sometimes, I even go to the shop and sew with

everyone to be engaged in the making of the clothing.”

If she is preparing for a fashion or trunk show, Briana will

have several extras of each piece sewn for the client or shop who

buys on the spot. Otherwise, she takes an order after the show,

and depending on the number of pieces, the order is usually

completed within four weeks.

Fashion and trunk shows are the best ways to gain exposure

for your collections, she says. “When I do a trunk show, I research

local boutiques that will highlight my types of clothing and

attract a certain type of client to buy the clothing I create.”

Depending on the designer and size of the label, collections

can debut anytime from once a year to four times a year. For

Briana, she is currently debuting one a year. “If I am showing continued on page 38

38 So Scottsdale! SEPTEMBER 2009

Dreams do come

true: Briana Linea.

my collection for one season, I am also working on the next for

the following year…a designer is always working at least a year

ahead.” Briana adds, “In the case of ‘Little Black Dresses,’ it is

good to make a collection that is non-seasonal so it can sell all

year-round, too.”

Briana looks to Chanel, Betsey Johnson and Christian Dior as

mentors. “The fit is most important; I admire designers that make

it look easy.” Her statement is to make clothes that fit a person

well while remaining versatile to wear all day, and still transition

to evening. Her collection “Little Black Dresses” is made of 100%

silk with a breathable cotton lining to highlight every woman’s

curves from petite to plus sizes. She also created and sells a line

of silver jewelry to be “the perfect accessory to wear with a Briana

Linea dress.”

Briana’s path to becoming a fashion designer was not always

clear. She had an interest in fashion, yet thought her career would

be in modeling or acting. After receiving a sewing machine for

Christmas three years ago, however, everything changed. “I made

a dress that night and began designing from that day forward.”

Her talent led to numerous local fashion shows and trunk

shows at Valley boutiques. Now, with an invitation to become

part of Phoenix Fashion Week this October, she is noted as one of

Phoenix’s emerging designers.

SEPTEMBER 2009 So Scottsdale! 39

TIPS TO BECOME A FASHION DESIGNER– Be prepared! 10% of your work is design...the rest is running the business.

– Carry a sketchbook at all times to jot down your ideas as they hit you.

Briana Linea’s collection can be found at www.brianalinea.

com and by attending Phoenix Fashion Week October 1-3. Buy

her designs during the “Freestyle Villa,” open to the public on

October 3 from 10 a.m.-4 p.m.

There’s never been a better time to be a progressive lens wearer.

– Branding/marketing is important, sometimes even more important than the design itself. If you have excellent collections, but no one knows about them, what good is it?

–Network with fashion industry people.

–Read fashion business books.

– If you go to school, ask your teachers lots of questions.

–Write a good business plan.

– Never listen to anyone who tells you that you can’t do something...respect and listen but go out and accomplish your dreams!