Gabriela Dias Collection
Role: Founder, Designer & Creative Director
Sector: Fashion / Retail
Dates: 2010–2017
Project Overview
I founded, designed, and directed the Gabriela Dias Collection—a luxury swimwear and resortwear brand—from 2010 to 2017. Known for handcrafted detail and refined silhouettes, the line blended sensuality with sophistication and earned four consecutive Sports Illustrated Swimsuit features, including the 50th Anniversary Edition with Kate Upton on the cover. My designs were worn by top talent and regularly featured in U.S. and international press, helping establish the brand’s visibility across fashion and lifestyle media.
We launched in premier boutiques across Brentwood’s Montana Avenue, Abbot Kinney in Venice, and Fred Segal’s Santa Monica and La Cienega locations—each known for curating luxury fashion and lifestyle brands. The collection was also stocked by select retailers in Beverly Hills and SoHo, Manhattan. I was approached by Intermix to explore wholesale partnerships, but chose to retain full creative and financial control, opting out of consignment-based mass production to preserve exclusivity and direct client relationships.
I often wore pieces from the collection during interviews and on-camera appearances—including CBS features and television segments—which helped organically reinforce the brand’s identity and visibility. I directed video storytelling well before social platforms prioritized it and partnered with local businesses—including tanning salons and med spas—to host community activations that expanded brand reach. Strategic gifting to celebrities and tastemakers led to key editorial placements. Every piece was manufactured in Brazil in collaboration with women-led artisan groups, reinforcing my commitment to quality and ethical sourcing.
The brand was formally retired in 2017 as I shifted focus toward creative producing and philanthropic storytelling through Dias Entertainment and The Gabriela Dias Foundation. My first feature film premiered on Amazon Prime Video and Apple TV+, and I’ve continued to build on that work through select media projects and fashion consulting as a creative director on retainer.
Brand Challenge
I set out to create a luxury swimwear and resortwear line that offered more than trend-driven design—prioritizing handcrafted quality, elevated sensuality, and a refined visual identity. With no outside investors or production shortcuts, I managed every stage independently, from sourcing artisan materials in Brazil to overseeing packaging and brand presentation. The challenge wasn’t just to launch a beautiful collection, but to position it as a serious contender in a saturated market—trusted by stylists, editors, and tastemakers, while preserving creative control and direct relationships with every client.
Creative Approach
My creative direction centered on visual storytelling—shaping each season to feel cinematic, aspirational, and unmistakably personal. I oversaw every element from concept to final delivery, including casting, styling, location scouting, and post-production. The vision was rooted in Brazilian elegance and emotional resonance, blending sensuality with a quiet confidence that stood apart from seasonal trends. Rather than chase what was current, I built an aesthetic language for the brand that felt timeless, editorial, and intentional—designed to live across lookbooks, press features, and lifestyle content with equal impact.
Results
The Gabriela Dias Collection was featured in four consecutive Sports Illustrated Swimsuit issues, including the 50th Anniversary Edition with Kate Upton on the cover. My designs were worn by Emily DiDonato, Genevieve Morton, and Cintia Dicker, and photographed by industry icons such as Raphael Mazzucco, Yu Tsai, and Walter Chin. Each feature helped amplify brand visibility across global fashion media, with the 50th edition alone reaching an estimated 70 million viewers across print, digital, and broadcast platforms.
Beyond Sports Illustrated, the line appeared in prominent U.S., Brazilian, and European publications—earning coverage in seasonal editorials, summer trend features, and curated luxury roundups. Signature pieces like the embroidered crochet sets and sheer resort layers became standout favorites, reinforcing the brand’s presence in the high-end swimwear space.
Initial stockists included Fred Segal Hollywood and curated boutiques along Montana Avenue and Abbot Kinney. As traction grew, I expanded into Beverly Hills and downtown Manhattan storefronts. While approached by Intermix for broader retail placement, I declined mass distribution in favor of maintaining exclusivity and production integrity through direct-to-client relationships.
Throughout the brand’s lifespan, demand was fueled by organic press, word-of-mouth, and limited-edition releases—often selling out within days of launch.
Reflection
Running Gabriela Dias Collection gave me the space to merge creative vision with business strategy—building a brand that was as intentional in design as it was in execution. From sourcing artisan-made materials in Brazil to scaling seasonal collections internationally, I learned how to lead with aesthetic clarity while managing production, marketing, and growth. That experience sharpened my voice as a storyteller and solidified my ability to direct both brand identity and content with precision. The lessons from those years continue to shape how I approach creative direction and brand development across industries today.
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