(Photo:formal dresses online)While preparing for her honeymoon, Holly Scarsella encountered a packing problem. “I realised that there were no brands achieving the effortless, holiday look on the market at a great price point,” she recalls. Thinking back to her time growing up between London and St Tropez, she had always been inspired by the “effortless yet put-together looks the women would achieve on the beach – and with the most simple, easy-wearing linen pieces from the market.”
Still working full-time as a fashion publicist in a career that spanned working for brands like Puma, Tiffany & Co and Spanx, Scarsella developed her brand on the side and soon secured a loan from the Virgin StartUp Scheme which also offered mentorship. She left her job a week before the website launched in 2015, and was soon pitching to buyers, soon landing retailers like Shopbop and Bloomingdales, and also collaborating on a capsule with Gwyneth Paltrow’s Goop. Citing in influencers as significant drivers of sales, she points to Pandora Sykes as helping the Bardot dress to sell out. With the growth of her label, it has seen Scarsella being listed on Forbes 30 under 30 in Europe within the e-commerce and retailer category.
To top it off, the label is ethically sourced and produced in India, an important tenet for Scarsella who acknowledges the challenges she has had to overcome to ensure that the ethical principles are in place while still maintaining an accessible price point.
The trend for holiday-wear is unabating, with Scarsella pointing to the ease of travel; something that her label Pampelone is well placed to take advantage of. “Whereas in years past a typical person would get excited for one or two big holidays a year, nowadays it’s common for people to fly more often… because of this, we find that people are now looking for a consistently updated wardrobe for the holidays.” She also points to the constant popularity of social media. “We love to share images of our holidays, the gorgeous beaches and the outfits, which in turn creates demand for an ever updated holiday wardrobe.”Read more at:evening dresses online