Gooseberry Intimates is more than just a brand; it's a celebration of femininity, empowerment, and ethical fashion. Behind this beloved Bali-based lingerie brand is the founder, Pascale Leclère, whose journey in the fashion industry has been nothing short of inspiring. This Q&A delves into Pascale’s experiences, the defining moments of Gooseberry, and how her vision has shaped a brand that resonates with women worldwide.
What inspired Pascale to start Gooseberry Intimates, and how did her journey in the fashion industry begin?
Pascale’s journey began with a deep-rooted passion for luxury fashion merchandising. Having honed her expertise in global import and export across the fashion capitals of the world, she was always deeply immersed in the trends and styles that define the industry. Seventeen years ago, when Pascale relocated to Bali with her family, she initially stepped back from fashion to explore other ventures, particularly in the spa sector. However, it wasn’t long before she noticed a significant gap in Bali’s retail landscape: there was a lack of refined, delicate lingerie options that catered to the modern woman’s desire for both comfort and elegance.
This realization sparked a personal project—Pascale began designing intimate pieces for her own collection. What started as a passion project soon evolved into something much greater. Her designs caught the attention of those around her, and she saw the potential to introduce a new kind of lingerie to the island. Thus, Gooseberry Intimates was born, with a mission to celebrate the art of femininity through beautifully crafted, comfortable pieces.
What was the pivotal moment in Gooseberry's journey that defined its direction and success?
A pivotal moment in Gooseberry's journey came about a year after the boutique in Bali opened. The brand had already garnered a loyal following on the island, but a visit from an Australian influencer truly defined its path forward. Captivated by the craftsmanship and aesthetic of the collection, the influencer offered a simple yet transformative piece of advice: “You need to get on Instagram.”
At the time, social media was just beginning to reshape the fashion industry, offering brands a new way to tell their stories and engage with audiences. Enthralled by the idea of reaching a broader audience, Pascale eagerly embraced this platform. She took charge of curating a visually captivating Instagram feed, featuring Gooseberry customers wearing its pieces, and soon began organizing photoshoots with models and photographers.
The response was overwhelming. The Instagram account quickly gained momentum, attracting a global audience and establishing Gooseberry as an internationally recognized brand. This moment of social media-driven success expanded the brand's reach while solidifying its identity as a brand that resonates far beyond the shores of Bali.
As a women-led, family-owned brand, how do personal experiences and values shape Gooseberry Intimates?
Gooseberry Intimates is truly a reflection of Pascale’s personal experiences and values. The brand was born out of her own need for intimate apparel that combined comfort with sophistication, ensuring that every piece is meticulously designed from a woman’s perspective. This personal approach has always been at the heart of the brand’s designs—by women, for women.
As Pascale’s daughters, Chine and Adela, joined the business, the creative direction evolved to include fresh, youthful energy. This intergenerational collaboration has allowed Gooseberry to create lingerie that resonates with women across generations, staying attuned to the diverse and dynamic needs of modern women. Each design reflects a balance of timeless elegance and contemporary flair, ensuring that Gooseberry remains relevant and beloved by women of all ages.
How do local artisans and the unique Bali environment influence the design aesthetic and production process?
The artistry and craftsmanship of Bali have been integral to Gooseberry's design aesthetic. Indonesia, and Bali in particular, are renowned for their rich cultural heritage and exceptional craftsmanship. The intricate detailing in local textiles and the artistry of Bali’s artisans have inspired the brand from the very beginning. This environment has enabled Gooseberry to develop beautifully crafted styles that emphasize quality and attention to detail.
Access to world-class artisans, especially those skilled in working with lace, has allowed Gooseberry to create pieces that are true masterpieces. Additionally, Bali has evolved into a cultural melting pot and a fashion destination in its own right. With thousands of visitors and fashion influencers from around the globe, the brand is exposed to a diverse array of trends and styles, all within its own little world. This vibrant exchange helps Gooseberry stay attuned to the global fashion landscape and refine the aesthetic of each collection, ensuring that the brand remains both locally rooted and globally resonant.
What does empowerment mean to Pascale, and how does this play into Gooseberry Intimates empowering the women who wear the designs?
For Pascale, empowerment begins with designing pieces that she loves—pieces that make women feel confident, chic, and connected to their sense of self-love. Her goal is to extend this feeling to every woman who wears Gooseberry’s designs. Pascale wants each piece to be more than just clothing; she wants it to be a source of empowerment.
When a woman slips into one of Gooseberry's styles, Pascale wants her to feel beautiful in her own skin, to embrace her unique beauty, and to radiate that inner glow that is uniquely hers. The designs are crafted to foster confidence and celebrate individuality. Pascale believes that when a woman feels good in what she’s wearing, it enhances her sense of self-worth and empowers her to face the world with poise and assurance.
What sustainable practices does Gooseberry prioritize, and why are they important to the brand's identity and mission?
Sustainability is at the core of what Gooseberry does. From the beginning, the brand has embraced the principles of slow fashion, producing only what is needed and minimizing waste. The designs are mindful, the collections curated, and a conscious effort has been made to reduce plastic usage. By working closely with local artisans and embracing Fair Trade practices, the brand ensures that its production processes are sustainable and contribute positively to the local economy.
Gooseberry has also taken steps to offset its carbon emissions, aligning with its commitment to environmental responsibility. These practices are not just a part of the process; they are integral to the brand's identity. Pascale believes that fashion should be beautiful, ethical, and responsible, and Gooseberry strives to lead by example in the industry.
What are Gooseberry Intimates' goals for the next five years, and how will the brand differentiate itself from larger competitors?
Over the next five years, Pascale's focus will be on growth—both in terms of product diversity and operational capabilities—while staying true to the core values that have defined Gooseberry from the start. The brand aims to expand beyond its original collections to include a broader range of products, with a particular focus on outerwear. This move allows Gooseberry to offer its customers more versatile options while staying true to the elegant and playful aesthetic that the brand is known for.
Pascale also plans to expand the Bali team, bringing in new talent to support the brand's growing operations. This will enable Gooseberry to enhance its design process, streamline production, and provide even better service to customers while maintaining the close-knit, family-oriented work environment that is integral to its identity.
Most importantly, Pascale remains committed to operating Gooseberry as a small, family-run business without outside investment. This approach allows her to retain full control over the brand and make decisions that align with her values and vision. Unlike larger competitors who might be driven by investor interests, Pascale is dedicated to staying true to herself and her customers, ensuring that Gooseberry remains a brand that is authentic, personal, and reflective of her passion.
What advice would Pascale give to women aspiring to start their own fashion brands or businesses?
Starting a fashion brand or business is an exciting journey, but it’s also one that requires passion, resilience, and a deep connection to one's vision. Pascale offers the following advice to women aspiring to venture into this field:
- Stay True to Yourself: In the world of fashion, it's easy to get swept up in trends and external pressures. However, designing pieces that don’t resonate with personal style can lead to burnout. Pascale advises always creating what one loves and would wear themselves; this authenticity will shine through in the work and attract like-minded customers.
- Be Proud of Your Work: Confidence in one's creations is key. Pascale suggests utilizing social media not only as a platform to showcase designs but also to connect with the audience. Engaging with followers, gathering feedback, and using it to refine the brand are essential steps in building a successful fashion business.
- Listen to Your Customers: Customer feedback is invaluable, but it is essential to strike a balance. While adapting to constructive criticism can help in growth, Pascale advises not to lose sight of the original vision. The brand should be a reflection of the creator's unique essence, so staying grounded in what makes the designs special is crucial.
- Prepare for Hard Work: The fashion industry is glamorous from the outside, but behind the scenes, it demands long hours and unwavering dedication. Pascale emphasizes embracing the grind, knowing that each step brings one closer to building something meaningful.
This Q&A provides a glimpse into the life and vision of Pascale Leclère, the driving force behind Gooseberry Intimates. As the brand continues to grow, it remains dedicated to empowering women, celebrating individuality, and leading by example in sustainable and ethical fashion.