SUIT UP WITH CHERIDA!
Since the beginning of time, women have been objectified and judged for what they wear, especially in the workplace. Throughout history, the majority of professional environments have been mostly occupied by men. It is only much later that women broke through this previously inaccessible space, transforming the workplace.
Staiy was in conversation with Cherida Patterson, the founder of CHERIDA, who set up the brand back in 2018 to empower women in the corporate world. Cherida takes us through her cathartic exploration of combining confidence and power with style and quality in her ethically produced business wear.
Q. Why custom-made suits?
If you look at the current market for women’s tailored suits, it is significantly more limited than the range available to men. That’s because women’s bodies vary so much more so it’s harder to create a piece that is adapted to all these shapes. I knew that I wanted to focus on women’s position in the corporate landscape. And I think that customers want something personalized and customizable. It’s really about creating this one-on-one experience with the garment, like you’re learning to fall in love again. Wearing something bespoke really gives you that feeling because it builds that emotional tie with what you’re purchasing. Ready-to-wear, on the other hand, is part of a fast-paced, consumer lifestyle where you buy something, wear it, and then get bored of it after a few uses. That doesn’t fit into my brand’s ethics. It’s up to the customers to love the clothing, but if they buy ready-to-wear, there is less of that personal, emotional attachment. Ultimately, I want to change consumer behaviour in that sense, to drive a healthier fashion ecosystem. I think it’s so beautiful and empowering to have something tailored or customized to suit your own body because it shows us that all bodies are amazing in their own way.
Q. How would you describe CHERIDA in three words?
Innovative, accessible, and sexy! Innovative and accessible, because we offer our garments and tailoring services online, which is actually quite challenging compared to the traditional process of tailoring. And sexy because I want to make women feel gorgeous in their suits.
Q. Could you give us a sneak-peek on what we can expect from your next collection?
I would definitely say, you can expect a lot more vibrant colors. I truly believe that tailored outfits don’t have to be the office standard black and blues. CHERIDA is constantly evolving. We’re currently looking to expand beyond corporate attire. So, be prepared to channel your inner boss lady not just at work but at home and for every occasion in between!
Interview & Written By: Srishti Narang
Disclaimer: The article is extracted from Staiymagazine.com. Click on the link Staiy to read their online magazine.