Annamaria Brivio of Paris Texas on what makes a cult brand

Kendall Jenner, Gigi Hadid, Hailey Bieber, Emily Ratajkowski, and Kylie Jenner. Dare you to name a more iconic and influential quintet of celebrities in the cultural zeitgeist as we know it today. These women, and their shoes, bags, clothes, jewellery, sunglasses, and even boyfriends make seismic waves on the newsreels every day. And when a celebrity like Beyoncé decides to release her album cover wearing a brand, you can hear the cash registers ringing worldwide. Paris Texas, a Milan-based shoe brand, founded by Annamaria Brivio in 2015, is that rare breed of cult brand status that proliferates popular culture and consciousness to become a ubiquitous wardrobe must-have.

But what makes a cult brand? Deep research and a healthy dose of internet sleuthing later, I can share that it takes more than a game of algorithms and perfectly placed celebrity sightings to make a brand reach cult status. For Brivio, who is a former seasoned buyer and stylist, as well as co-founder of multi-brand retailer Norrgatan dedicated to identifying emerging labels globally, and giving them a platform, instinct plays an important role. 

“It takes a robust brand DNA to create a label of the future,” explains Brivio over a phone call from her showroom in Milan. “Of course, staying abreast of trends is important, but it is equally vital to be true to one’s core values. Ultimately, it’s not just about having an attractive product, it is about embodying its essence and identity.” And of course, Paris Texas has this in plentitude. 

The brand takes its name from the two distinct personalities it evokes—‘Paris’ aka elegant, delicate with a certain je ne sais quoi, and ‘Texas’ for its bold, sensual, and boisterous exuberance. In a shoe that looks like the Rosalia Texas Cowboy Boot decorated with delicate white roses, or a chunky yet delicate platform in a python embossed effect. Or in the shape and form of the brand’s latest collaboration with photographer and model Nadia Lee Cohen. “It was very important for us to work with an artist like Nadia because she is the true essence of what Paris Texas is. She is feminine, but also very hard and strong at the same,” says Brivio. 

A WOMAN’S DESIGNER

Brivio shares her notes on building a shoe wardrobe grounded in style and craft.

The Cioccolato Stiletto

“I firmly believe that every woman’s shoe wardrobe should encompass timeless pieces that exude both iconic style, and essential functionality. This is something that is epitomised by our Cioccolato Stiletto boots.”

The Lidia Mule

“A classy, yet alluring, late night style really rounds out a wardrobe.”

The Dallas Boot

“For me, Paris Texas is an attitude. You can wear a very elegant shoe, but with a Texan attitude. For instance, the daytime Dallas ankle boots that are best paired with denim.”

Image credit: Paris Texas

This piece originally appeared in the June-July 2024 print edition of Harper's Bazaar India.

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