Boyfriend/Girlfriend: Rachel Pally's New Concept

Rachel Pally is launching a lifestyle concept with her new line, Boyfriend/Girlfriend. Created in collaboration with her boyfriend, Kevin Circosta, the new line evokes the carefree lifestyle of the couple, who reside in sunny Los Angeles.

Jersey girl Pally is known for her 8-year old collection of sophisticated jersey pieces. Circosta is a free-lance designer and consultant and formerly owned Change, a men’s T-shirt and denim company. Boyfriend/Girlfriend is a re-creation of comfortable, relaxed clothes designed for the interchangeable look of a boyfriend and girlfriend.

The pair both serve as muses for the brand and are featured in the lookbook, which has a “Summer of Love” theme. Imagery depicts the couple on a typical weekend in Los Angeles enjoying activities such as shopping at the farmers market, hiking in Griffith Park, playing guitar, having a picnic and hanging out in the backyard with the dog. “We wanted to capture a moment,” explained Circosta. “We want people to want the feeling and not just the shirt,” added Pally. “It’s a lifestyle brand [so] instead of it just being models on a background we wanted to show that it is a lifestyle,” she explained. Pally feels the carefree attitude of the shoot will appeal to the consumer. “[When] you look at a picture of people wearing matching flannels on a picnic with a dog you can’t be mad. It has this uplifting, silly, tongue-in-cheek attitude, and there’s something really pleasant about it,” she explained. It may be a lighthearted concept, but the pair are backing it up with quality product. The collection—which includes plaid shirts, comfortable graphic printed tees, and easy French terry boleros and peacoats—was designed with comfort and fit in mind.

The concept was created organically when Circosta was looking for great-fitting clothes and Pally found herself borrowing her boyfriend’s woven shirts and flannels. The interchangeable look for men and women evolved from there with styles to fit him and styles for her. The launch is backed with Rachel Pally’s brand reputation and the firm footing of her company. “It’s definitely easier when you already have a business model to sink it into,” Pally said. Circosta’s artistic vision and technical ability complete the equation.

A small capsule collection launched during the Los Angeles Fashion Market in March and so far has been picked up by Shopbop. For now, the line includes tops but may evolve into a larger collection for Spring. The shirts fit well, are vintage washed, soft and broken in, and colors are muted and subdued. There is also a touch of ethnic inspiration. An oversized T-shirt and scarf features the brand’s pyramid logo. Other styles include chambray shirts, henleys, an epaulet crew top and a cowl-neck hoodie. Cotton tanks, tees and cardigans are wholesale priced from $36 to $54, woven shirts are $75, and the French terry pieces range from $63 to $77. A women’s tank is $36, the pyramid top is $42 and the men’s cardigan hoodie is $68. For more information, call (213) 627-8039.—N. Jayne Seward