Leah Bernal on all things French Fashion
The Leah Bernal Agency has been representing French Fashion brands in the UK for over 25 years
With Paris Fashion Week kicking off next week, there is no better time than now to catch up with Leah Bernal. Owner of The Leah Bernal Agency, Leah has been working with retailers and leading brands for over 25 years. Here, we discuss all things fashion, a typical day in the life and why she thinks French fashion brands have such an enduring appeal.
You run a very successful fashion agency, tell us a little about your background and how you ended up creating an agency?
In the late 1980s I started a small business with my mum, designing and manufacturing men's shirts. We worked with some great UK men's shops and often saw musicians wearing our shirts on Top of the Pops. I oversaw sales, which was the first step to starting my own fashion agency. My first agency collaboration was with Christian Dior Lingerie, which was a baptism of fire, as the brand was sold to major department stores; Harrods, Harvey Nichols, Selfridges, Fenwicks of Bond Street, as well as independent lingerie shops such as Rigby and Peller.
What is the best thing - and the worst - about running your own agency?
Working with lovely retailers, many of whom I have known for years, is without doubt the best thing about running the agency. Obviously working with beautiful product is a bonus. The worst is navigating the ups and downs of the industry, particularly the challenges that have come our way post Brexit.
Has the industry of fashion always been an area that has inspired you - and if so why?
My mum worked in the industry, so I grew up around fabrics, patterns, and pins! I remember at a very young age being aware of clothes, colours, silhouettes etc. As I didn’t have the patience to study the technical side of the industry, sales seemed a natural avenue for me.
Part of your job is representing a number of brands, what is your secret to juggling them all?
The brands I represent complement each other; they each have their own DNA and don’t compete against each other; they are all great quality too - this makes my life much easier.
Some of our favourite brands - Des Petits Hauts, Absolut Cashmere, Sacre Coeur etc - are French - do you think this origin helps in their success at all?
France has produced some of the world's most prestigious fashion houses and continues to do so. They have a strong sense of design, combined with a deep knowledge of manufacturing, this has enabled French fashion to evolve and thrive in a competitive world market. The quality of the brands I represent is highly important, the materials, fabrication and styling have all lead to their longevity on the UK market. Des Petits Hauts is 25 years old this year, Sacrecoeur 9 years old and Absolut Cashmere is 7 years old.
French fashion has always been held in high regard, however the industry has celebrated many Scandinavian brands and trends of late, has this impacted any of the French brands you represent at all?
Scandinavian brands are hugely important and do what they do brilliantly. However, I feel there will always be room for covetable French brands on the rails of the UK’s best boutiques.
What makes French fashion, design etc so enduring?
French fashion generally offers understated, extremely wearable pieces, that complement the female form. These combined factors ensure the continued success of French brands within the fashion industry.
What does a typical day in the life look like for you?
During the selling season, my day often starts early and finishes late. Shop owners visit my South East London showroom to view collections and make selections for their shops. Most of my customers buy more than one collection from me, so our appointments can last a few hours. I usually see up to 3 shop owners a day. I genuinely love catching up with my customers, hearing how previous season sales went. Alongside selling next seasons collections, current season deliveries are arriving, so they must be followed closely too.
For those aspiring to get into the industry, what is your main piece of advice?
I would advise anyone starting out in the industry to learn about fabrics and the process of manufacturing. Being able to identify good product and craftsmanship is important. I would also advise educating themselves in the sustainable side of fashion, environmentally friendly materials, and new methods of production, as I believe these issues will continue to become more and more important within the industry.
If you had to choose your favourite Biscuit to eat with your hot beverage of choice what would it be?
Dark chocolate covered ginger biscuit with a cup of Earl Grey - heaven!
SHOP OUR FAVOURITE FRENCH BRANDS
Leah Bernal founded The Leah Bernal Agency over 25 years ago in Central London.
Having been surrounded by fashion and clothing whilst growing up, she started a small business alongside her mother in the 80s manufacturing men's shirting. It was here that her passion grew, working alongside fantastic indie stores and musicians.
Since founding The Leah Bernal Agency, she and her team have supported hundreds of small independent boutiques find the brands that they and their customers love!
