In the infinite loop of fashion weeks, pressing pause to recalibrate can be a tough decision, but it’s exactly what Prisca Vera Franchetti, the founder of Priscavera, decided to do for the fall 2024 season. Instead of taking on a Manhattan venue, she escaped to Atlantic City to shoot her latest collection, which seemed fitting given the many closed-until-further-notice signs on several buildings in the waning city. Unlike the declining destination, Priscavera’s strategic hiatus from the chaotic frenzy paid off, giving the designer an opportunity to be a bit more intentional with her designs.
“We’re mostly known as a destination for sexy, flirty dresses for a younger customer,” Franchetti said. “But right now I’m really starting to think of the collection as a full wardrobe instead of just a go-to for a night out.” The difference was immediately evident as the first look was eerily similar to last season’s opener. Instead of using a printed fabric, Franchetti reworked the look in solid beige tones, luxurious soft textures, and updated, restrained styling. Her usual graphic tank tops and sandals were the axed to allow a coordinating shirt and elegant boots to take the spotlight. “This season I really wanted to build a full wardrobe that’s not just about dressy versus casual, but is about having something to wear for every emotion, whether I want to go out into the world looking polished or I want to feel cool and laid back,” Franchetti said.
Still, Franchetti didn’t completely forget about her core customer. She’s still there for the saucy girls who turn to her for a fiery look. There were plenty of micro minis, but now in a range of mood-capturing colorways and fabrics. And she didn’t completely abandon her peek-a-boo pieces. They simply matured with help from luxe fabrics worthy of the investment. Franchetti also had fun with longer lengths, like a ruffle-trimmed midi skirt in a slightly sheer fabric and a polished pencil skirt with a high slit and lace-up finish. The entire collection was a gradual evolution that still retained the brand’s DNA. Teetering on the line of reinvention and staying true to your core can be tough, but Franchetti did it with ease.
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