The Genaro Rivas AW24 collection, presented at London Fashion Week, marks a defining moment in the trajectory of the Peruvian designer based out of East London. This is the first collection presented on the official BFC LFW schedule by a Peruvian designer in its 40-year history. The collection, entitled ‘Beautiful James’ after the Placebo song of the same name, is a journey of creative self-discovery and collaboration, fusing ideas of renewal and strength with the pursuit of freedom.

Crafted in East London, using Peruvian materials such as alpaca, the collection represents a blending of Genaro’s South American roots with those he has laid down in East London. Contemporary silhouettes are combined with more classical shapes to represent the diversity of the individual but also one’s journey to the true self, and how that manifests through clothing and image. At the heart of the inspiration is the motif of the swan, a symbol of regeneration, grace, and balance, and which in the Celtic tradition represents one’s inner essence.

Importantly, the collection has been created in a very collaborative way, echoing Rivas’s idea that fashion should have a purpose for as many people as possible. Many makers based in both East London and Peru have contributed in some unique way or another, helping to build local communities that come together for the purposes of creative expression.

Earlier today, Rivas met with HRH The Duchess of Edinburgh at his alma mater, The London College of Fashion, to talk her through his collection and his purpose within the fashion industry.

About Genaro Rivas

Genaro Rivas is a self-taught fashion designer and entrepreneur from Lambayeque, a province in the north of Peru. He uses his unique aesthetics and vision to create a wide range of products, from clothing to rugs, art, and installations. With his goal to give fashion a purpose by impacting the lives of others, all his projects have been developed under sustainable and inclusive practices.

Genaro believes in the intersection of artisan craftsmanship, innovation, technology, and arts, and reflects this approach in his work: His pioneering, world-first 3D-printed dress in Peru and Latin-America was selected to be showcased at the Iberoamerican Art Biennial in Spain in 2018, while his social project ‘Hope Knitters’ gave him the opportunity to secure a spot on the MA in Fashion Entrepreneurship and Innovation program at the top-ranked London College of Fashion. As part of his Master’s project, Genaro has been developing the app EWP which aims to generate job opportunities in the creative industries across Europe and Latin America. As an artist and entrepreneur, he is constantly changing the status quo of the industry thriving for equal social opportunities for everyone and a more sustainable world.