How does a brand obtain real success, and what metrics should be used to confirm it? While there may not be a perfect answer in the world of fashion, supporters can still celebrate the brands that are making real impact through their creativity.

An AREA collection reads like a roster of the coolest kids in school – fashion edition. There’s the expressive, ruby-red dress with countless dainty heart cutouts, an avantgarde tie-dye look resplendent with tropical shades across a mini skirt and top, and perhaps a shelf of thick bangs or Phantom of the Opera-esque masque as a final flourish. 

The one constant for AREA is experimentation, which is likely a key marker of their breakthrough success and mainstay position in the realm of New York design. For the CFDA, creative director Piotrek Panszczyk, who co-founded the brand with Beckett Fogg, explained how during the pandemic, “we chose to expand our product line by infusing everyday items with our distinct approach to glamour.”

It’s this signature combination that keeps the brand in such a deliciously unique position. Shows are hotly anticipated and not without dramatics (did you happen to notice their latest SS25 invitation, a cheeky take on latex gloves?) and celebrity co-signers might include the sartorially daring such as Janelle Monae or Cardi B. 

“In a world overflowing with excess, it’s crucial to focus on creating something truly special and meaningful,” Panszczyk said, expressing how confidence in one’s principles (whether it be design or otherwise) allows for risk-taking that can lead to growth. 

Making an impact and transcending the noise is key for brand sustainability, which AREA has accomplished through craftsmanship and individuality. As for his advice to other designers in the space, he explained: “When you pour your heart into your work, that dedication shines through in your product, creating an authentic connection that resonates with people.”