Images courtesy of Catherine Ferraro.
Iconic fashion label DERMA Department has been given a total rebranding and now operates as Catherine Ferraro, the name of the designer herself. The boutique brand, which specialises in event wear that celebrates the female form, took on the rebranding as a way of appealing to international clientele.
Catherine Ferraro, the powerhouse behind the label, says her design style has evolved over the years, but her creative process remains constant, and differs slightly from that of other designers, as it begins and ends with the fabric and with the imagination of the designer and her customers.
“Catherine Ferraro is a brand defined by minimalistic elegance with a sculptural, European-inspired edge,” says Catherine, who founded the company in 2018 when she was working as a contractor for various fashion companies in Sydney, and whose ideas came alive from some late-night sketches. The clothes focus on femininity and clean lines, playing with colour and bringing each collection to life with hues that are vibrant and uplifting.
Catherine Ferraro’s main domain is event wear – pieces that celebrate life’s milestones – and she says a lot of her customers come to her after facing some form of adversity.
“There’s something powerful about glamming up and reclaiming your confidence after hardship,” says Catherine. “Seeing that transformation in real time is one of the most meaningful parts of this job.”
The rebranding reinforces the brand’s new direction and international footprint and indicates a turning point in their journey, says Catherine, who explains that expanding to an international market with their distributor meant a full creative overhaul, including a new style guide and new campaign imagery.
In addition to the rebranding, Catherine has also opened a new pop-up store in Norwood, which will be in operation until the end of December. The decision to open the new pop-up store was made when Catherine felt it was time to move closer to customers, into a more suburban location that offered easier parking and a more welcoming atmosphere.
“It all happened very quickly,” says Catherine, with the move taking only days between the idea itself and getting the keys to the store. “I thought with the re-brand, high season for events and Christmas season, we wanted to give our customers the opportunity to come see the rebrand and new collection in person.”
“We’ve just sold our latest collection and are now delivering to stores across the Middle East, London, Croatia, Turkey, Poland, Cyprus and Montenegro — and this is only the beginning,” says Catherine. “It’s incredibly special to achieve this level of global reach while remaining proudly based in Adelaide. Our international expansion is growing faster than we ever imagined, and we’re just getting started.”
Where from here? Catherine says she’s not revealing too much – yet. “We’re in a very exciting chapter of growth, and there are some incredible opportunities unfolding behind the scenes.” Visit Catherine Ferraro online or in their pop-up store in Norwood, and allow yourself to be swept away by the designer’s creative flair and visionary masterpieces. Watch this space!
What: Catherine Ferraro
Where: 240 The Parade Norwood
For more information, click here.
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