BASLER Shops in San Diego

BASLER – Traditional German company with Hollywood flair


He dressed Kim Basinger for the Oscars, created the wedding dress for Jennifer Lopez and had Princess Diana as a customer. We are talking of Brian Rennie, who has been creative director at Basler since 2011. His philosophy – authenticity and originality – brings glamour to a traditional German company.

Founded in Berlin in 1936, Basler today has over 80 single-brand stores in the world. The “king of couture” also has a similarly cosmopolitan outlook. Rennie worked for some 20 years for the Escada luxury label and was then creative director at Gant. Stylistic clarity and a distinctive look are his trademarks. It is therefore hardly surprising that celebrities like Olivia Palermo, the model Franziska Knuppe and opera star Anna Netrebko have been seen in Basler creations. “When a star wears Basler, it confirms to the designer and the company that the label is cool,” says Rennie.

It was no easy matter to gain acceptance, however. “The typical Basler customer used to have a very classical taste in fashion. There was a considerable furore at the beginning,” grins the designer, who is looking to develop the premium brand even further. In the meantime even the regular customers are proud to wear a label that a trendsetter like Sylvie van der Vaart also favours.