Fashion Designer Genaro Rivas Weaves Peruvian Heritage into London's Fashion Fabric

Backstage photos Irene Scioti for Genaro Rivas

As soon as you get on the phone with Genaro Rivas, you immediately perceive the young designer's eagerness, brimming with hope. Before I could fully introduce myself, Rivas assured me his brand harboured a business story deserving of attention. One can tell he's struck by the palpable freshness of someone still at the outset of navigating the intricate tapestry of city life in London.

To his credit, Rivas had recently debuted a collection at London Fashion Week, becoming the first Peruvian designer to achieve such a feat; it's no wonder he's excited. What made him more enthusiastic still, was to share how he had harnessed the skills of East London's local artisan communities to bring his vision to life. His ambition wasn't just to showcase his work but to forge a locally-focused industry with the potential to "positively affect over 100 people through a fashion collection,” he says.

Manufacturing in London poses a significant challenge for an emerging brand like Rivas's, especially given the higher costs of supporting local artisans and reducing environmental impact. While Rivas is hardly the first designer to opt for such a route, by incorporating Peruvian alpaca wool into his collection, he offers something different by ingeniously melding the vibrant energy of East London with Peru's rich textile tradition.

Following this ethos, Rivas aimed to replicate the success of a similar project he had previously launched in Peru, "Tejedores por la Esperanza" (Knitters of Hope), where he collaborated with local artisans in his home county on a variety of products, including fashion, textiles, rugs, and installations. "I strongly believe in fostering a collaborative environment to boost neglected economies," he says.

However, relocating to London unveiled a different ethos. "Developing a collection here, utilising local talent, has allowed me to better understand and integrate into the practices of this region," which he has found invaluable. Additionally, he received support from the Foundation for Future London and Westfield Stratford, which have provided skills development grants.

Beautiful James

Originally from Lambayeque, Peru, Rivas relocated to London in 2022 to complete a master's in Fashion Entrepreneurship and Innovation at the London College of Fashion. His AW24 collection, named "Beautiful James" (after a Placebo song), marked his first venture post-graduation.

The collection perfectly balanced contemporary casual wear with the distinctive London edge, particularly noticeable in the hairstyles and makeup. It boasted a range of versatile, casually styled pieces, many of which highlighted Rivas's Peruvian roots through traditional fabrics he sourced with the help of Incalpaca.

Emblazoned on his t-shirts was an image of Kensington Gardens, captured in a photograph Rivas took during one of the few days he managed to find some respite amidst his hectic schedule leading up to the collection. He explained that the swan in the photograph symbolises regeneration, grace, and balance, borrowing from Celtic tradition.

What does the future hold for Rivas? "Presenting a collection here has left me eager to showcase more. Despite the challenges and high costs, I'm driven to make a mark and demonstrate that fashion is not just about aesthetics but also about purpose and stories beyond design inspiration," he states.

Rivas is keen to maintain his presence in London, further honing techniques that will allow him to bring fresh innovation to his collections while nurturing and employing local talent and importing skills from his homeland. "Introducing new techniques expands their product range, mixing various elements," he says, optimistic about what lies ahead.