Gerbase Is to Direct a Fresh Creative Vision for the Danish Design House’s Next Chapter
Danish silverware and jewelry brand Georg Jensen has announced the appointment of London-based fashion designer Paula Gerbase as its creative director, an appointment that is to take effect immediately.
In her new capacity, Gerbase is expected to shape a fresh creative vision for the brand, oversee the design of all product categories and collaborations, and direct all consumer touchpoints, both virtual and physical.
“Georg Jensen has been integral in its contribution to the greatest design eras of the past century. It has played a pivotal role in the launch of many of Scandinavia’s and the Nordics’ most important designers, artists and craftspeople. It is truly a distinctively Danish house, with quality at its core, and undeniably of its place. I am looking forward to leaning into this unparalleled legacy to craft this next chapter,” Gerbase said.
With a career spanning 15 years in the industry, Gerbase, a former Savile Row tailor at Hardy Amies, launched her fashion label 1205 in 2010. She also served as the artistic director of Hermès-owned John Lobb from 2014-2020. For her first collection with Georg Jensen, she referenced the brand’s extensive 120-year-old archives. The new collection, launched this month, incorporates five motifs that reflect the brand’s involvement in major design movements of the past century. The motifs are reimagined as silver accessories that function as keychains, bag charms, or wearable pieces.
Gerbase, who was born in Brazil and grew up in Switzerland, shades light on her plans to début homeware and jewelry collections that feature an extensive range of materials other than silver in the coming spring.
“Alongside silver, we hold works in glass, earthenware, sculpture, lithography, and textiles, to name a few. It’s an extraordinary trove of materials, mastery of technique, and daring design that has remained hidden for far too long,” Gerbase said.
The designer graduated with a fashion design degree from Central Saint Martins. Following her tenure at John Lobb, she dedicated most of her time to her namesake multidisciplinary design studio, specializing in home goods, accessories, and apparels.