Pleated poplin halter neck gown
“I always just looked at things in a different way. I was really attracted to things that were extraordinary.” Rosetta Getty describes her initial childhood fascination with aesthetics in the face of her hippy upbringing. It’s a fascination that has ultimately led to her most recent undertaking, her eponymously named womenswear brand currently lighting up the rails of some of your favourite boutiques and department stores around the world.
To listen to Rosetta speak is almost to enter a different plain of communication, one in which her deliberate, dream-like annunciations take gentle flight. She weaves a rich tapestry of California childhood moments that, for a listener more readily faced with the relentless grey skies of London, hits all the right notes. You can almost see the soft focus lens flares bouncing off her words as she describes the hippy commune she was raised in, under the loving eye of a hippy mother who just “didn’t understand why aesthetics were so important to anyone, let alone me.” What the commune did indulge however, was Rosetta’s desire to learn how to sew at a very young age. That in turn led to special teen classes at an arts college in Casadina, where she added figure-drawing to her fast-growing repertoire of soon-to-be-very-useful-indeed skills. Her path towards design was temporarily derailed however when she was ‘discovered’ by a fashion photographer who whisked her away to a life of modelling in New York, Paris, Milan… Rosetta was just 14 at the time.
Those whirlwind teenage years didn’t last forever of course and, after an illuminating period running her own successful childrenswear brand (“I did everything - I was the shipper, the cutter, I entered all the orders…”), we eventually arrive at ‘Rosetta Getty’ the womenswear brand. It is a culmination of all Rosetta’s experiences to date, in the way that all the best eponymous brands should possess something inherent to the person they share their name with. Rosetta pairs that instinctive dreaminess and allure of the luxe (she is a Getty, after all) with a meticulous, almost savant-like approach to practical consideration.
Her musings on the inspirations behind her designs frequently return to this: “As a woman, I know there is a certain part of my arm that will look better if I cut the blouse so that the collarbone is showing just so,” she says at one point. Another example: “when I go out for the evening I know that I’m going to need something I can wrap over me that will keep me warm but is also elevated enough to pair with black tie.”
It’s fascinating to hear the way that Rosetta squares these functional considerations with her creative instincts, floating between the expansive mood boards that kickstart each new collection (“last year we were inspired by Yvonne Rainer and Trisha Brown, that whole postmodern dance movement”) and the realisation that in this increasingly small world one must design more pan-seasonally than ever before. This latter decision was inspired by her relationship with her own beloved California, and realising that the lack of seasons she assumed was specific to her home on the West coast, was in fact part of an increasingly “universal consciousness” when it comes to buying clothes.
That very way of expressing herself though - a curious mix of intuitive business acumen overlaid with the hippy sensibilities of her sun-kissed California childhood - that’s what makes Rosetta Getty stand out as a brand and a person. “Look,” she says in her typically laid back, elysian way of speaking, “I am a very practical person. I just happen to be an artist also.”
By James Darton for Semaine.
Pleated poplin halter neck gown
The Surf Shop candle
Sophie zip jeans
Palm jazz cruiser board
California Surfing and Climbing in the Fifties
Brown Leather F444
Farrah bonded denim suit
Luxury body oil
Surf infusion spray
The Surf Club
Beeswax votive 6 pack
Round neck sweater
Seven day moisture mask
Walnut oval bowl
Marble cheese board
Me signet ring, gold
Ode a la Bievre - limited edition, 2007
Set of 4 marble coasters
Rosetta’s essential items offer an insight into her different devotions. Of course there are some eminently stylish picks, from a bag by that must-have brand to a sweater and shoes from her own collection. Look a little closer inside her iconic handbag though and you’ll find nutritious treats for her beloved children alongside an ever-present pen and notebook. You never know when inspiration will strike after all.
A West Coast Wardrobe
“I’ve always been into expressing myself through dress,” says Rosetta. Her personal style perfectly exemplifies her brand: as creative as it is practical, with zero compromise on either side.
Satin wrap top
Surf blow dry spray
Santiossage pool sliders
Joni Sternbach: Surf Site Tin Type
Rosetta's Art Gallery
Like everything in Rosetta’s artfully minimal yet richly realised home, the art that fills her walls and bookshelves is deeply personal whilst remaining somehow so… cool (there’s no other way to put it really. Whether it’s the youth-driven fantasies of Collier Schorr’s fashion photography or counter-culture documentation from recent Frank Ocean collaborator Wolfgang Tillmans, Rosetta proves herself to be both timeless and on-trend in an area beyond design…
Three color silkscreen on Saunders Waterford high white 300gsm paper
22.44 x 29.92 in
Archival pigment print of a color photograph.
11.25 x 11.00 in
Digital pigment print on Hahnemuhle Photo-rag paper
22.05 x 18.70 in
Offset print on Gardagloss 300 g
43.8 x 64.1 cm
EPS foam, hard coat and pigment
111.8 x 121.9 x 22.9 cm
25 x 20cm
Rosetta’s bookshelf is stuffed to the brim with iconic titles by some of modern America’s most revered authors: from Raymond Carver and Don DeLillo to Jeffrey Eugenides and Jennifer Egan. “You are made out of time,” says DeLillo in The Body Artist, one of Rosetta’s picks. The ambiguous double-meaning of such a line so nicely captures the way Rosetta talks about her own creative output through life.
Le temps retrouvé
A visit from the goon squad
The Marriage Plot
The Body Artist Paperback
What We Talk About When We Talk About Love
Life in Los Angeles
“I love travel and I’m excited by it - it’s always good to get out of your comfort zone,”says Rosetta. “There are things you are exposed to that happen organically when travelling.” Her home of LA is nevertheless a constant course of inspiration, despite being so “cozy and safe.” Below are some of Rosetta’s favourite LA haunts.
Surfers journal 23.3
Shark iPhone 6 case
Straight leg jeans
Le crew ribbed cotton jersey top
Rosetta reels off a whole host of beauty and skincare products when asked about her favourites: whether we’re talking hipster toothpastes or Byredo’s sensuous fragrances, each one does it’s job with impactful yet unfussy results.
Scalp Shampoo 250ml
3-wick scented candle 390g
Force de Vie Crème
Atonic thickening spray