Valery Kaufman is launching Sidera Paris, an astrology-inspired fashion brand created with a well-known designer. Revolve is the wholesale partner, with the brand also distributed on its own e-commerce site.
The name Sidera comes from the Latin word for « étoiles », a reference to Kaufman's long-standing interest in astrology. According to her, the concept crystallised during her honeymoon, after an evening spent stargazing in the desert.
The collection focuses on dresses and swimwear, along with zodiac pendants and jewelry, made in Europe using Italian fabrics. Prices start at $65 for jewelry and $180 for swimwear, while dresses generally range from about $690 to $1,250. A coin-embellished bra is priced at $1,805, and a charm belt at $1,120.
Claimed design expertise
Kaufman, who spent more than a decade working as a model, says she wanted to surround herself with genuine design know-how. « I’ve also never pretended to be a designer. I know what I love, I know how I want a woman to feel, and after so many years in fashion I have a very strong instinct for what feels right, but I wanted real design expertise behind the product. »
She favours a gradual approach to building customer loyalty rather than immediately expanding the offering. « I’d rather have women become obsessed with a few Sidera pieces first and then earn the right to give them more. »
The launch campaign, shot in Saint-Barthélemy, brings together Kaufman alongside models Delilah Belle Hamlin, Shanina Shaik and Ophélie Guillermand. Kaufman herself splits her time between Los Angeles, Paris and New York.
Looking ahead, Kaufman envisions the brand moving beyond occasion wear to encompass a broader wardrobe, potentially including T-shirts and loungewear pieces.
