For the past two years, Hall's couture Charmosa Swimwear line has had a large fan base that includes Bay Area sun worshipers, members of the fashion industry, beauty pageant contestants and the Oakland Raiderettes. Now the Brazilian-born Hall is poised to receive international acclaim for her designs, as she competes to earn the title of "Designer of the Year" during Phoenix Fashion Week 2014.
Each year, the Fashion Week team travels across the U.S. to identify the 10 best emerging designers. Hall was among the 300 fashionistas whose work was assessed by the team, and became one of 14 finalists to be named "Emerging Designers of the Year." Since she made the cut in June, Hall has joined her fellow competitors in a four-month apparel "boot camp" requiring the completion of a number of challenges presented by the Fashion Week.
The winner of the Emerging Designer Contest will be announced on the closing night of Phoenix Fashion Week in October. If Hall's name is called, she will receive a prize package valued at over $10,000 in goods and services that will help launch the Charmosa brand on the global stage.
Winning the title would cap a long career in fashion that began when Hall was a young model in Brazil. Prowling the catwalks and appearing in print ads, Hall became enamored with material, cut and design. "I saw how wonderful a piece of fabric could be, how each designer had a way of fitting a garment," Hall said. "That's when I really fell in love with fashion."
For a time Hall and her sister ran a boutique in Brazil, selling men's and women's resort wear. Then Hall met the man who would become her husband, moved to the San Francisco Peninsula and settled into married life. She was still struggling to learn English in 2006 when she happened to drive past an empty storefront in Menlo Park. When she took a closer look at the site, her thirst to work in retail came flooding back. By the end of the year, Charmosa (Portuguese for "charming") was a flourishing boutique.
Initially, Hall sold swimwear made by Brazilian designers. But she soon glimpsed a market for higher-end garments. "In Brazil I'd known an artist who did hand-painted dresses. I thought it would be really fun to create a line of hand-painted swimwear that was very couture, and very unique," Hall said.
In no time, Charmosa's single dressing room could barely accommodate her customers; typically, the line to get into the room stretched the length of Hall's store. For two years business thrived, and Hall moved to larger quarters in downtown Palo Alto. But when the nearby Walgreen's caught fire, the street closures required during the subsequent reconstruction wreaked havoc with many small establishments. Within a year, by then dealing with an extremely difficult pregnancy, Hall opted to close her doors.
"I was very sick, and my doctor put me on six months of bed rest," she noted. "Then I had my baby, and thought, 'OK, I'm a mom now.' I ended up taking four years off from work completely."
In 2012 a friend invited Hall to craft some pieces to be included in a fashion show in San Francisco. Almost overnight, Hall's creative juices were once again flowing. "I really do love fashion," she admitted, laughing. "I realized I couldn't just be a mom all of the time. Everything started over in another wave that couldn't be stopped. Two years later, here I am."
Hall's son is now 5, and in deference to her status as a working mom, she's chosen to focus on wholesale versus the demands of a retail establishment. These days, her one-of-a-kind bikinis, tankinis, one-piece suits and cover-ups--each of which is handmade, hand-embroidered and features Hall's trademark colorful lining--can be found at select boutiques throughout California, and Canadian outlets will soon carry the Charmosa line as well. In Los Gatos, fellow Brazilian Claudia Diniz offers Charmosa garments at Viva O Sol.
When Hall is in the neighborhood, she's more than happy to assist with achieving the perfect fit.
"I definitely enjoy being in the store with Claudia, because then I can really help the customers figure out what works best for their bodies," Hall said. "While I don't alter any of the patterns, by changing a couple of the features--like the ties or straps--it's much easier for a woman to be comfortable when she's wearing one of my designs."
Hall just wrapped one of the last (and biggest challenges) on her quest to be named Designer of the Year: At an exclusive fashion show and trunk sale held in Arizona on Aug. 8, Hall and her 13 competitors provided sneak peeks of the looks they'll show during Phoenix Fashion Week in October. With an audience of select buyers, media and VIPs on hand to preview the designs, Hall said it was ideal practice for the Fashion Week showdown, when over 60,000 fashion industry buyers and aficionados are expected to critique every garment.
"It was very scary, and very exciting," Hall revealed. "I'm confident in what I do, and I believe people will like my designs. But still, behind the scenes ... well, we all go a little crazy. Right now it's all a wonderful learning experience."
Phoenix Fashion Week will name its Designer of the Year on Oct. 4 at Talking Stick Resort in Scottsdale, Ariz. Viva O Sol is located at 104 University Ave. in Los Gatos. For more information about Charmosa Swimwear, visit charmosaswimwear.com.
