BRAND SPOTLIGHT
With Intention: Inside Denise Larochelle
At Fashion Studio No.5, we believe every brand has a story beyond the final garment.
With our new Brand Spotlight series, we want to highlight the designers and founders we work with, sharing not only their products, but also the realities of building a fashion brand: the learning curves, development process, creative decisions, and everything in between.
For our first feature, we sat down with Vancouver-based sisters Emma and Halle Berwick, founders of DENISE LAROCHELLE, a brand rooted in intentional living, elevated essentials, and thoughtful design.
On intentional living, product development, and building a fashion brand from the ground up.
Introducing DENISE LAROCHELLE
FS#5:
How would you describe DENISE LAROCHELLE?
Emma & Halle:
“Anchored in thoughtful living, we believe there is a strong connection between self-care and self-expression, and how we dress each day is a reflection of a life lived with intention. Founded by west coast-born sisters, Emma and Halle Berwick, Denise Larochelle designs matching pieces for women who live well.”
Starting the Brand
FS#5:
What pushed you to start the brand and Why?
Emma & Halle:
“We started this brand from a shared belief that getting dressed is more than routine, it’s a reflection of how we want to feel and how we move through our lives. As sisters, we’ve always been drawn to both wellness and fashion, and over time we began to notice how deeply connected they are.”
“We felt there was space for clothing that speaks to that connection; pieces that aren’t just worn, but lived in.”
Identifying the Gap
FS#5:
What problem or gap were you trying to address?
Emma & Halle:
“We saw a gap for clothing that supports a lifestyle rooted in well-being and intentional living. We were drawn to the simplicity of a matching set — something that feels complete, elevated, and removes the friction from getting dressed.”
“At its core, we wanted to create pieces that make getting dressed effortless, while helping women feel grounded, confident, and like themselves.”
The Development Process
One thing we appreciated while working together was how intentional Denise Larochelle approached development. Nothing was rushed. Every sample was tested, refined, and reconsidered until it felt right.
FS#5:
How did the pieces evolve from the initial concept to the final product?
Emma & Halle:
“Our initial idea evolved a lot once we had spent months actually wearing the product ourselves.”
“We made many changes throughout development and sampled the pants at least four times, making intentional iterations with each version. For example, we adjusted the silhouette from a wider leg to a straighter leg pant, changed the fabric from a lighter ponte knit to a mid-weight ponte, and extended the length to create the perfect cropped fit on a taller woman.”
“For the t-shirt, we refined the proportions to create the perfect drop-shoulder effect for a more elevated, fashion-forward appearance.”
Learning Through Sampling
For newer designers, this is an important reminder that development is rarely linear. Even the simplest-looking garments often go through multiple rounds of adjustments before production.
FS#5:
What surprised you most about the process?
Emma & Halle:
“One thing that always surprises us during development is how even the smallest tweaks could completely change the appearance or fit of a garment.”
“Tiny adjustments can make such a big difference, and that gave us a whole new appreciation for the level of detail involved in the process.”
The Details People Don’t See
FS#5:
What details ended up mattering more than you expected?
Emma & Halle:
“Some of the smallest details ended up mattering the most.”
“Things like using a black elastic inside the waistband of our black ponte pants so that white elastic wouldn’t show through, carefully considering label placement, or deciding how each garment would be finished all made a huge difference in how polished and elevated the final product felt.”
“We learned that the finishing details can completely change how a garment looks and feels.”
Advice for Emerging Designers
One of the most valuable takeaways from this conversation was their perspective on starting small and staying flexible during the early stages of a brand.
FS#5:
What has launching the brand taught you?
Emma & Halle:
“Launching this brand has taught us relentlessness, and the importance of building a community. It’s also reinforced the value of having a clear ‘why’ behind everything we do.”
FS#5:
What’s something you’ve learned through production?
Emma & Halle:
“A big part of the process is starting, getting feedback, and continuing to refine as you go.”
“That’s why in our opinion, beginning with low minimums can be so valuable — it allows you to stay agile and make adjustments based on real customer feedback if something needs improving or evolving.”
Final Thoughts
Building a fashion brand is often romanticized online, but conversations like this remind us that good products take time, communication, refinement, and patience.
Working with DENISE LAROCHELLE has been a collaborative process rooted in intention and detail and we’re excited to continue watching the brand grow.
This is exactly why we started Brand Spotlight:
To share the real stories behind emerging brands and help future designers better understand the journey behind the final garment. If you’re currently building a fashion brand or thinking about starting one, remember that every collection begins with an idea, but bringing it to life takes guidance, refinement, and the right production partner.
Ready to start building your brand?
Send us an email and we’ll take it from there.
