IN CONVERSATION WITH ISABELLA PROCIDA
interview by JANA LETONJA
From starring in hit TV series to launching a fast-growing fashion label, Isabella Procida is building a career that spans entertainment, entrepreneurship, and digital storytelling. Best known for her roles in Rock Island Mysteries and Darby and Joan, she’s now making her feature film debut in Death Keeper, a romantic sci-fi drama set to premiere in Los Angeles after its UK release. Off-screen, Isabella is the founder of BeLo Classics, a vintage sport-inspired womenswear brand that’s already attracted a loyal following. With more than 1.7 million followers across social media, she’s become known for sharing an authentic mix of acting, fashion, and everyday life.
photo credit: KATE ROSENBERG
BeLo Classics was inspired by your love of vintage sportswear. How did the idea first come about?
I’ve always been drawn to timeless pieces that feel effortless but still elevated. I spent a lot of time in my life obsessing over film and old school silhouettes, which started BeLo Classics. I would just draw designs, and then I went to get them sampled so I could wear them, and people started asking where the pieces were from. I wanted to create pieces that felt like they could live in your wardrobe for years instead of just one season. I can rarely find anything I want to wear that’s not vintage.
The first bag releases sold out within 48 hours. Did that success surprise you?
It honestly meant so much. When you spend time on something you love behind the scenes, you never really know how people are going to respond. Seeing the support from my community and girls following me was amazing. More than anything, it confirmed that people connected with the vision, and that’s what I was hoping for from the beginning.
What have been the biggest lessons from launching your own fashion brand?
Perfection is the fastest route to failure. You will never feel 100% ready, but do it anyway.
images courtesy of BeLo
What role does confidence play in fashion, and how do you hope your brand makes women feel?
I think confidence is everything. No one likes to go out and feel bad or uncomfortable. I create all items to fit to the women’s body shape. I think it’s the most important part. I find a lot of brands don’t understand the shape of the female body, so I really hope the girls feel that when they wear BeLo.
As someone with such a strong online presence, how do you deal with pressure and expectations on social media?
I’m not a very online person. I love working, I love the community I have, but I really do put my phone down and spend most of my time with my friends and family.
Because I have other focuses over social media, I guess I get to move away from what people expect of me a lot of the time.
What excites you most about the future of BeLo Classics?
I'm excited for everything about the future of BeLo. I love creating, I love the community, and I’m taking it all in as it’s happening.
