Gigi Burris is assembling an army of pillbox hats, and you're invited to join.

      The phrase "funny ladies in funny hats" often crosses my mind during my walks in the Upper East Side. For many years, elegant headpieces and stylish hats have been linked to the glamorous women of the past—those who valued craftsmanship over fast-fashion trends (a guilty admission!) and whose Google calendars overflowed with art openings and charity events, equipped with wit, charm, and a wardrobe filled with vintage treasures. In my view, millinery and the whimsical hats that come with it have long been a domain for women of certain social standing—until I saw my millennial therapist, situated near Dimes Square, log into our Zoom session sporting a tiny pillbox hat. The style reminded me of the glamorous gala attendees I admired on my Pinterest board, prompting me to inquire about its origin. This sparked my fascination with Gigi Burris.

      Established in 2012, Burris's eponymous label was born from a profound appreciation for the rich heritage of women's millinery. There is a hat for virtually every event—whether it's for a trend-savvy editor obsessed with cheetah prints heading to New York Fashion Week, the mother of the bride at a wedding in the British countryside, or a stylish fashion icon experimenting with hats on a new Netflix show (I'm looking at you, Colman Domingo!). With influences from the swamps of Florida and a touch of Parisian elegance, this New York-based brand has been favored by fashion elites for years. It wasn't until pillbox hats began appearing on runways and social media late last year that the general public took notice. Since then, Burris, whose extensive clientele and editorial accolades have made her a prominent figure in the industry, has seen a surge in a new type of luxury customer—one who is deliberate in their dressing and mindful of their wardrobe choices.

      For any independent brand, such a surge in popularity can be daunting. On a call, Burris humorously remarked that her Chinatown shop and atelier resembled a postal office due to the volume of packages being shipped out to meet demand. Nevertheless, Burris and her team have embraced the remarkable growth of her brand with excitement and pride. "We really encourage this new audience to try a hat even if they’re unsure, as it can provide immense confidence. It truly is one of the most impactful style statements one can make," Burris shared with Who What Wear. "And what an honor it is to instill confidence in anyone."

      Below, we discussed the rise of her millinery empire with Gigi Burris.

      For those who may not be familiar with you and your work, can you share your origin story? What attracted you to the millinery sector, leading you to fall in love with hat-making and start your own brand?

      I established my brand shortly after attending the Parsons School of Design. I have always had a passion for the emotional aspect of fashion and enjoyed accessorizing. I enrolled at Parsons to study ready-to-wear, not necessarily to pursue millinery. It was during my junior year, while studying abroad at Parsons Paris, that I became fascinated by the integrity of couture craftsmanship and the artisans behind a maison. I was captivated by the French approach to teaching and creativity. I became enamored with the legacy and artistry of millinery and handwork. After returning from Parsons Paris, I took one of the few millinery classes offered at Parsons, which had only five students. I worked closely with the instructor, Leah Chalfen, who offered me an internship the following summer.

      Upon graduating from Parsons, it was a difficult period to secure a job, so I worked in retail to support my passion for hat-making. When I presented my senior thesis at Parsons, I was nominated for Designer of the Year, and my headpieces garnered attention. Stylists began reaching out for custom commissions. I was able to fully commit to my brand in 2012 and was selected for the Vogue Fashion Fund in 2014, which significantly altered the trajectory for me and my brand by providing industry recognition and fostering relationships with retailers.

      Rich craftsmanship is at the heart of Gigi Burris. I'm curious about how being a handcrafted, small-batch brand influences the brand's story and identity?

      We focus a lot on made-to-order items. Part of our commitment to sustainability is that we avoid overproduction, and since everything is produced locally by hand, our inventory doesn't become excessive. We have a growing bespoke segment for bridal and event wear, which is akin to couture and must be exceptionally crafted. There’s a rich history in our niche of millinery designed for women. Many renowned designers, such as Coco Chanel and Lanvin, began as milliners. They developed their taste, style, and skill in millinery, rooted in handwork, prior to expanding their brands. The romance and history of this craft inspired me to pursue a career in this field. Craftsmanship and preserving skills are essential to me, so alongside my brand