Coco Baraer Panazza is the mastermind behind fashion rental platform Cercle, and it was her significant globetrotting that brought the idea to life.
Living across multiple different countries over the last 10 years, Coco knows a thing or two about travelling smart. We dive deeper into her nomadic lifestyle and find out how living out of a suitcase sparked the idea to share wardrobes globally.
What is the first trip you remember taking?
My very first long haul was to Punta Cana in the Dominican Republic when I was a child. I will always remember the white sand, turquoise water, and welcoming locals. Dancing with them and my family to the rhythm of Merengue was a magical way to welcome in the new year.
What’s been your most memorable trip and why?
I tend to travel off the beaten path. I have incredible memories – from dying clothes in Yunnan, hiking in Patagonia, crossing the jungle north of Chiang Mai, horse trekking in Vinales, and hot air ballooning across the Sierra Nevada, to visiting the world’s biggest crystal geode in Andalusia, which is also where I got engaged. But if I have to pick one, my most memorable trip would be to Wadi Rum, Jordan – to camp and ride through the desert with Bedouins. We were up before sunrise and on our horses at the very first light, only returning when the temperature was too high. It is hard to describe in words how magical and fulfilling this trip with my dad was – he’s also an avid horse rider and introduced me to this passion.
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Tell us about the countries you’ve lived in.
I’ve been fortunate enough to travel a lot for studies and work, first in Europe where I lived in France (in quite a few cities), then Freiburg in Germany, Brussels in Belgium, and London and Brighton in the U.K. In 2014 I moved to Beijing in China for my MBA. I then had a small “eat, pray, love” moment where I studied Chinese and trained in martial arts while writing my thesis, before moving to New York where I started working in fashion. I then went full circle and moved back to London in 2018.
What was the idea behind Cercle? How did it begin?
During 10 nomadic years of living abroad, I learnt the value of a ‘less is more’ approach to fashion and style. My lifestyle meant living out of suitcases and borrowing from my close friends and family. My style – and wardrobe – became heavily edited, and I kept only unique and treasured pieces. When I open my wardrobe, I see my entire family and dearest friends. A shirt from my dandy grandfather, a vintage blazer customised by my mother, one-off dresses from my close friends, an artisanal basket from a trip to Colombia. There’s a story to everything. I quickly recognised the advantages of shared ownership, including the huge environmental benefits, and the lifestyle soon became a meaningful way of living, and a passion that I wanted to share with others. I love the idea of living a minimalist lifestyle but with maximum access. Borrowing, or shall I say renting, does this. It’s better for our souls, and better for the environment. And that is how Cercle, from the French phrase ‘cercle d’amis’ or ‘circle of friends’, came about. The name also references the circular economy of style sharing and the positive impact it could have on our environment, because Cercle wants to be more than just a luxury wardrobe rental service. We want to create change through sharing (closets and stories), and expand the idea of ownership into kindness for the environment and our society.
Who’s dream wardrobe would you like to rent?
Jimi Hendrix for his jackets.
The most rented piece on your platform?
Our two top performing pieces currently are our 16 Arlington red silk dress with feathers and our Bella Freud fuchsia velvet tux.
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Where or what is your escape?
The mountains, I’m an avid skier and hiker and love the serenity of the mountains but also the challenge they symbolise. It’s hard to put a word to the feeling when you are there – it belongs somewhere between natural grandeur and spirituality.
What’s the biggest lesson you’ve taken from your travels?
That there is a deeper connection between humans than language. I’ve travelled to very remote places where I was the only foreigner and barely spoke the local language. In those moments, you realise that there is a universal unspoken language of kindness and sharing, and that those two can get you further than you think.
If I could go anywhere tomorrow I’d go to:
The Mandali Retreat Center. I was gifted a silent retreat in Italy for my birthday and the dates fell during the pandemic. I still haven’t had the chance to go but very much look forward to it. The end of year is the busiest time for our business so I’m hoping to escape early next year for some R&R when things slow down slightly.
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How would you spend your ideal afternoon in your home city?
I have moved across six different countries over the past 10 years so it’s hard to pinpoint a home city. I’ve always said that home is where your heart and your people are.
If you could sit next to anyone – dead or alive – who would it be?
Nina Simone. She had such a fascinating life.
Favourite hotel?
Pamela’s in Havana, Cuba. Ok, it’s not strictly a hotel. I met Pamela in a restaurant in Havana and we quickly became friends. She invited us to stay. Her partner, Damian, is an incredible artist and their whole place was a spectacular old colonial ranch-come-art-gallery. We talked great plans for the place over a glass of rum and now they’ve opened it as Havana’s coolest little secret clubhouse.
What’s on your travel playlist?
Gerry Rafferty’s Right Down the Line, Fleetwood Mac’s Silver Springs, Roy Orbison’s You Got It, and Nina Simone’s full discography.
What are your must-have travel picks?
A notebook for me to pencil down ideas as I go, Elizabeth Arden 8-hour cream, Apple Airpods, a hat – my partner and I are big hat collectors, a face mask for when you land, and a little black slip dress to be worn as a dress, or as a top tucked in some pants or as a skirt (I only ever travel with cabin luggage and a shopper handbag so need to be inventive at times!)
Where next?
Warsaw, Poland for Christmas and then Jericoacoara, Brazil for Carnival.
FIRST THING THAT COMES TO YOUR MIND…
Hand-luggage essential?
Everything I need, as I never check-in luggage.
Packing: roll or fold?
Fold.
Inflight book or inflight film?
Both that’s why I love long-haul flights: time for some reading and to watch a few movies!
Music or podcasts?
Music.
Time killer on a long-haul flight?
Watching the sky through the window.
Holiday tipple of choice?
Local wine when available.
Bucket list top destination?
Tibet.
Best shopping gem found abroad?
A pair of artisan earrings from Colombia or a beautiful vintage Japanese Kimono I found in Lisbon – it’s too hard to choose between the two.
Beach or City?
Beach.
Ultimate holiday treat?
Waking up without an alarm.
Any Questions or Tips to add?