The Why Behind the What
Hello gorgeous!
Welcome to our first of many blog posts!
If you’ve been following along on our journey, you’ve seen that we’ve been teasing our debut Spring/Summer 2022 collection. You’ve seen a little bit of what we’re working on, but we haven’t really gotten into the Why—until now.
It’s no secret that the women’s fashion landscape is heavily saturated with too many options, most of them great, a lot of them lacking. When development on the Spring/Summer 2022 collection began, we asked ourselves, “What do women need?” Then we asked some of you, “What is most important to you when choosing pieces for your curated wardrobe?” The answer was mixed, but one thing that was said most was regarding fit and function. The way a garment fits is often overlooked, as we see mostly in Fast Fashion and Big Box retailers. One of the greatest things about being an independent fashion brand is that we get to focus on the important details: fit and function; and one of the greatest things about working with an amazing factory is that their values are our values. Their priorities are our priorities.
We get to develop pieces that are developed for and informed by you. You lead us by chiming in and telling us what you need, and in turn, we strive to deliver exactly that. Fit is something that we have been working very hard to perfect and while it may be about 95% of the way to perfection our first go-around, we’ll never stop working toward the perfect fit.
Functionality is the second need that we heard the most. You’re not always the kind of woman who carries a handbag 24/7 and that shouldn’t be a problem! Almost every piece has functional pockets, which we have heard our friends complain about not enough women’s clothing having. Why have just the illusion of a pocket if you can’t do anything with it? We don’t know either. We also wanted to create garments that you don’t need help getting into, and one of our favorite details is the keyhole featured on some of our dresses that make it easy to zip yourself up without feeling like a contortionist or needing someone to help you in and out of it. We all have that dress in the back of our closets we haven’t worn in years because it’s just too hard to get on and off without help.
To put it simply, YOU are our Why. It is our mission to offer you beautiful, functional, high-quality forever pieces to add to your curated wardrobe.
We can’t wait to share more about the collection, and there will be a lot more exciting news coming up. Become a part of the family and sign up for our emails and never miss out on exclusive insider-only content!
