Our project started with a simple trademark registration. In June of 2013 the concept of bringing back such an iconic label in the fashion industry seemed like an insurmountable task. Since then our path has taken us from countless emails and meetings with vintage dealers, hundreds of hours of research, meetings with a world class publisher and finally a manufacturer of hand made dresses. When you support the relaunch of Anne Fogarty you are not only helping to bring back an American Fashion Icon you are also supporting the work of a group of dedicated seamstresses whose future depends on this relaunch.
photos & video © Zoe Vincenti 2014
What convinced us to initiate this monumental task was Anne's book "Wife Dressing - The Fine Art of Being a Well Dressed Wife" (a copy of which you can pick up by making a pledge). Her timeless advice and strict adherence to quality fabrics, attention to detail and fine tailoring resonated greatly with us. While fast fashion may have its place in the world we do feel the recent trend indicates a return to classic design and lasting quality. We also felt that Anne Fogarty deserves her place among the great heritage labels still present today.
Before initiating the design process we surveyed close to one hundred vintage dealers. The Anne Fogarty label is extremely popular with the vintage crowd and we felt that as experts of the brand they could give us the best direction in terms of maintaining Anne's vision. Once we began the process we also consulted with a vintage dealer during fabric selection and initial design. We feel the result captures elements of Anne Fogarty's signature designs from both the 1950's and 1960's.
As far as accessories go Anne had two loves: large hand bags and plenty of scarves. While we have not started producing handbags (give us time) we do have several scarves on offer. Our scarf maker, Benjamin Gold of Los Angeles, will be producing for us a line of Anne Fogarty scarves. (Check out our Pinterest page for a few pics of vintage Fogarty scarves) For under one hundred dollars you can get a new Anne Fogarty scarf along with the book, book cover, print and PDF.
For our campaign we have produced a capsule collection of five beautiful dresses inspired by Anne Fogarty's signature designs. She loved attention to detail, hence the small bows on our red cocktail dress. She adored versatility so we designed the gold lurex dress with a sash to be worn any many different ways (so far we have found 6!) Our white cotton fern print is a direct inspiration from a 1950's white cotton dress with paisley print by Ms. Fogarty. The polka dot sheath dress with swing jacket is great for the office then remove the jacket at 5 and you are ready for cocktails! (If you have read Wife Dressing you'll know what we are talking about. Our grey and green floral dress is both a tribute to Anne's 60's styles as it is a nod to her love of making glamorous dresses with plain fabric.
By taking the time to participate in this campaign you are playing an important role in bringing back an important label in fashion history. No pledge is too small and we appreciate greatly your support.
Risks and challenges
While we have already overcome some of the most difficult challenges in re-launching a fashion label such as finding a talented design team and high quality production there are still a few that lie ahead of us. The most important challenge we face once our campaign is completed is distribution. While we expect a successful campaign will give us much better traction with buyers and boutiques we have also already begun talks with several high profile experts in this area for agreements in both the US and Europe.Learn about accountability on Kickstarter
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