Breaking From the Fashion Calendar with Intention with Dana Mortada of dal the label

Fashion expects a lot from designers. It expects you to release new collections at a set seasonal schedule. It expects you to just know the right people and know where to find a good production partner (because as you know, some of the best factories don’t even have websites). It expects you to show up on social media to sell. These expectations can run your life if you let them.  Dana Mortada doesn’t let them. She gave up the traditional wholesale calendar and the pressure that came with it. Her four-year-old brand, dal the label, now releases new capsules on a flexible schedule that works for her. In episode 128, Dana shares how far she’s come by following intention instead of expectations. dal the label is a California womenswear brand redefining modern luxury through elevated essentials. Founded by designer Dana Mortada, the brand focuses on timeless, ethical pieces designed in Los Angeles and made to be worn again and again. Each collection reflects a commitment to intentional design, quality craftsmanship, and a slower, more thoughtful way of dressing. This episode explores: Fitting the customer Why simple designs are harder to fit The marks of craftsmanship that Dana designs for and looks for in clothing Fitting the lifestyle Why Dana doesn’t want the traditional fashion calendar to run her life and instead releases capsules whenever she is ready What makes Dana say dal has come a long way since first launching in 2022 The biggest challenge Dana is trying to solve on the business side Why Dana moved some of her production overseas Fitting the values How long clothes last depends on the designer and the consumer How Dana answers the question of “does the world need another fashion brand?” based on her values People and resources mentioned in this episode: Dal the Label website Dal the Label email Dal the Label Instagram Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

Changing algorithms, the constant time investment, and, with the rise of AI, even more content to compete with for customers’ attention make many of us want to avoid social media altogether. However, it can seem like a necessary evil. Isn’t every brand on social platforms? But what if staying off socials as a fashion brand isn’t just the right choice for your mental health as a founder, but also for your business strategy?  This is the choice that Maria Alejandra Alvarado has made for her luxury workwear brand ZADIMA. In episode 127, she shares how she’s connecting with people to market her brand instead of competing with algorithms. For Maria, it felt like a natural fit that aligns with her business.  María Alejandra Alvarado is a marketing leader with nearly 15 years of experience shaping brand and product launch strategies for global companies. For the past three years, she’s been building ZADIMA — a brand born from her desire to help modern professionals dress beautifully and intentionally, without adding more decisions to already full days.  Frustrated by the lack of color, personality, and quality in workwear, María set out to create pieces that combine great tailoring, elegant silhouettes, and luxurious Italian fabrics. Each garment is crafted from exquisite Italian deadstock textiles in a woman-owned atelier in Manhattan’s Garment District, designed to make women feel confident, polished, and effortlessly themselves. This episode explores: Fitting the customer The smart questions Maria asked while gathering customer research The ways that knowing her customer helped Maria make decisions about fabric, designs, and colors  Fitting the lifestyle How the lifestyle of the Zadima customer shaped the marketing strategy The practical ways Maria generates word-of-mouth referrals How Maria represents her brand as the founder How Maria prioritizes tasks in her business Fitting the values Why Maria decided to produce her collection in NY How Maria uses AI tools in alignment with her relationships and quality-focused business values People and resources mentioned in this episode: ZADIMA website ZADIMA email Maria’s LinkedIn Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In slow fashion, we like being intentional with our clothing choices. We want our wardrobes to be aligned with what we care about and how we live. It is a reassuring kind of intention. Then there is another type of intention that affects fashion founders – the way we intend things to go. We have intentions for the launch, product development timelines, or what it means to be a good founder. But as anyone who has started a business knows, things don’t always go quite as intended. So how do we balance intention and reality? In episode 126, ARIMMA founder Lucielle Salomon shares how she moved past her assumptions about what it means to be a founder and finally launched her brand. Through the process, she now sees fashion in a new light. Lucielle Salomon is a Dominican-American founder, fashion editor and storyteller advocating for a slower, more soulful approach to style and business. With a background in journalism and a sharp editorial eye, she blends thoughtful design with meaningful storytelling, inviting her audience to dress with intention, find beauty in the everyday and redefine what success looks like through a values-first lens.  She is the founder of ARIMMA, an on-demand women's wear brand rooted in romantic silhouettes, timeless details and environmental responsibility. Every piece is crafted only after it's ordered—minimizing waste, reducing overproduction and creating space for clothing to be made with care. ARIMMA designs use natural or low-impact materials and are constructed with durability, emotion and longevity in mind.  Through her Substack newsletter, Woven Letters, and growing digital platforms, Lucielle shares a curated blend of sustainable fashion finds, emerging brands, and everyday rituals—from what she's wearing to how she's slowing down. As a mother of two, she also explores the intersection of creativity, motherhood and entrepreneurship, offering a rare behind-the-scenes look at building a conscious business without burning out. Lucielle is available for interviews, panels, collaborations, and essays that explore the future of fashion, identity-driven entrepreneurship and intentional living.  This episode explores: Fitting the customer How Lucielle follows feelings, not trends with her designs The part of development that was the biggest challenge for Lucielle Fitting the lifestyle What Lucielle would do differently now if she was starting over How our mindset can hinder or help us in entrepreneurship What Lucielle thought a good founder lifestyle should look like and why that didn’t work for her Why Lucielle didn’t go all out for the launch Fitting the values How becoming a founder changed what Lucielle values about fashion Why Lucielle reached out to factories before she even had designs People and resources mentioned in this episode: Arimma website Arimma Instagram Lucielle’s Instagram Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

Newness builds excitement, but consistency builds trust. Which one will get your brand to a decade in business? Erin Gray Morton just celebrated ten years of her gold-filled jewelry and premium tee shirt line erin gray. The brand has grown to being stocked in over 800 boutiques. To get there, Erin and her team have prioritized relationships while figuring out how to make each wholesale show feel new with basics products that are more timeless than trendy. In episode 125, hear the ways erin gray builds trust with customers and the boutiques that buy wholesale from them, how Erin keeps herself from a lifestyle of overworking even when she loves what she does, and how Erin structured the business model and pricing from the very beginning to allow giving back to causes she values. erin gray is a female-owned and operated brand from Atlanta designing elevated essentials with a touch of luxury. Their customers primarily love them for two things: their cult-favorite Pima cotton tees and refined tops that offer high-end style at accessible prices and our 14k gold-filled waterproof jewelry, which wears like solid gold without the high cost. Erin built this brand from the ground up and the brand is now featured in more than 800 boutiques nationwide. Giving back is our heart - Erin lost her mother to cancer, so supporting cancer research is at the core. The atmosphere at erin gray's Atlanta warehouse is fun, respectful, flexible, family-oriented and customer-focused. The team gets things done without compromising the things and people who matter to them the most. This episode explores: Fitting the customer The ways erin gray builds trust with customers and the boutiques that buy wholesale from them The effort that went into developing the best basic white tee (because simple is never simple!) How erin gray creates newness at each wholesale market with a basic, timeless product Why Erin thinks wholesale shows will never go away Fitting the lifestyle What they did differently when erin gray introduced apparel alongside their jewelry line How Erin keeps herself from overworking even when she loves what she does How Erin has expanded her team over the years The benefits of a long wholesale design and development calendar What to do when you get bored of your product before it even launches Fitting the values How Erin structured the business model and pricing from the very beginning to allow giving back to causes she values Ways your business can give back to causes you care about beyond cash donations Why customer service is so important for the success of erin gray  People and resources mentioned in this episode: Erin Gray website Erin Gray email Erin Gray Instagram Erin’s LinkedIn Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In an industry obsessed with outward appearances, what if we made decisions by listening to our body and not just looking at it? If clothing choices came from a place of self-awareness, how would that change the way we design products and run fashion businesses? Victoria Lister approaches her work from this perspective. In episode 124, she shares what made her start listening to her body and what that has meant for her underwear and lounge brand Hummingbird Pie. Victoria is the founder and owner-operator of Hummingbird Pie, an Australian-based, micro-business that has supplied women with luxe, everyday basics since 2015. The business was born from Victoria's personal quest to solve the problem of thigh chafing without resorting to shapewear – a challenge that led her to create Hummingbird Pie’s flagship product, long-legged underpants known as ‘Longerpants’.  Today, the range has expanded to include outer as well as underwear, designed to help women of all ages, stages, shapes and sizes to feel at home in themselves – not reshaped, but supported, relaxed and free to be. Hummingbird Pie fits in and around Victoria's work as a researcher, with the help of her wonderful husband and two dear friends who work casually on different aspects of business, and local suppliers and manufacturers.  This episode explores: Fitting the customer How the Hummingbird Pie target customer has expanded since the start of the business The mindset that unites Hummingbird Pie customers What makes Hummingbird Pie garments different The relationship Victoria wants her customers to have with Hummingbird Pie clothes Fitting the lifestyle The challenges of scaling a cottage business Why new products don’t always start with design What gave Victoria the courage to start a business The behind the scenes lifestyle that supports Victoria’s business Fitting the values How Victoria’s self-awareness and valuing her body influences her approach to design Why Victoria prefers working with other collaborators instead of learning how to do everything herself People and resources mentioned in this episode: Hummingbird Pie website Hummingbird Pie email Hummingbird Pie Instagram Victoria’s LinkedIn Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

We talk about how timeless fashion lets us build sustainable wardrobes. What if the benefits of timelessness weren’t confined to our customers’ closets? Today’s guest, Gabriela Garcia Olivo, found that her timeless designs helped her build a more sustainable business. Her story is one of resilience, refinement, and reflection. In episode 123, she shares her perspective on what it takes and why it is worth it to build a fashion brand. Gabriela Garcia Olivo is the founder and creative director of Gabriela Michele, a timeless women’s clothing brand inspired by the elegance of 1950s fashion and the captivating spirit of Latin American women. Born from a desire to celebrate feminine sophistication in everyday life, her brand merges vintage glamour with modern craftsmanship. With a commitment to quality, her collections feature natural fabrics, tailored fits, and thoughtful details that invite women to embrace their confidence and femininity. This episode explores: Fitting the customer  Why Gabriela does not use herself as the fit model even though she is her target market The surprising demographic of women who resonate with her brand The two things that have made the biggest difference in finding her customers and growing the brand Fitting the lifestyle How long it took from idea to launch The aspects of vintage style that Gabriela has carried into her designs Why Gabriela paused her brand twice since initially launching What kept Gabriela going when sales were slow and burnout was looming How Gabriela balances ambition with realistic expectations for her business Fitting the values How Gabriela found a factory and patternmaker that she trusts  How timeless style has led to a timeless business People and resources mentioned in this episode: Gabriela Michele website Gabriela Michele Instagram Gabriela Michele email Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

Emily Harris started out as a designer of clothes, but recently, she says she’s become more of a designer of supply chains. Over the fifteen years since starting her brand Mrs. Emily, Emily has produced her signature elastic-waist skirts in different ways – sewing them herself to order, working with a seamstress to stock a retail location, and now working with a fair trade mill and sewing studio to produce inventory. Her product has gotten even more beautifully simple, but the logistics have gotten far more complex.  In episode 122, Emily candidly shares how her target customer has grown as she and her business have, how her change in lifestyle required a change in manufacturing, and why play and personal style are necessities in her work and business. Emily is a fashion designer, wife, and mom based in Champaign, Illinois. She studied fashion design at Southern Illinois University as a newlywed, and after graduating, she and her husband moved to New York City, where she worked for bridal designer Amsale Aberra. In 2010, Emily launched her own brand as a way to grow her design career while staying present with her young family.  After years of creating custom garments made to clients’ measurements, Emily developed a proprietary size chart and began manufacturing with small, family-run workshops in India and Bangladesh—workshops where she has personal relationships and deep trust. These teams produce extraordinary work and provide fair wages, healthcare, and childcare to their employees.  Now, 15 years into her brand and 14 years into motherhood, Emily continues to design every piece from her home studio. Her business has been shaped by a desire to live fully in all her roles: as a mother, a wife, and a designer. This episode explores: Fitting the customer How her target customer has grown as Emily and her business have How Emily decides what skirts to offer each season How Emily balances the technical, quantitative feedback with personal, qualitative feedback as she designs The ways that Mrs. Emily products have been simplified – and the work that has gone into doing so Fitting the lifestyle The lifestyle that inspired her signature elastic-waist skirts How Mrs. Emily has changed as Emily’s daily lifestyle has changed over the years  Why Emily describes her role as being a designer of supply chains, not just a designer of clothes What kept Emily going when everything in her business felt heavy and stressful Fitting the values What made Emily look at her product more seriously The thing that really fuels inspiration Why fair trade manufacturing is so important to Emily Why play and personal style are necessities in Emily’s work and business People and resources mentioned in this episode: Mrs. Emily website Mrs. Emily Instagram Emily’s email Mrs. Emily LinkedIn Emily on How Fitting episode 9 Jackie of Motif Handmade on How Fitting episode 120 Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

Michelle Dwight has a notebook of what she calls weird and wonderful ideas. These ideas become convertible dresses and swimwear for curvy women. She started her brand, Aulieude, as a young designer wanting stylish, sustainable fashion. As her business has grown, she’s learned to apply her creativity to her business and not just her designs. As she’s grown too, she’s decided what things are and are not worth compromising. In episode 121, hear how the Aulieude customer has grown up as Michelle has, how Michelle’s lifestyle has played into her business decisions over the years, and why business values are extra important when you are ready to scale. As a girl, Michelle loved creating beauty from the found materials around her. Often shopping clothes to sew into something new and pattern making from intuition on her spotlight mannequin with A4 printer paper and sticky tape. She made platform shoes in woodwork, leather working, making corsetry, consistently fascinated by the construction of various mediums. Michelle would dress her sister and her friends up in her creations and emulate vogue editorial shoots with an old SLR camera and a vision.  Aulieude was founded in 2017 by our then 23 year old Designer, Michelle Dwight, making dresses from her bedroom. After studying at Sydney’s Fashion Design Studio and working in the Fast fashion industry, Michelle grew tired of flimsy garments and wanted to craft quality fits that would be loved over a lifetime.  Passionate about sustainability, she set out to create conscious clothing that didn’t compromise on style. In lieu of (‘Au Lieu De’) shapeless eco fashion on the market, Michelle took pride in carefully constructing flattering feminine silhouettes that celebrated a woman’s curves – designing adjustable and multiway pieces that tailor to the wearer’s unique shape and style.   Gaining a loyal following in the Market stalls of Sydney and Melbourne, Aulieude transitioned to selling exclusively online. They have since proudly expanded their size range, introduced original prints and formal wear as well as their most recent category, Swim! Every Aulieude garment is pattern made by hand in Michelle’s Melbourne Studio by the designer herself. Aulieude samples are made for Michelle’s curvy body and she fits each creation on models of various sizes to make sure that the quality and fit of the pieces are absolutely perfect for you.   Michelle, now 32, is continually inspired by the wonderful community of women Aulieude has garnered. Strong, caring women who own their femininity and deserve to be supported and empowered. Engaging with and serving this community brings so much joy and fulfilment that continues to inspire the collections to come. This episode explores: Fitting the customer Who Michelle designs for What Michelle learned about her customers at markets The new “risky” category that Aulieude recently added Why Alieude changed how its pieces are sized Fitting the lifestyle How much Michelle saved up to start Aulieude and fund her first production run  The big mistake Michelle made when she attended her first market How Michelle’s lifestyle has played into her business decisions The reason Michelle didn’t want to be the face of Aulieude initially and what changed her mind How Michelle has grown as her business has Fitting the values Why values are super important when you are ready to scale your business An aspect of sustainability that many fashion founders overlook Why Michelle travels to visit her factory (it is NOT to check in on production) People and resources mentioned in this episode: Aulieude website Aulieude Instagram Aulieude email Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In today’s world, technology has woven its way into nearly every aspect of our lives and work. The fashion industry is always looking for ways to make things faster and automate work that always used to be done by humans – but not Jackie. She’s been working with hand weavers in Bangladesh for over three decades and is more passionate about the future of fair trade, hand-crafted fabrics than ever. Jackie teaches designers how to design their own handwoven fabrics and helps them get their textiles made through her business Motif Handmade.  In episode 120, Jackie shares how designing your own handwoven textiles is more accessible to you as an independent designer than you might realize, how she’s seen fair trade sourcing change lives, and the value that threads through all of Jackie’s work. Jackie Corlett is the founder of Motif Handmade, a Brit who swapped the rolling hills of England for decades in vibrant Bangladesh, and now calls the wide-open prairies of Illinois home. As a textile designer, Jackie’s lifelong passion is for handcrafted fabrics and the remarkable artisans who bring them to life. Over the years, she’s helped students, designers and brands weave artisanal goods into their collections, creating beauty with purpose.  Today, through her course KIND FABRIC, Jackie’s mission is to empower designers with the skills and confidence to develop their own fair trade certified, custom fabrics and finished goods. She believes sourcing can be 100% transparent, giving you 100% peace of mind. From fibre to fabric to finished product, Jackie champions a world where creativity isn’t just about making things ... it’s about making a difference. This episode explores: Fitting the customer Why handwoven textiles are more accessible to you as an independent designer than you might realize The two big shifts that have accelerated the demand and accessibility of fair trade textiles over Jackie’s career Fitting the lifestyle What captured Jackie’s interest back in 1989 that started her on the path towards the work she is doing today How fair trade sourcing changes us as designers  How long it takes to design your own handwoven fabrics and get them made How the MOQs and cost of handwoven fabrics compare to other fabric options Fitting the values The thing that matters most to Jackie in her work Why creating products with integrity is easier now than ever before The ways that Fast Fashion mindsets creep into our work The real impact of fair trade People and resources mentioned in this episode: Motif Handmade website Motif Handmade Instagram Jackie’s email Jackie’s LinkedIn Kind Fabric course Previous How Fitting guests who use Motif fabrics in their collection: Mrs. Emily and Glean & Grace Cyclo recycled fiber yarns Plaidmaker plaid design tool Future Fabrics Expo Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

Luxury doesn’t always look like designer clothes, high heels, and a “dream” fashion job in NYC. Sometimes it looks more like quiet morning moments getting ready for a big day, hand-stitched embroidery on a vintage table linen, and barefoot commutes to a home office in a Spanish apartment. Christine Lindebak has always appreciated these small details. With her bridal loungewear brand, Lindy Lindy, she has leaned into these details even more. Each piece is crafted using vintage textiles that share a luxurious story of their own. In episode 119, hear why her lounge and sleepwear designs were a perfect fit for brides, how Christine’s identity and lifestyle massively changed when she quit corporate, and the ways that Christine has considered scaling that align with her values. Christine Lindebak is a fashion industry veteran, having worked for Emilio Pucci, Mulberry, and Alexis Bittar. She is the founder of Lindy Lindy, creating bespoke homewear from vintage Spanish linens for brides seeking one-of-a-kind getting-ready attire. Christine is also the force behind Sewing and the City, selling fashion sewing patterns online and in shops around the globe and inspiring people of all ages to sew their own clothes.  This episode explores: Fitting the customer Why the bridal loungewear market organically fit Lindy Lindy How Lindy Lindy’s niche made marketing easier for Christine How Lindy Lindy pieces are sized Christine’s approach to pricing her pieces Fitting the lifestyle How Christine landed her first wholesale partnership Why Christine quit her “dream” career in luxury retail How Christine’s identity and lifestyle massively changed when she quit corporate Fitting the values The reason behind Christine’s premium sewing construction choices How the textiles themselves shape Lindy Lindy designs How Christine’s values play out in the day to day operations of Lindy Lindy The ways that Christine has considered scaling that fit her values People and resources mentioned in this episode: Lindy Lindy website Lindy Lindy Instagram Sewing In The City website Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.