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At 5’2”, @petitestudionyc’s Jenny Howell always found it challenging to find cute clothes that really fit—sometimes she even resorted to shopping in the children’s section. So, in 2016, she and her husband, Matt, started their own boutique womenswear brand to offer perfectly tailored designs in scaled-down proportions. “Our style is a mix of modern and vintage,” says Jenny. “We have work pieces for Monday through Friday—but lots of options for weekend brunch too.”“A white shirt looks good on everyone,” says Althea Simons, founder-designer of @grammarnyc, which focuses solely on the fashion staple. Each organic-cotton piece, made locally in New York City, is named after a fundamental part of speech (see: The Verb Shirt, The Conjunction Shirt, The Pronoun Shirtdress and more). “Grammar is the foundation of language,” she says. “I want Grammar NYC to be the foundation of your wardrobe.”When Ariana Mouyiaris and her dad, Nikos, started New York City–based cruelty free line @makebeautyofficial together in 2013, the idea, she says, was to offer products that were not tied to a specific gender or age demographic. “I grew up in a house full of makeup,” she says. “So MAKE is very much about exploring self-expression and being a modern human.” Another very human element of the brand? Ten percent of @makebeautyofficial’s sales are donated to the We See Beauty Foundation, which supports women-led, -owned and -operated businesses.“Growing up, I was only supposed to care about school,” says @sandyliang. “And that made me think of clothes as this magical thing.” In 2014, after graduating from Parsons School of Design, Sandy launched her first collection and in 2017 introduced her signature piece—a modern take on a fleece pullover. “In my work, I start with where I’m from,” says the Bayside, Queens–born designer. “I’m always talking about nostalgia and those moments in the schoolyard in fifth grade. The fleece totally embodies that for me—capturing that spirit in my own fun way.” On today’s Story, see Sandy’s spring/summer 2020 collection from her #NYFW presentation—and then get an inside look at her studio space on the Lower East Side!“People call me the Queen of Enamel because I’m obsessed with using it in my jewelry,” says Alison Chemla, creative director of jewelry brand @alisonlou. After six years of specializing in fine jewelry, Alison branched out to a full-on enamel diffusion line in 2018. Her ⁣Loucite jelly hoops sold out in preorder, and demand hasn’t let up since. Up next for the accessories innovator? “We just launched the tie-dye,” she says. “We’re always thinking of the next thing.” 🌈⁣⁣This week, @shop kicks off Fashion Month! Today on Stories, we go behind the scenes with @alisonlou’s Alison Chemla in NYC to learn how to create the perfect earring stack.Melanie Elturk says she has a singular goal for her line @hautehijab—she wants to make it the global hijab brand. And she’s off to a good start. @hautehijab, which she started in 2010 with her husband, Ahmed, currently offers more than 200 styles, including options in supersoft jersey and luxe satin and in an endless array of prints (with new limited-edition drops every Tuesday). The brand also has plans to expand to medical hijabs and swim options. “We want to provide every hijab a woman wears for every single moment in her life—from working out to her wedding day,” she says.Jewelry designer Sophie Monet Okulick says she was in her sculptor father’s Santa Monica woodshop when she first decided to launch her handmade modernist collection, @sophiemonet. Ten years later she’s still successfully blurring the line between art and accessory. “I love when I make something different—a ring or necklace unlike anything I’ve seen before,” she says. “I’m carrying on my dad’s craft in a unique way.”“People think I’m exaggerating when I say that I used to wear unlined hats and my hair would fall out,” says @layd.life hats founder Charis Alexander. Unlined hats (or those lined with polyester) create friction that can damage hair. So Charis, a former womenswear designer, started @layd.life to offer a solution: hats with hair-friendly, washable silk linings. “You can immediately feel the difference,” she says. “There’s no weird frizz or static—and no hat hair!”Watch Lauren Chan’s journey to launch @henning in the latest episode of “Building a Brand.”When @henning’s Lauren Chan started her career as a fashion editor, she says, “all of my peers were wearing gorgeous designer clothes while I was stuck in fast fashion—that was all I could get in my size.” The experience led Lauren to create her own line of workwear, made exclusively for sizes 12 to 24. Besides offering that same level of gorgeous, each @henning piece features practical details, like hidden buttons in shirts to reduce gapping and reinforced inner-thigh seams. “Our clothes make me feel commanding, equal and powerful,” she says. 💯On today’s Story, we’re celebrating @henning’s official launch with Lauren Chan!Get an inside look at the @cultgaia space and hear more about founder Jasmin Larian Hekmat’s creative process in the latest episode of “Inside the Studio.”“To me, nature and chaos are two of the most creative forces on the planet,” says @cultgaia founder Jasmin Larian Hekmat. “And Gaia is the goddess of Mother Earth and daughter of Chaos.” Creativity was the key ingredient in Jasmin’s breakout design, the architectural Ark bag. “I’m obsessed with texture, open weaves and designs that play with light and shadows,” she says of the Ark and her latest pieces, which combine natural materials with acrylics. ✨
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