It’s about utility, efficiency, and personalization.
Georgia Dant, founder of modular fashion brand Marfa Stance, began her design career in the menswear departments at Burberry and Rag & Bone. In both places, her job was heavily focused on construction and on function. As a woman designing for men, she couldn’t help but notice the lack of utility in the design of women’s clothing. “No one was really offering this kind of adaptability and versatility for womenswear,” she says, referring to what she dubs a “lightbulb” moment. Whereas menswear is designed with the customer and their needs top of mind, womenswear is often more conceptual, with a greater onus placed on trends. Dant strived to bridge that gap by “offering women a menswear function with pieces that actually fit [women] and give them that really cool aesthetic without being too oversize, too masculine,” with modular outerwear.
“No one was really offering this kind of adaptability and versatility for womenswear.”
“The cost savings are less of a concern for our consumer, though. Most of our market is more excited by the versatility and customization these modular pieces afford, as well as the environmental impact and space savings,” explains Gina. The efficiency is unsurmountable—you pack one set for a trip, and you immediately have dozens of possibilities.
“Most of our market is more excited by the versatility and customization these modular pieces afford, as well as the environmental impact and space savings.”
The reduced amount of physical product streamlines the design and production process, as well. Dant may offer a new spin on a hero piece or offer a new buildable accessory, but the core collection remains the same. For SENIA, “Just a few SKUs can achieve the look of hundreds,” explains Christina.
The same goes for jewelry, as the Senia sisters cater to women (and men) of all ages and personalities. “We’ve seen grandmothers, mothers, daughters, and boyfriends all style the same set differently,” says Gina. “Fifty people could be in a room together wearing this set different ways, and they would be completely unrecognizable as the same earrings,” adds Christina.
“Fifty people could be in a room together wearing this set different ways, and they would be completely unrecognizable as the same earrings.”
“Our styles are building blocks, which enable the client to become the designer. Empowering the customer in this way creates a sense of pride in the piece because that person had a hand in creating it,” Christina enlightens us. The process is creative. It’s fun.
“When I was younger, I used to play with Legos, and it’s kind of like that,” Dant nostalgically hypothesizes. Add modularity to your wardrobe, and you’ve basically created your own fashion puzzle.
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