The idea of Shop Girls began as an ode to the NYC girls working the floor whose style beckoned you in before the retail offering did. As time has passed, our Shop Girls series has evolved to include some of the creatives behind our favorite destinations, too. For our latest installment, things look a little bit different.
In a space on SoHo's Mott St between Prince and East Houston is Fruity Booty's souvenir shop—a retail pop-up that brings the London-based brand to New York City for the first weeks of May. Working the floor, is founder Hattie Tennant, and by her side for any creative needs, is creative director Jazz Mignone.
With roots in lingerie and a more recent expansion into swimwear and ready-to-wear, Fruity Booty is the colorful, it-girl-approved brand that makes us dream of warmer days. Tennant is the embodied reflection of the label she has lovingly build since 2018, as is Mignone, who instantly lends her creative eye to the images we take at the Mott St location, which is open until May 10th. Below, we get to know Tennant.
What inspired you to start the brand?
"I started it with a friend at uni—we lived in a house of eight girls—and there would always be a drying rack out and we always thought it was strange that no one had underwear that reflected their style or values—it was either something super comfortable/practical or overly sexy. At that time Victoria Secret was facing a huge backlash and sustainable fashion hadn’t quite become a thing yet. It just felt like something was missing, so we just decided to go for it."
You're in NYC for your pop up. Why is it important to you that you're working the floor for the pop ups?
"Honestly, I love it and it’s the most cost effective option, but also I get to actually meet our customers, see what they’re drawn to, hear what they think about the fit. You just can’t get that from behind a screen. And I think it’s important my team sees me doing it too."
What's your favorite thing about giving customers the opportunity to shop in person?
"I think just seeing people in real life - how they style things, what they gravitate towards. Also, no one really knows who I am, especially since I went from blonde to red, so I get to observe everything quite quietly… but I recognize a lot of our customers and it’s really nice seeing how their style has evolved with the brand."
What’s your favourite thing about your job?
"My team, always. They’re the best part of it. I’ve also always struggled a bit with confidence, so I love that we create something that’s just for you, that hopefully makes you feel really good in yourself."
Tell us about your personal style…
"I mostly copy Jazz and Rio to be honest."
Who are your style icons?
"The Mignones."
Tell us what your process is like getting ready/dressed in the morning…
"On work days it’s very repetitive—I live West and the studio’s in Hackney, so it’s a bit of a trek and I’m usually out the door early. I usually just throw on whatever’s closest: jeans, a baggy jumper. But on weekends I love taking a bit more time and actually thinking about it, trying things on, playing around a bit more."
Has Fruity Booty changed or influenced your style at all? Why/why not?
"Definitely. I used to be quite safe with color, and now it’s probably my favorite thing to play with."
How has Fruity Booty evolved over the years?
"In loads of ways. We’ve introduced swim and clothing, tried elevating things, then stripping them back again. I think there was a moment where we slightly lost our way and moved away from what actually makes the customer feel good-but that’s been a big learning. We also tried launching sleepwear, which wasn’t quite right, so we’re rethinking it and working on a better, more considered offering."