How Erin And Sara Foster Broke Into The Fashion World During Covid-19 With New Brand
Erin and Sara Foster
Erin and Sara Foster are known for their presence in the entertainment world as comedians and writers, in addition to their investments and dedication to companies like Bumble and Mirror. But now they have broken into a new business area. The duo has created their own fashion collection.
In December, the Foster sisters launched Favorite Daughter, who, according to Sara, focuses on clothes for the girl for on the go.
“The idea arose out of a desire to create a clothing line made up of all the things we wanted in our closet or parts that we wished we could adapt to become better” says Erin, noting that her focus is on quality.
They launched Favorite Daughter with the basics: a cashmere cardigan bodysuit, a cashmere cable sweater, cashmere turtleneck sweater, a blazer and the 2020 fashion – a trend that has continued into the new year – sweat.
“For spring, we’re going to get into the denim and clothing game,” says Sara. “We are involved in every micro-decision and refuse to bring out anything that doesn’t feel good to your body and that we wouldn’t wear.”
Her younger sister Jordan Foster is also involved in the creative direction and design of her collection.
To bring the line to market, the Fosters formed a joint venture partnership with Centric Brands, which is the mother of a number of fashion brands, including Hervé Léger, Joe’s Jeans and Hudson Jeans.
Centric has bonded with Erin and Sara after they partnered with Suburban Riot to bring out a Favorite Daughter T-shirt.
Suburban Riot, who makes and sells t-shirts and other clothing, is now known for the Favorite Daughter t-shirt and the Bealecé “Kale” top that is so famous in their 7/11 music video.
“In 2018, Suburban Riot came up to us to do a collaboration and put our fun captions on t-shirts and sweatshirts,” says Sara. “’Favorite Daughter’ was the name of a company my sisters and I started with 13 years ago and which we never did anything with. We thought it would be cute to include in the collaboration. “
It was a hit that sparked Centric’s interest in partnering with Sara and Erin for a collection.
Coincidentally, Erin and Sara had considered creating a clothing line before Centric reached out.
“We’d always talked about the idea, but were too intimidated by the time and dedication it took to create a clothing line from scratch,” explains Erin. “The opportunity to work with Centric, who has so much experience, was the missing piece for us that made the difference.”
Now they are in what Sara calls the “Boot Camp For Building A Fashion Brand”.
They are still learning who they are as a brand, says Erin, noting that it may take some trial and error to find that identity and its audience.
“We come to school as a new kid who would love to make friends,” says Sara. “We know we don’t have any experience in the fashion industry other than our little collaborative work, and we know that we may upset a few people in the face of that. We want to learn, we want to be mindful and missionary. “
They also want to give something back, Sara explains, adding that they want to highlight and promote other women on the favorite daughter’s website. “We want to develop exciting collaborations and see people whom we admire in clothing.”
They hope the industry will take them openly, says Erin.
But they don’t just focus on the industry. They also want their customers to be happy with their purchases. So they make sure that the quality of the clothes is optimal and do their best to accommodate the needs and desires of different customers.
And along the way, they leave room for fun. “We don’t take ourselves too seriously and hope to have the opportunity to grow slowly and smartly,” says Erin.