Fresh Start 2025
This years wrap up and a look at the year ahead.
There are lots of gorgeous things to be grateful for; a partnering with Bridgerton X Shondaland for Netflix, a Fall show styled by the Lolita community in Shanghai, the launch of our first swimwear collection, we dropped some gorgeous collections I'm very proud of and created some beautiful new best sellers. Our number one style this year was a repeat; the Day dress (as many of you might have guessed) in the Starry Night print. The Foxglove was up next, with Puck being our most successful floral. The Monoarchy print, Butterfly Botanics, and the Galileo print were all a huge success this year! If you ask me, our most exciting style at the top of the list for 2024 was the Waltz gown, which thrived in every iteration but swept in classic ivory.
Even with all this prosperity and beauty, 2024 was a difficult one for me. I remain grateful that I can continue to make a living off my art in the ever-fluctuating world of fashion, but it was a hard year made harder by the loss of someone I loved dearly, his suicide occurring during our butterfly release. It connected him to butterflies, as so many seem to experience. It also sent me spiraling into outer space, almost literally as I lost myself in stories of the cosmos, which was fitting considering our fall theme. The effect imprinted everything I planned this year, including our fall launch, where I searched for proof of him through a telescope.
Even though it was a good year (a hard year for apparel in general), admittedly it was not a great year. The truth of being a business owner is that there will always be fluctuation, and each December is an opportunity for deep reflection.
I feel that 2024 was a bit of a hibernation for me, I found myself feeling reclusive and self-critical, which made it near impossible to put on shows or interact with our fanbase (you!) So I didn't put on shows, which has made me realize how much these presentations of the work fulfill me. Since we design a year in advance, mostly what I put out this year was designed in 2023. I was determined to find deep inspiration for 2025's collections. I found myself re designing again and again, combing through sales analytics and trends to find answers at first, but scrapping it to go with my (he)art. I had an epiphany about the art of it all: fashion—the clothing we wear every day that says, "This is me!" I needed to find my self-confidence and to use a more holistic approach. I realized I must have the guts to trust my own mind and heart, which can be hard to do when you are running a growing business with partners, colleagues, employees and fans that rely on you to make the right decisions, and while raising a toddler.
So, without further ado, here is what you can expect from Selkie next year and a little trend report based on my intuition and research!
- More shows! Yep, we will be back at Fashion Week with the Fall Collection "Libertine" in February 2025 and an LA spring presentation in September.
- The launch (finally) of our Bridgerton Collection ready to ship
- Less sales, more art. This means an increase in collectors items. I decided to cut smaller batches next year. I tested an increase in our stock for 2024 and it didn't quite work or feel right for Selkie. I want to remain true to the brand's core values, which are rooted in art and low waste.
- No immediate recuts! We will be focusing on instant preorder when our biggest styles sell out, but only preorder. Which means those styles you're coveting won't return until the following season and only if they are in high demand.
- Gorgeous art collabs; some super exciting nostalgic, and some true to my heart classics.
- First annual August closure! A summer break for my team to gather inspiration and refresh.
I am truly excited to show you the new collections for next year, starting off with a huge bang in our Valentines Day collection—filled with cherub-inspired pieces and many date night/wearable items as well. Get an idea of our upcoming themes with my trend report below!
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