"Truly love what you are attempting to launch and work on" with Mallorie Dunn
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Mallorie Dunn is an NYC based fashion designer, business owner, and professor. After graduating from the Fashion Institute of Technology and Pratt Institute she had many corporate design jobs before deciding to switch to a life of freelance work. Through the freedom a freelance schedule allows her – she was able to launch her line, SmartGlamour, in Spring 2014. She is also an adjunct professor for Parsons/Open Campus at The New School and teaches virtual online sewing and sketching courses.
Can you tell our readers about your background?
All of my childhood, I was interested in fashion - which to me was clothing + personal style. I never thought you could have a career around it - so I thought I’d be a math teacher. Upon entering high school, I learned they offered a fashion design course. I was so excited and jumped straight in! I then went to the Fashion Institute of Technology in NYC, studying Fashion Design. Unfortunately, the environment of the school and the trajectory they put you onto turned me off - and after receiving my AAS degree, I transferred to Pratt Institute in Brooklyn and received my BFA in Art and Design Education. While pursuing that degree, I began to miss making and designing clothing - so after graduation, and a year of careful thought - I hopped back into fashion, working multiple corporate design jobs in the Juniors sector. I was then put off once again - by the very high stress, zero creativity, and completely unethical production practices. I switched to a life of freelance work - and during that time, I launched my company – SmartGlamour.
What inspired you to start your business?
SmartGlamour came to me as a way to correct all of the problems I had with the fashion industry - and also with how society at large negatively affects women + feminine folks’ body image and confidence. I was also well aware of the disparities within the fashion industry when it came to sizing and accessibility to ethical clothing.
SmartGlamour addresses these issues and then some by offering clothing in sizes XXS-15X and beyond, having all clothing be customizable - for both fit and design wants + needs, ethically hand making our clothing, having it be made to order - reducing waste, recycling any of the fabric waste we do create, hiring models that accurately reflect and represent the actual population - this means every size, shape, height, weight, age, ability, gender, and ethnicity - without ever photoshopping or airbrushing them - and accurately depicting the percentages of the population who are plus size (67-72% of American women + femmes.)
Where is your business based?
We are based in NYC, NY, USA.
How did you start your business? What were the first steps you took?
The first step I took was inviting a group of about 10 women who inspire and motivate me to grab some wine and snacks - I described what I had in mind for the company and asked for feedback and questions. I then launched an IndieGoGo campaign and raised $4K to launch the website, create and shoot the first collection, and host a launch event and runway show. For the first year of the business - I was still doing freelance work. As SmartGlamour grew, I took fewer and fewer jobs - until SmartGlamour was my only source of income.
What has been the most effective way of raising awareness for your business?
150% social media and press coverage. When I started the business, I didn’t have any funding for advertisements - so building a brand and community on social media was crucial. I also began creating and promoting campaigns (like #SameSizeDifferentEyes, #InYourSize, and #ImFlattered) which got us coverage in publications like Bustle, Seventeen, Cosmo, HuffPost, Refinery29, HelloGiggles, and more. Also - by hosting biannual inclusive runway shows, we were able to receive great video coverage and press from folks like Mic, UpWorthy, Bustle, PBS, and more.
What have been your biggest challenges and how did you overcome them?
My biggest challenge has been that I truly run the entirety of the company on my own - and due to this fact, I have a lot of work to do - some of which I could just be working on day in and day out if I did not stop myself. Over the past few years, I have had to learn to set boundaries for myself, prioritize rest, ensure I am doing activities for fun, for myself, to relax - and asking for help when I need it. As an anxious person and a recovering perfectionist - it is work reminding myself to also care for me, and not solely for others.
How do you stay focused?
This is the part that has never been an issue for me - if anything, I am too focused. I feel very, very passionately about accessibility and inclusivity in general, but also specifically within fashion. I also love making things with my hands, being creative, and problem-solving. These are things I think about all day every day - so focusing on them for work is never a problem.
How do you differentiate your business from the competition?
Quite frankly - there are no other businesses doing exactly what I am doing. There are some businesses that focus on customizations, some who focus on environmental issues, some that focus on basic style staples, some that focus on accurate representation via imagery - but really none that are doing all of those things at once. I am not too worried about competing companies - I want there to be more sustainable, accessible, affordable options for folks of all shapes and sizes, not less.
What has been your most effective marketing strategy to grow your business?
For SmartGlamour and myself - this is the same question/answer to raising awareness. Social media and press + campaigns have been the best way to market our business. SmartGlamour is a small business that was founded on a message - and staying true to that message constantly, no matter what we are posting or selling, is what has curated an online community, a community of our models, a community of our customers. It’s what gets us press coverage - it’s what sets us apart.
What's your best piece of advice for aspiring and new entrepreneurs?
My best piece of advice is to really, truly love what you are attempting to launch and work on - because it is going to envelop your life. Don’t become an entrepreneur just for the sake of being an entrepreneur - work on something you are truly passionate about and invested in.
What's your favorite app, blog, and book? Why?
I feel like I probably use the same apps everyone else does - all the go tos for social media, mail, messaging, etc. For editing photos and videos - I use VideoShop, PicPlayPost, CutStory, Pic Stitch, etc. For inspiration, I use Pinterest. For shopping small virtually (specifically during Covid) - I use Etsy. Organization - the notes app on the iPhone. Payments - Venmo, PayPal, and CashApp.
I don’t really read blogs - most things I am reading and consuming online are either social media posts or news articles.
And unfortunately, I haven’t made time for a good book in quite some time - years even. The closest thing is listening to podcasts - and I specifically listen to entertainment-based podcasts, it gives my brain a break and lifts my spirits while I work. I am a huge fan of drag - so I listen to multiple drag related podcasts - Sibling Rivalry, Race Chaser, Alright Mary, The Chop, etc. I also like funny, interesting conversations so I listen to - Why Won’t You Date Me, You Made It Weird, Unqualified, 3 Questions, The Read, etc.
What's your favorite business tool or resource? Why?
Perhaps OpenOffice and my Adobe Suite? Those are definitely the tools I use the most. I keep things organized in OpenOffice Calc - and I use Illustrator and Photoshop daily. I also run my website via WordPress + WooCommerce - so I suppose those platforms as well. Social media - Instagram, Facebook - although I have gripes with them both, they are invaluable.
Who is your business role model? Why?
I don’t really have a business role model. I didn’t start SmartGlamour because I am interested in “business” or being a “boss.” I want to make clothes and I want to help people - and I also want to be able to make a living - so I combined the three. The folks I look up to in this world are social leaders, activists, writers, thought-provoking people - like Ijeoma Oluo, Lindy West, AOC, Indya Moore, Ashlee Marie Preston, Rachel Cargle, and endless other content creators who are trying to make the world a more equitable place for all.
How do you balance work and life?
My husband is the best help with this. I thoroughly enjoy him - so I want to make time for him, to sit and laugh and eat and talk with him. I also, especially during Covid, have been scheduling video chats with my friends - which is another great way to dedicate a chunk of time to having fun and being social.
What’s your favorite way to decompress?
Painting my nails while enjoying a glass of wine. I do my own gel nails at home - and it is a great way to get myself to stop working on anything else.
What do you have planned for the next six months?
Unfortunately, this is a pretty tough question now that we are in the middle of a seemingly never-ending pandemic. In April, I pivoted to mask making. I haven’t done a photoshoot since March - and will not do one until vaccines are available. Folks’ safety is more important than clothing - hands down. In this production downtime - I have been working on boosting our SEO and planning a bit of a relaunch + visual branding overhaul that will come out at some point in the upcoming months when the world’s future looks a bit more clear.
How can our readers connect with you?
You can follow us on Instagram - @smart_glamour, Facebook - /smartglamour, Twitter - @smartglamour, YouTube - /smartglamour, Pinterest - /smartglamour - and our website is www.smartglamour.com.
