Fashion People – Episode: "Everybody Wants This"

Release Date: May 23, 2025

Host: Lauren Sherman, Puck Correspondent
Guests: Erin Foster and Sarah Foster, Founders of Favorite Daughter

Introduction

In the latest episode of Fashion People, hosted by Lauren Sherman, listeners are treated to an insightful conversation with sisters Erin and Sarah Foster, the dynamic duo behind the rapidly growing fashion brand, Favorite Daughter. The episode delves deep into the sisters' journey from entertainment to fashion entrepreneurship, exploring the intricate flywheel they've developed to synergize their various ventures. This comprehensive discussion offers a behind-the-scenes look at building a successful fashion brand in today's competitive market.

Meet Erin and Sarah Foster (00:48 – 07:28)

Lauren Sherman opens the episode by introducing Erin and Sarah Foster, highlighting their unexpected transition from the entertainment industry to founding Favorite Daughter. The sisters share their background, explaining how their early careers in TV writing and producing evolved into entrepreneurial ventures, culminating in the creation of their clothing brand.

Erin Foster:
"We are sisters who grew up in Los Angeles, and we went into entertainment. We did not go into Fashion."
(07:36)

Sarah Foster:
"We are producing partners. And we had a show together called Barely Famous, which was our first major project."
(07:30)

The Flywheel Concept (07:28 – 09:36)

Lauren introduces the concept of a flywheel, a strategic ecosystem where various business elements feed into each other to drive growth. Erin and Sarah describe how their podcast, businesses, and media presence create a synergistic effect that propels their brand forward.

Lauren Sherman:
"Harvard Business School needs to do a case study on you all about your flywheel, because it doesn't. Most flywheels are total bullshit, but you actually have one."
(09:36)

Sarah Foster:
"The flywheel is all the same consumer participating in everything we do—podcast listeners become Favorite Daughter customers, who then engage with our media projects like 'Nobody Wants This'."
(09:36)

Launching Favorite Daughter (20:47 – 35:54)

The discussion shifts to the inception of Favorite Daughter in 2020 amidst the COVID-19 pandemic. Erin and Sarah recount their first collaboration with Suburban Riot, which unexpectedly became a multimillion-dollar success due to the resonance of their "Favorite Daughter" apparel.

Erin Foster:
"Jen Stender Hawkins DM'd us saying there's smart IP in Favorite Daughter and believed it could be its own fashion brand."
(15:17)

Sarah Foster:
"We thought it was a bad idea initially because we weren't fashion designers, but partnering with Centric Brands was crucial."
(19:04)

They emphasize the importance of collaboration and leveraging experienced partners to navigate the complexities of the fashion industry.

Design Philosophy and Product Lines (34:47 – 36:10)

Erin and Sarah discuss their design approach, focusing on creating suiting with a feminine twist. They highlight flagship products like the Phoebe Bustier, a strapless suiting piece that blends professionalism with style, appealing to the modern working woman.

Erin Foster:
"Our suiting embodies the cool working woman who wants to dress for both day and night without compromising on style."
(35:54)

Sarah Foster:
"We've leaned into skorts and mini skirts with suiting fabrics, offering vibrant colors like electric blue and yellow."
(36:10)

Growth and Success Factors (40:02 – 43:55)

The sisters attribute their success to authenticity and a deep understanding of their target market. They built a brand that genuinely reflects their own style and lifestyle, which resonates with their customers.

Erin Foster:
"Favorite Daughter represents how we dress and who we are. It's authentic and tailored to real women's needs."
(25:27)

Sarah Foster:
"Our customer is someone who admires designer styles but seeks quality at an accessible price point."
(24:18)

They also discuss the unexpected boost from Erin's TV show, which featured their apparel and significantly increased brand visibility and sales.

Challenges and Learning Experiences (21:17 – 33:15)

Erin reflects on the early challenges of launching Favorite Daughter, including navigating the technical aspects of garment production and understanding fabric properties.

Erin Foster:
"Looking back, we made mistakes in the first collection that taught us invaluable lessons about fabric and design integration."
(22:50)

Sarah Foster:
"Being obsessive about fabric and fit is crucial because any flaws directly impact our customers' satisfaction."
(22:50)

They underscore the importance of continuous learning and partnering with experts to refine their products and business operations.

Insights on the Fashion Industry (37:21 – 43:05)

Erin and Sarah share their perspectives on current trends and the evolving landscape of the fashion industry. They emphasize the shift towards quality, affordability, and authentic representation.

Sarah Foster:
"Our generation is balancing masculine and feminine styles, striving for authenticity without the pressure of exorbitant prices."
(37:21)

Erin Foster:
"We're not driven by luxury for its own sake but by creating clothes that feel good and fit well for everyday women."
(25:27)

They also touch upon the complexities of global manufacturing, discussing their strategies for sourcing fabrics and production internationally while maintaining quality and affordability.

Investment and Entrepreneurship Perspectives (49:00 – 51:11)

The sisters transition to discussing their roles as investors, highlighting what they seek in entrepreneurial ventures. They stress the importance of innovation, founder confidence, and dedication to building meaningful businesses over personal fame.

Sarah Foster:
"We look for innovation and founders who are confident and focused on building something people need, not just chasing personal trajectories."
(49:56)

Erin Foster:
"Red flags include founders more interested in personal fame than in the business's success and quality."
(49:59)

They advocate for supporting entrepreneurs who prioritize sustainable growth and product excellence over superficial metrics.

Final Thoughts and Conclusion (54:02 – 59:29)

In the concluding segment, Erin and Sarah discuss their relationship with social media, opting for authenticity over performative presence. They acknowledge its role in their success but emphasize the importance of staying true to themselves amidst the pressures of online visibility.

Erin Foster:
"Social media can feel performative, which detracts from being genuine. We focus on authenticity in our interactions and branding."
(54:03)

Sarah Foster:
"Our success isn't driven by social media alone but by genuine engagement and quality products."
(58:22)

Lauren Sherman wraps up the episode by congratulating the sisters on their achievements and encouraging listeners to follow their continued success in the fashion industry.

Notable Quotes with Timestamps

• Erin Foster:
  "We are sisters who grew up in Los Angeles, and we went into entertainment. We did not go into Fashion."
  (07:36)

• Lauren Sherman:
  "Harvard Business School needs to do a case study on you all about your flywheel, because it doesn't. Most flywheels are total bullshit, but you actually have one."
  (09:36)

• Erin Foster:
  "Favorite Daughter represents how we dress and who we are. It's authentic and tailored to real women's needs."
  (25:27)

• Sarah Foster:
  "We look for innovation and founders who are confident and focused on building something people need, not just chasing personal trajectories."
  (49:56)

• Erin Foster:
  "Social media can feel performative, which detracts from being genuine. We focus on authenticity in our interactions and branding."
  (54:03)

Key Takeaways

1. Authenticity is Crucial: Erin and Sarah's commitment to genuine representation in their fashion line resonates strongly with their target audience, fostering loyalty and trust.

2. Strategic Partnerships: Collaborating with experienced partners like Centric Brands was pivotal in navigating the complexities of the fashion industry and scaling their business.

3. Continuous Learning: Early challenges provided valuable lessons in design and production, underscoring the importance of adaptability and knowledge acquisition in entrepreneurship.

4. Synergistic Flywheel: The interplay between their podcast, business ventures, and media presence creates a self-reinforcing system that drives growth and brand recognition.

5. Investment Philosophy: As investors, the sisters prioritize innovation, founder confidence, and dedication to building meaningful businesses over personal fame or superficial success metrics.

6. Balanced Use of Social Media: While acknowledging its role in their success, they advocate for authentic engagement over performative presence, maintaining their brand's integrity.

Conclusion

Erin and Sarah Foster's journey with Favorite Daughter exemplifies the power of authenticity, strategic collaboration, and a well-orchestrated flywheel in building a successful fashion brand. Their insights offer valuable lessons for aspiring entrepreneurs in the fashion industry and beyond. As they continue to innovate and expand their ventures, their story serves as an inspiring blueprint for sustainable and meaningful business growth.

This summary captures the essence of the "Everybody Wants This" episode of Fashion People, providing listeners with a comprehensive overview of the discussions, insights, and triumphs shared by Erin and Sarah Foster.