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The Who What Wear Podcast
Is Your Closet Making You Cancel Plans? Overcoming Fashion Frustration With Evereve Co-Founder Megan Tamte
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- [00:00]
A
Foreign. Welcome to the who what wear? Podcast. I'm your host, Hillary Kerr. And today we have a special episode with the co founder of womenswear brand and retailer evereve, the one and only Megan Tamte, as well as who what wears Executive editorial and style director Lauren Eggertson. Over 20 years ago, Megan started Evereve after a particularly bad shopping experience and is now helping women shop better via her over 100 stores across the U.S. evereve also just conducted a national survey to better understand how real women feel about fashion. Today we're talking through all of those results and sharing our recommendations for making getting dressed easier and more fun. It's all coming up on who, what Where. Megan and Lauren, welcome to the pod. I'm so excited to have the two of you here today. Are you ready to go?
- [01:13]
B
Ready.
- [01:14]
C
I'm excited. Excellent.
- [01:15]
A
Okay, so to start, I wanted to say thank you to Ever Eve for sponsoring this episode. I'd love for us to start by talking about you. Megan, can you tell us a little bit about how you entered the fab space? You and I were talking about this a little bit earlier and what you wanted to build with Evereve, Entering into
- [01:33]
B
the fashion space was a little bit unexpected. I was a mom, a young mom in transition in my life. My life was changing. Things were evolving, and I was feeling like my fashion and my style was being left behind. And so I went shopping at a department store looking for fashion that would help me feel unstuck, that would move me forward, and ended up in a dressing room crying.
- [02:00]
A
I have literally been there.
- [02:01]
B
Have you been there?
- [02:02]
A
I have absolutely been there. And it also happened after my first kid where I was like, who am I? What am I? What is going on?
- [02:07]
B
It was such an emotional experience. And I literally sat in this dressing room for about 10 minutes and just cried my eyes out and just wondered, who am I now?
- [02:14]
A
Yeah.
- [02:15]
B
Once I pulled myself together and, you know, left the dressing room without anything in hand, I went back to my car and started the drive home. And it was really on that drive home that I began to reimagine what that experience could be. I started dreaming about the fashion. And I know I wanted modern, wearable, easy fashion, but was versatile and also had a little bit of edge. And I also wanted a community. I wanted women to help me on my journey and to come alongside me and to help me just really feel good and confident again. And so it was really on that drive home when the Ever Eve dream was born.
- [02:56]
A
I love that it's such a pivotal time because you're trying to reinvent yourself or trying to rediscover yourself. And I'll be honest, I mean, fashion can be very exclusionary. It's part of the reason why we started who, what where in the first place is thinking about, like, sure, it's one thing if you work at a fashion magazine in New York and you might have access to all of these things, but what about for everyone else?
- [03:16]
B
Feel like fashion should not be intimidating. Fashion should help women move forward. And that was really what I, I realized that day in that dressing room is that I wanted to build something that would help solve this problem.
- [03:28]
A
I love it. So, Lauren, you've been on the pod a number of times and we are always grateful for having you on it. But I don't think we've ever really discussed, like, what your job is or why you're on the pod. So can you give our listeners a little bit of context for what you do as an ultimate fashion insider?
- [03:46]
C
Yes, of course. Well, I worked at who it wear for over 10 years now, which is crazy. I've seen it through so many eras, which I'm so grateful for. But my current title is executive editorial and Style director, which means I wear so many hats. But I would say to sum it up, I essentially oversee our day to day editorial content in terms of strategy, content planning, brand image maintenance, all the things. I also manage our fashion team, specifically, our team's broken into beauty shopping and fashion. So those are kind of my girls. And then I also style a lot of our celebrity cover shoots, which is kind of a separate part of my job that I work really closely with our creative teams on.
- [04:24]
A
Got a real 360 job, girl.
- [04:26]
C
I do.
- [04:26]
A
Wow, that's a lot. Well, I'm very glad that we're having this conversation because as we said, I think that Ever Eve and who what where have really shared missions. You know, we've always been about helping women get dressed at who, what where and making sure that they understand their personal style. I also want to talk about the fact that, Megan, you and your team at Evereve recently have gone the extra mile and conducted a study to find out how real women feel about fashion. What was the inspiration behind doing this? Why did you want to do this?
- [04:56]
B
We just wanted to hear from real women. We wanted to understand the state of fashion. And I feel like so much has changed in the last couple years.
- [05:05]
C
Yes.
- [05:06]
B
You know, we just wanted to take a moment and pause and, and reach out to women and understand how they're feeling about fashion. And we found out That a lot of women are feeling intimidated. A lot of women want help, and we just love the idea of listening to women. Yeah, that sounds nice.
- [05:24]
A
That sounds really nice.
- [05:25]
C
I know.
- [05:26]
B
What do they have to say? Right?
- [05:27]
A
So your spring campaign is called Ever Wonder.
- [05:30]
B
Yes.
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A
And I know that you built this entire campaign around a set of questions that real women have about fashion. So talk to me a little bit more about the inspiration behind it. What sort of questions you wanted to answer, what sort of inspiration you wanted to get?
- [05:44]
B
Yeah, well, we just found out so many interesting things. Like 70% of women feel intimidated by fashion. 70% of women admit that they want guidance and they want help. There's a stat that says, I might get the number totally. Like, 53% of women actually have not gone out for. For a night because they have not known what to wear. Women love fashion. They view it as part of taking care of themselves, but they don't always know how to make it happen. We have over 120 stores across the country, from the east coast to the west coast and all in between. And we are very close with our customers. I'm very close with our customers. I love getting in a dressing room and listening to their stories and understanding what they're up to and listening to their questions. And we get a lot of real live data from our customers. And so we are just so excited to answer the real questions that women have about fashion right now.
- [06:50]
A
So, Lauren, I'm curious about your point of view on this as well. What are some of the questions that you get, Whether it's from friends who are in the industry or people who are out of the industry? I know you just got back from Fashion Month, so you've been seeing some of those trends up close and personal. Like, what are the questions that you get the most?
- [07:07]
C
I do have a lot of friends that are in this industry that I've kind of grown up with, and they're my peers now. And I feel like the kinds of things we talk about are, you know, what's worth the investment right now versus just a trend? And what do you think of, you know, this designer? And it's maybe more industry focused. And I feel like those questions about advice really are more event focused, if that makes sense. So what to wear to a wedding? I'm going to this cocktail party.
- [07:31]
B
What should I wear to these places? That's a big question women have, is what to wear to all the places I go. Yes.
- [07:36]
C
I think it's also proof that, like, it's not a unique experience to struggle with how to get dressed. Even if you do work in the industry, sometimes it's actually more complicated in a lot of ways. There's so many, like, layers and there's so much nuance to it. But I feel like my friends who don't work in the industry, a lot of what they struggle with is, like, how to look current without, like, they're trying too hard. Like, they don't want to feel left behind in the trajectory of, like, where fashion is heading, but they also don't care that much. Like, they don't want to know what I know, but they want to feel good when they get dressed, and they don't want to feel lame when they're out at a coffee shop. Like, they want to be a cool mom. Like, a lot of my friends are starting to have kids and, you know, I can't personally resonate with the struggle, but I'm sure I will soon of, you know, maybe losing your identity in terms of personal style after having children. But I can speak to my friends who have started to have kids, and definitely that's something that they talk to me a lot about, is like, I don't recognize my body. I don't recognize my day to day. I don't recognize my schedule. Like, I don't know how to get dressed and I don't like to. And I am struggling, like, so deeply. So they're so specific. Like, what jeans do I wear? What shoes? Yeah, even, like, shoes are really hard for a lot of my friends.
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B
And shoes? Yes. Bottoms and shoes.
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A
Jeans and shoes.
- [08:48]
B
Jeans and shoes, yes. There could be a whole conversation about all the denim silhouettes and what shoes. Go back to the denim silhouettes. Women have a lot of questions. In fact, that is our number one question that comes through on our social channels is what shoes do I wear with these bottoms?
- [09:05]
C
Yes, definitely. I think that's a huge thing. And denim silhouettes in general, I feel like, can speak to how, like, on trend you are or what your knowledge is. And so a lot of times I'll just get the funniest text from my friends, like, okay, like a wide leg. Like, is that. Am I lame? Like, do I wear that? Do I not? Like a skinny jean. I've seen the headlines, like, we're not doing that. But now I saw this other headline and we are like, you know, they're like, what's going on? Just like, tell me so it's funny.
- [09:30]
A
That's the nice thing, though, about this current moment in trend is that even like 10, 15 years ago, it was like, if you weren't wearing a bright, skinny jean, then you were doing it wrong. Whereas now it's like you can be like Kendrick and you can wear a bell bottom or you can. We wear a wide leg or you can wear a stove pipe there. I feel like there's more range at this exact moment in time, honestly. Probably leads to more confusion.
- [09:52]
B
It leads to more confusion, but it's also super free. So we're noticing that as well. We're noticing that women, in the past, women have. Have asked, what's the it gene? And it's really not about that. It's really about your collection of denim and the different silhouettes and. And how do I wear these different silhouettes? But back to. To the idea of being able to invest in more pieces. I think that gives you freedom to know I can invest in all these different silhouettes because we're just in a fashion cycle where it's not just about the one jean, but it does then lend to a little more confusion.
- [10:25]
A
There's, like, decision prowess.
- [10:26]
B
You wear a different shoe with the barrel than you wear with the wide leg and different with the straight leg. And it does lend itself to just some more questions.
- [10:34]
C
Yes, definitely. It's really about feeling good with who you are and your body. And, like, I don't look good in every trend. Like, my shape doesn't. And I try to not get, like, discouraged by that because it's really about, like, finding something in your closet, like when you're getting dressed, that's going to make you feel good that day. And that can change every day, you know, like, depending on your vibe or what you have planned. And so I think that's like a good reminder is you can look current if you're feeling confident, you just. And like, styling can change. And so I think there. There is a lot of freedom in, like, accepting that.
- [11:04]
B
Yeah, I feel like what women. I've noticed women want is they want to feel like themselves, but a modern version of themselves.
- [11:11]
C
Yeah, exactly.
- [11:12]
A
That's what accessories are for, my friends.
- [11:14]
B
Totally true. That's what accessories are for.
- [11:17]
A
They always fit, and you can change them depending on the season.
- [11:19]
B
Exactly, exactly.
- [11:21]
A
And then. So wear the jeans that you like.
- [11:23]
B
Y.
- [11:23]
A
Okay, so I want to talk about some of the findings. You mentioned a statistic earlier. So according to Ever Eve's State of Style survey, 90% of women feel that fashion is a form of self care. But 71% find that fashion is intimidating, which is wild. 57% of women have canceled plans or said no to an event. Because they didn't know what to wear. So, Lauren, I think of you as someone who has a very clear and assured sense of style. Do you ever have moments that you feel that way or have you ever felt that way where you're like, I'm just not going because I have nothing to wear?
- [11:57]
C
Yes. No, truly, all the time. I'm not. I'm not just gassing you up. I always feel like that I don't think I've ever not gone to something. I feel like in those situations, I just pick, like, the simplest kind of most comfortable thing. I have this, like, structure where I try to, like, look at my closet and find one thing that I know I'm gonna feel so good putting on. Sometimes that can be like, a crazy vintage Prada skirt. And sometimes it's like, actually, all I can stomach right now is the same black trousers that I wear every single day. And I'm gonna feel good in that when I walk out of the house. And so that's what I'm starting with. And I kind of build from there. But there's definitely moments of struggle, for sure, all the time.
- [12:37]
A
Even for you?
- [12:38]
C
Yes, even for me.
- [12:39]
A
So, Megan, when you looked at the results from the survey, were you surprised by what you were seeing, or did they align with what some of the information you had been receiving from your 100 stores?
- [12:52]
B
I think it was validating, and it was really helpful to understand and to just reconnect to kind of the feelings that I had so long ago in that dressing room and to know that even though the brand has grown and evolved and we've grown up in a way, that women still feel the same way that I felt in that dressing room that day.
- [13:14]
A
So the survey also showed that 80% of women feel that fashion doesn't understand how women actually live. And. And I feel like we've had this conversation over the past few years that after a show, one of the greatest compliments that anyone can give a designer is to say, like, oh, this designer really understands women and really appreciates women and really enjoys women. It feels like this sentiment rings true at every level. So, Lauren, as someone who attends these shows, what does it look like when a designer does understand how women actually live? Aside from pockets? I mean, how many times have you put on something and someone's like, oh, that's so cute, and you say, and look, it has pockets?
- [13:52]
B
Yeah.
- [13:52]
C
No, I think that when you experience those collections, whether it's live or you're seeing the images of it afterwards, to me, when a designer really Loves women, and that's a parent, is when I think the point of view of a woman is considered when creating this collection or creating one look. It's not about designing something that's specifically flattering, quote unquote, on a woman, or perfecting a specific silhouette that is traditional to women's dressing. I think it's really about considering the complexities of women and more about, like, you can look at a collection and whether it's from one look specifically or a whole entire, you know, like, specific sections or just the collection at large. Like, you can see that that person, the designer was considering, like, where the woman is going, what she is doing, what she stands for, that she's busy, that she is complex. And there's a lot of intimacy that I think is considered there with the busy life of a woman. I think designers who do this really well are Sarah Burton of Givenchy. That's a narrative that we're seeing a lot right now. She just left Alexander McQueen, Muchia, Prada, of course. I think she's always breaking down these stereotypical ideologies of what a woman represents and flipping it on its head and just surprising people every single time she shows a new collection. Tory Burch, Rachel Scott, now at Proenza, I think those are female creative directors right now that we're seeing that, in my opinion, love women. And then male creative directors I think right now that are doing this well are Joseph Altazara, Peter Mullier, who's now going to Versace from Alaia, and of course, Mathieu Blazey from Chanel. I feel like the new Chanel Club are. Are a true showcase of, like, women can be anything, and they are everything. And it's not just one note at all, but I think a pocket. It's like something as simple as that is. Like, she's busy. She has stuff like, she's on her way. She has to have function. It's not just about, like, a pretty dress or a pretty perfect form at all. It's actually, like, a lot about the imperfections and kind of just taking that into consideration for me.
- [15:44]
A
So, Megan, you're coming from the other side of the industry. And in addition to Ever Eve having your own brand, you also work with lots of incredible, incredible brands like Favorite Daughter and Frame and Claire V, who's a personal favorite. Her store is right down the street from me in Silverlake. When you're thinking about Ever Eve the brand, or you're thinking about what other brands that you're bringing in or specific products that you're bringing in what are the guardrails that you have in place to make sure that your curation is actually speaking to the way that women live.
- [16:15]
B
Our customer wants to be modern, so she does want to feel like herself, but she wants to feel like the modern version of herself. So trend and curation of trend. So not every trend is wearable. Correct. Very true.
- [16:29]
C
Right.
- [16:30]
B
And so for us at Evereve, we really curate naked dresses that are right. Right. Like the short. What's going on with, like, the bathing suit, the micro shorts. Right.
- [16:41]
A
Not as grounded in reality for most of us.
- [16:43]
B
Not grounded in reality for most of us. So we. We just love the idea of, like, not every trend is right and wearable for evereve. So our team does the hard work of curating and editing the trends to what we believe is really right and wearable for our customers. So that's the first point. The second piece is ease and unfussiness. The women we serve are really busy. They are working full time. They're taking care of families. They're involved with, their friendship. They give back to their communities. And these women are taking care of a lot of things. They love fashion, but their lives are really busy, and they are looking for things that are modern but wearable and easy and unfussy versatility. These women, they are, you know, going to work, to soccer games, to nights out, to girls trips, to work trips. I mean, they are doing it all, and they are looking for pieces that are going to do it all with them. And the last thing is edge. A little bit of something that maybe makes her feel like she's true to who she is, but she's moving forward. So just maybe something bold that maybe feels for her a little bit new. And these can be something simple, like tying, you know, a scarf around her neck with a T shirt, or it could be wearing a new silhouette that she thinks is interesting.
- [18:09]
A
Before I buy something, I try and think, do I have three things that I could wear this with that I already own that are already in my closet? And do I have three different locations that I could go, like, could I wear this to work? Styled one way, Could I wear this on the weekend? Styles another way? And could I wear it out for, like, drinks or a dinner date with girlfriends for another? Not everything has to hit all three on both sides, but, like, the closer we can get to that. I want my closet to really, like, work for me.
- [18:33]
B
Comfort is. Is another thing that is incredibly important. I want to be able to move comfortably in my clothes.
- [18:41]
A
That's why I Ended up in kitten heels. I have downgraded from my 4 inch heels pre pandemic too. Yep. That is something I have given up along the way. I'm like, I'm not going to stuff my feet in torture chambers anymore.
- [18:53]
B
Want comfort. And it's really important in that curation.
- [18:57]
C
Yes.
- [18:58]
A
So another stat from the study that stood out to me is that 65% of women feel that they have lost touch with their personal style, which is interesting because it does indicate that they feel like they were in touch with it. And to me, I can only imagine that part of what's going on right now has to do with like, to some degree, the pandemic. And I feel like everyone had a big shift into sweats, into comfies, and then came out the other side and said, now what serves me now. That also happened to align with maternity leave for me. So I had the double impact of like, oh, who am I now? As a mom of two kids? Which, you know, certain practicalities had to come into consideration because, you know, some of the skirt length choices I was making before having kids doesn't make as much sense when you have two little ones.
- [19:41]
B
Women are ever evolving and they're changing, Their priorities are changing. The way they spend their time is changing, their bodies change.
- [19:49]
A
It's interesting because I feel like I had a uniform pre kids and then it has taken some time to like figure out what the new uniform is for me as time has gone on.
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B
What is that uniform?
- [19:59]
C
Yeah, I was gonna ask.
- [20:00]
A
I'm curious, like my pre uniform or my current uniform?
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B
Current uniform I wanna know about.
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A
It's a long leather pencil skirt at this point in time.
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C
This is my current.
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A
So I love a leather, like a longer, like a midi pencil skirt. But I like them in leather. So I have. Because I feel like that's the thing where it's like, it's a little edged.
- [20:16]
C
Yeah.
- [20:17]
A
But it's a traditional silhouette.
- [20:19]
B
Yeah.
- [20:19]
A
And it's something that I can wear like with a flat or I can wear it with a heel. I can wear it with a T shirt. I can wear it with a sweater. I think they're surprisingly versatile.
- [20:27]
C
Yeah.
- [20:28]
A
And they make me feel great.
- [20:29]
B
I have a uniform right now too. And my uniform right now is definitely some sort of relaxed denim, maybe a barrel. Ish.
- [20:38]
A
Yeah.
- [20:39]
B
A solid sweatshirt. Some sort of flat. And then I'm just really.
- [20:43]
A
Fancy flat.
- [20:44]
B
I was going to say a fancy flat. Fancy flat.
- [20:45]
C
Fancy flat.
- [20:46]
A
Coming out with a fancy flat and then some interest.
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B
Something fun. But then like, I'm really Into, like, the personality pieces? Yeah, yeah. Like taking the scarf and the necklace, the beads, the belts. I can make so many outfits, so many. With, like, a sweatshirt, a relaxed jean, and like a flat, and then just kind of mixing all the personality pieces. It's super fun. And it's so nice when you're overwhelmed or you are busy to lean into those formulas that really work for you.
- [21:16]
A
So I love that it took a minute to revitalize. As I said, I've brought in trousers, which is something that I didn't realize, like, oh, I do like a trouser. Just as long as it's a wide leg trouser. That's almost more of a skirt going in that direction. That's where I feel comfortable. Lauren, what do you do when you feel like you need to revitalize your closet?
- [21:34]
C
Clean out your closet every six months. Because to your point, women are always changing. Your lifestyle is changing, your circumstances are changing, and it can be very discouraging to look in your closet, and you can instantly get, I think, discouraged and feel negative. And an instant, like, lack of confidence can come from viewing things that either are from your past that, like, maybe don't fit you anymore or are too nostalgic, and then you kind of get sad and you're like, oh, I remember that time. Or you're just. It's not a reflection of your personal style at the moment. And then you get confused. And I feel like eliminating all of that by doing these clean outs regularly can really help set you up for success. So that every time you open your closet, you're feeling positive and encouraged and confident in what is in there versus, like, it's just a mess and you don't know. And it's like a hodgepodge of every stage of your life. It's hard. I'm struggle with cleaning out my closet a lot because I'm like, what if I wear that one thing in like, three years or have this one event, you know, but it's. It's very hard. I feel like there's a fine line. You can keep some things, but I think the clean out, it really will set you up for success. And I think it's important to be reactionary to your personal style changing instead of just not really taking it seriously. I think that will help you when it comes to shopping and realizing, like, what am I missing? Like, I'm loving a pencil skirt now. I actually don't know that I feel confident in, like, the top options that I have or the shoe options to pair with that Like, I think being reactionary to those changes that you make in your life and in terms of your personal style will help you just be. Getting dressed will be, like, so much easier every single day.
- [23:05]
A
Wait, Megan. I want to know what you do, though, because I feel like you're spoiled for choice. Like, you probably have. How do you look at all of the merchandise that's coming in and know what's in the stores? And how do you keep focused?
- [23:18]
B
Like, just for me or for the you? For me, I want to feel like myself. I want pieces that, you know. I think it's a lot about knowing who you are. Yeah. I think it's important to ask ourselves how we want to feel in our clothes.
- [23:30]
A
Yes.
- [23:31]
B
Like, when I'm working with customers in the store, that's the first question I ask them. How do you want to feel? How do you want to feel when you're at the office? Or how do you want to feel on the weekend? And then really guide them to those pieces that reflect how they want to feel.
- [23:47]
A
Evereve has been around for 21 years. Who, what, where has been around for 20. I feel like things are moving at warp speed right now. There's so much content online. Guilty. We're seeing things happen so quickly. 74% of women feel overwhelmed by all of the choices when getting dressed. How do you keep your customers from going through that?
- [24:06]
B
I think, number one, we want to do the hard work of curating trend for them.
- [24:10]
C
Yeah. Yeah.
- [24:11]
B
So at number one, curating trend and hopefully building trust with them and let them know, you don't have to do this. You don't have to curate through all of this noise. We know you, we care about you, and we're going to do that work for you. Of curation. Number two, showing them how to put the pieces together, the styling, and finally building a community where we are supportive, and we really want to build a community rooted in connection and just genuine love for our customer.
- [24:40]
A
Yeah. So, Lauren, I'm curious about how you decipher, because you have to look at Runway shows for work. You have to have an eye on it for the celebrity cover shoots that you're doing and the trend stories you're going to do. How do you differentiate between something being interesting because it's new and buzzy versus something that is actually your personal taste? Because you said not every trend is for you.
- [25:06]
C
And it's so hard. I feel like it would not be the human answer to not acknowledge that. It's so easy, I think, to get swept up in the newness And I think especially with social media and algorithms, you see all these.
- [25:17]
A
And friends in the industry.
- [25:19]
C
Yes, and friends in the industry. They're. They're the worst ones, honestly, in terms of influence and peer pressure and all the things. But, you know, you see everyone with it, and you picture yourself with it, and it's very easy to lose your sense of personal style in that. So I think if you are in a stage where you're feeling confident in your personal style, that should be your foundation for filtering through these trends and kind of quieting the noise a little bit. I feel like I always like to give myself time. Like, I get obsessed with something, and I never act on it right away. If anything, I'm, like, late a little bit because I'm like, okay, I want to see, like, does this fade out? Is this, like, a real thing? Is this bag actually the new it bag? Or do we just see it on 10 celebrities who are paid to wear it? Is, you know, like, is this crazy thing, like, is this going to be a new wardrobe staple, maybe for me? Or is this just, like, something that's a little too kooky? And I always do what you were suggesting. How does it fit into my preexisting wardrobe? Because that speaks to my personal style.
- [26:20]
A
Right.
- [26:20]
C
It's just important to think about how it works into your life and if it's going to bring you joy versus, like, you chasing the clout of participating in this specific movement that's happening.
- [26:31]
B
Sometimes trying it too. Like, I encourage customers. I'm like, just try it. Like, you might. You might try it on and not like it, and then you're not gonna think about it anymore.
- [26:39]
C
I was actually gonna say, like, I think that a lot of personal style can. And that confidence that can come with that comes from being experimental, which is the last thing you probably want to do if you don't currently have that confidence. But it's through the trial and error and, like, participating in fun new things where you can be like, okay, that's literally so wrong for me. Or you can be like, oh, I didn't know that. I want. I like a sporty. Like, I like this necklace. Like, I would have never tried that on, but because it's kind of trendy and especially for what you do, like, that curation and kind of making it more accessible can really help be like, a, you know, a gateway piece to finding your personal style.
- [27:15]
B
In a lot of ways, I feel, like, curiosity and staying curious. And when I work with customers in the dressing room, I tell them, you know, try something. Like, you don't have to buy it. Yeah. But if you're interested or you're curious, you don't think you're going to like it, you're going to try it on, and then you're going to know more about yourself. If you like it or don't like it. It just gives you more data, more insight into who you are and how you want to feel in your clothes. So I love that idea of staying curious.
- [27:38]
C
Yes. I feel like a lot of times in that situation, people say, oh, I could never pull that off. And it's actually my pet peeve because have you ever looked at someone who's, like, confident and wearing a cool outfit and been like, that girl's not pulling that off? I've never thought that, like, if you carry yourself and you feel good and this in this thing, like, no one's thinking about you as much as, like, you're thinking about you.
- [27:59]
B
Right.
- [27:59]
C
So I hate when people say, like, I can't pull that off. It's like, yes, you can. Like, if you like it and you feel comfortable in it when you look in the mirror, then you're pulling it off. Like, that's it.
- [28:07]
B
I keep trying things that I'm like, I. I try it on. People tell me they love it on me, and I'm like, but I don't wear this, like, it just, like, for me, blazers, like structured blazers. As much as I try and people are, you look great. I am. Like, I just. I just don't feel like myself in them.
- [28:23]
C
Oh, shorts.
- [28:24]
B
Yours are shorts. I. I'm with you.
- [28:25]
C
I don't think I own.
- [28:26]
B
I. I'm with you.
- [28:28]
C
Any short.
- [28:28]
B
What do you do in the summer?
- [28:29]
C
In the summer, I wear skirts. I love. Yeah. I love, like, a long skirt, linen midi skirt, like, wide leg, linen pants. I do have some, like, old, like, really big, like, baggy Levi's that I've, like, cut that I'll wear to, like, the beach. But, like, I'm not wearing that as, like, an outfit choice for my, like, I'm just like, I am so, so function. Yeah. But it's fine because it aligns with my personal style.
- [28:52]
A
Yeah.
- [28:53]
C
Today. And that could change.
- [28:54]
A
You never know. You never know.
- [28:56]
B
Yeah. Keep trying it.
- [28:57]
A
Maybe just one.
- [28:58]
B
Right. I know.
- [29:00]
A
I always think about this in terms of vacation shopping.
- [29:03]
B
Yes.
- [29:03]
A
I get worried about when I buy something for vacation Hillary, but vacation Hillary doesn't exist in real life, you know, like, you have to, like, rein it back in sometimes, too. Also.
- [29:12]
B
That's.
- [29:13]
A
That's Where I get in trouble sometimes vacation or shopping for a version of myself that I wish I was, but that's not. That doesn't necessarily have bearing on reality. Like, I would love to be a more like, stern, sharper, like, power lady. And I'm like, that's just not who I. To the blazer point.
- [29:30]
B
That's not me.
- [29:30]
A
It's just not really the thing. I think that. But I think it's important to try
- [29:34]
B
all of these things. It's so important to try it.
- [29:36]
A
Vacation Hillary is an interesting one.
- [29:38]
B
That's so interesting.
- [29:40]
A
I was like, what am I doing here? You don't need a whole new wardrobe for it. I'm just saying.
- [29:43]
C
No.
- [29:43]
A
Okay. So there were a couple of other stats I thought were particularly applicable to who, what, where and ever Eve and what we both do. 71% of women wish that they had access to a personal stylist or a trusted fashion guidance of some sort. And 68% of women wish that they had someone to help them make sense of the trends. Both of our brands are trying to do this in different ways and be that fashion friend for our communities. After hearing all of these results, how are you thinking about this information, Megan, and, like, how you can help your customer? And how are you thinking about it, Lauren, in terms of what. How we can help our audience?
- [30:20]
B
We get a lot of information from our store leaders because they are working closely with our customers. So every week we are having them share with us, like, what are the real questions women are facing? Social media. We're just really focused on listening and learning from our customers, so we know how we can help solve those questions.
- [30:43]
C
Yeah, I was gonna say something similar. I think we do a really good job and are always trying to grow in this way of listening to our audience, listening to all of our readers, and doing the research on our end to be able to best meet their needs. And I think that also comes with bringing on new voices to who. What we're. We have an amazing new editor and residence program where we have moms on there. We have people who work in different industries. And I think diversifying the points of view in which we're speaking to our audience is very helpful. And I think hopefully our readers would agree that it kind of adds a new level of authority to a lot of our content because we know what we don't know. And we want to get the experts to best meet our audience exactly where they're at, when we might not be the best person to do that. And I think we just have an Amazing team of editors who are really good at keeping all points of view in mind when it comes to shopping content. All body types, all races, all backgrounds, all wealth brackets, all of it. Like, I think the goal of any piece of content on who, what, where is, which we always say and remind our editors and our team about, is like, we want everyone to be able to read this piece of content and see themselves, whatever that means.
- [31:48]
B
Right.
- [31:49]
C
And I think just continuing to try to push forward in that way is going to be helpful in this.
- [31:53]
B
You know, obviously, I spend time listening to trend experts and the fact that's a lot of what we do.
- [31:58]
C
Yeah.
- [31:59]
B
But I really try to schedule a time and make it a priority, spend time with the real customers, the real women, and get in that dressing room and get in our stores and just talk to them. It's so important. Right now, the number one question women have. You want to know what it is, what I'm experiencing? Women have lots of questions about tucking. Do I tuck? Do I not tuck? Do I half tuck? The cropped. The shorter length tops and jackets are really confusing women right now.
- [32:31]
A
It's a millennial top.
- [32:31]
B
It's a millennial. It's, like, really confusing to them right now. Um, I'm so excited that our number one selling top for the week was. Is a. Is a bubble top, because I. I feel that women are confused about, do I tuck? Do I not tuck? And the answer right now is there's a lot of really great no tuck tops, like the bubble. And I think she's responding so well to the bubble.
- [32:56]
C
It's like a mystery on the body, too. You're like, is it tucked?
- [32:59]
B
Is it not? Because it's our number one. We have a really great bubble top. And I, just, before I came here, looked at our. Our week selling, and it was number one. And it's the haze bubble top. And it really is, because it's answering the question of, like, do I tuck or do I not tuck? And I do think that there are lots of questions around that. For a while, we had, you know, the half tuck, and now we're doing, like, the full tuck. And so I think there's just a lot of really interesting questions about tops right now.
- [33:23]
C
And jacket tops are so hard. That's so cool that you can do that. And you have that, like, you know, IRL interaction with these people. Yeah.
- [33:31]
B
And I love what I love about every. It's like this advantage of, like, the women across the country. Yeah, yeah. Right. And getting into those stores and talking to our leaders My husband and I, we tour stores. I'm going to Florida Thursday, and then I will go to Texas.
- [33:47]
A
Do you have regional differences in terms of, like, what people are asking? Like, Florida isn't asking different questions than Vegas.
- [33:54]
B
No, that's the great thing. When we started this brand, you know, our first market we got into outside Minneapolis was Chicago. And we were so nervous, like, oh, it's gonna be so different in Chicago. I'm from Chicago. So I was like, oh, yeah, it's gonna be so different. I know the area really well. No, no, no.
- [34:10]
A
Questions are questions.
- [34:10]
B
The third market was Denver. Oh, it's gonna be so different in Denver. No, what we find is that women have a lot of the same questions, and the women that love every. They want the same thing. They want fashion that's modern, effortless, versatile, comfortable, with a little bit of edge. Those are really what they care about. And it doesn't matter if she's in Texas or she's in Colorado or Boston or California. It does feel like they want the same things.
- [34:38]
A
Okay, so before I let you guys go today, we have a little lightning round. I'm gonna ask both of you, but for this question, I'll start with Lauren. Last big fashion risk you took.
- [34:48]
C
My wedding dress. Oh, I feel like my wedding dress was.
- [34:52]
A
It was a fashion dress.
- [34:54]
C
Yeah, it was a fashion girl dress, which wasn't really my plan going into, like, the shopping.
- [34:59]
A
I remember.
- [34:59]
C
Yeah, like, at all. But it was two pieces. It was like a bra top, and then the corset skirt kind of, like, came up right under, like, right on my ribs. And from. From the back, you could see, like, the split, but it didn't. I wasn't, like, my stomach wasn't showing or anything. And it was, like, tea length. And just everything about it was kind of different. It not even really white. It was kind of like a subtle, like, gray, metallicy. Like, it just looked like old world. And definitely was a risk, but it didn't feel like it in the moment. But when I looked back, I was like, oh, wow. Yeah, that was kind of crazy, but I loved it. It was so me.
- [35:35]
A
Lauren looked beautiful.
- [35:36]
C
I wanted to see.
- [35:37]
A
I want to see.
- [35:37]
C
I'll show you. You have to show me your daughter's wedding.
- [35:39]
B
We'll have some pictures to exchange after this.
- [35:42]
A
Megan, what about you?
- [35:43]
B
Back to the wedding. My daughter just got married three weeks ago, and. And I took a fashion risk. Unlike you, I never wear dresses and
- [35:51]
A
skirts,
- [35:53]
B
so I wore a really great, like, pant, a navy blue pant, and this beautiful Just really this top that was so feminine and just beautiful. I was in a little shop in Paris with our merchant team this past fall. It was a little bridal shop. And I went into this little shop and was. Had my eye open. I was kind of looking for Mother of the Bride dresses and saw this outfit. It's like a little. Just a little set. Tried it on, and I knew instantly. I'm like, this is what I want to wear to the wedding. I came back to the United States. I tried on every Mother of the bride dress you can imagine. I went to New York, to Fifth Avenue. I tried on all these dresses, and I just kept going back to that one. It's kind of like a pant set that I bought in Paris, and I'm so grateful that I found it.
- [36:41]
C
Yeah, it's.
- [36:42]
B
And I just feel sad, like, if I didn't find it, I would have been in maybe a dress I didn't feel like myself in. And I just am so grateful that I found that. But it did feel like a risk. When I was walking down the aisle, I did feel a little bit nervous that women might. You know, other people might be like, why? She's not.
- [36:59]
C
She's in pants.
- [36:59]
A
She's in pants.
- [37:00]
C
Yeah.
- [37:00]
A
I think that's chic.
- [37:01]
B
But I think everyone loved it. Like, everyone loved it. It was.
- [37:05]
A
My mom wore pants to my wedding.
- [37:06]
B
Did she wear pants to your wedding? Yeah. It just is very chic, and it just felt.
- [37:09]
A
She felt her. She doesn't wear dresses.
- [37:11]
B
That's how I felt.
- [37:12]
C
Yeah.
- [37:12]
B
I just felt like myself. So I love that.
- [37:15]
A
Okay, Megan, what is something that you have recently seen or read or watched that inspired you to try something new? A new look?
- [37:22]
B
The combinations of just personality pieces into, like, a basic uniform, like jeans and. And a sweatshirt. And how can I elevate those? How can I. How can I use accessories to really elevate them and dress them up? I'm really inspired by it. There's a lot of creativity in that right now that I'm seeing out there, and I'll see something and be like, I like the way she styled that. And I'll. I'll try to be inspired by it and try it out at home.
- [37:46]
A
Lauren, what about you?
- [37:47]
C
I was recently so inspired by the fall winter 26 Prada collection in Milan. It was very innovative. Yes. And kind of revolutionary. It was. Basically, they only had 15 models cast, and each model had four looks, which essentially was one look that was layered up. So every time they went backstage, they took off a layer. It was such a testament to. To me, like, the complexity of a woman. Like, she has all of these different personalities and duties, responsibilities, like, sides to her. And it also was a great testament to making your wardrobe work harder for you, smarter for you, not harder for you. It made me, like, reinvigorated by my own closet to think about how I can make these pieces that I have, whether it's a personality piece or something that's maybe more foundational. Like, how can I make it be interesting and layer it in different ways and wear it in different ways versus just trying to chase, like, the next cool thing?
- [38:40]
A
Okay, last question. We'll start with you, Lauren. Number one tip. For people who are standing in front of their closets getting ready and thinking that they have nothing to wear, I
- [38:49]
C
really would encourage you to try, like, finding. Thinking about what it is you're going to, whether it's the office and coffee date at a cocktail party. Like, find one thing, whether it's a top or a shoe or even a bag, a skirt, etc, that you love, and be like, okay, this is where I'm starting. Because then you're starting with, like, the piece that you know you're gonna feel good in versus trying to, like, find some outfit to fit, like, the thing you're going to that's not serving you. That works for me. It's hard. It's not. It's not always the easiest, but I think it helps me, like, set me up for success with, like, the overall look when I'm starting with, like, this skirt that I really think, like, fits the event, and I love it, and I know that I like how I look in it, and I feel good. And then the rest of it kind of falls into place for me.
- [39:33]
B
I tend to think about how I want to feel that day. I also. Sometimes I start with my shoes.
- [39:39]
A
Oh.
- [39:40]
B
Because I think about my day and what I have to do and how I want to feel. And sometimes I like. Again, back to this comfort piece. Yeah. I start with how I want to feel and then envision what kind of shoes I need to wear to kind of get the day through the day. Yeah. Right. That makes sense. Or how. And then I'll build my outfit around that.
- [40:03]
C
What about you, Hillary? What's your strategy?
- [40:06]
A
So I have a handful of, like, hero bottoms. So a leather midi skirt, a great trouser where I'm like, okay, these are simple foundational pieces that I can, like, anything, can kind of go with it. And I always start there because tops are much easier for me. Bottoms are. Are trickier. So if I have a great skirt or a great trouser, everything can flow from there.
- [40:31]
B
I love that.
- [40:31]
A
And when I really don't know what to wear, I wear a dress because it's just one piece.
- [40:35]
B
I love that conversation about bottoms, too. We've always say it every like, she'll come in for tops and definitely tops keep her back. But what keeps the customer for life is if you can fit her in a bottom.
- [40:44]
A
Yeah, I would agree with that.
- [40:46]
B
Keep your bottoms. I love that. Like, have your staple bottoms. That's so great.
- [40:51]
A
Well, thank you so much, Megan.
- [40:52]
B
This has been such a pleasure. Thank you so much for huge fans.
- [40:55]
A
Thank you.
- [40:56]
B
And we're just so grateful.
- [40:57]
A
So nice.
- [40:59]
B
Thank you.
- [40:59]
C
Such a pleasure.
- [41:00]
B
Thank you, thank you. Thank you.
- [41:01]
A
So fun.
- [41:02]
B
Yay.
- [41:09]
A
A huge thank you to Evereve co founder Megan Tampte and who, what, where's executive editorial and style director Lauren Eggertson. You can now watch all episodes of the POD on our new who what where podcast YouTube channel. So please subscribe and check us out there. If you have any guest suggestions or any other feedback, find us on social at who what Where. See you next Wednesday on the who what Where Podcast. This episode was produced by Hilary Kerr, Summer Hammeris and Natalie Thurman. Our audio engineers are at Glen Canyon Audio and our music is by Jonathan Leahy, Sam.