Podcast Summary: "What We Wore" Episode 149 – Stephanie Dannon | Film to Fashion

In Episode 149 of What We Wore, host Laura Vinroot Poole sits down with Stephanie Dannon, a former film producer who successfully transitioned into the fashion industry. Stephanie shares her inspiring journey from the world of cinema to launching her acclaimed fashion label, delving into the challenges, insights, and personal experiences that shaped her unique approach to design.

Early Life and Cultural Influences (00:34 – 04:32)

Stephanie Dannon opens up about her multicultural upbringing, emphasizing the significant influence of her Moroccan heritage and life in Montreal, Canada. Born to Moroccan parents, Stephanie spent her summers in Casablanca, which deeply impacted her aesthetic sensibilities.

Notable Quote:

Stephanie Dannon (01:15): "I am originally from Morocco. Both my parents are Moroccan... I grew up in Montreal until I went to college in Boston."

She describes Montreal as a vibrant, cosmopolitan city that fostered her appreciation for diverse cultures and styles. The blend of francophone and anglophone cultures, coupled with her parents' involvement in the fashion industry, provided a rich tapestry of influences. Her father managed a showroom distributing renowned brands like Fuchi and Chef Mar, while her mother had her own line distributed across Canada.

Notable Quote:

Stephanie Dannon (04:32): "We grew up with a real sense of refinement. The color palettes, the textures, and the fabrics—it comes kind of in our DNA."

From Film to Fashion: The Transition (07:33 – 16:28)

Despite a strong foundation in fashion, Stephanie pursued a career in film, seeking to explore deeper human stories and characters. Her early success in film, including a project acquired by Miramax at age 21, marked the beginning of her cinematic journey. However, frustration with the slow-paced and often insular nature of the film industry led her to reconsider her path.

Notable Quote:

Stephanie Dannon (07:41): "I spent a lot of time writing and getting deeper, not looking at the surface of what you look like and what your clothes look like, but getting really big."

The turning point came as the entertainment industry shifted towards television, aligning with her impatience for prolonged development processes. Concurrently, Stephanie noticed a gap in the fashion market—a lack of curated, versatile, and reasonably priced luxury options for modern women who sought elegance without obsession.

Notable Quote:

Stephanie Dannon (11:28): "What is a woman like me who makes a pretty good living but has a lot of other interests besides fashion? What is this girl shop?"

This realization inspired her to leverage her production skills to create a fashion brand that mirrored her values and catered to women seeking both style and practicality.

Launching a Fashion Brand: Building "Co." (16:28 – 23:03)

Starting her brand, "Co.," Stephanie relied heavily on her background in film production. She underscored the importance of managing production and meeting deadlines, skills honed from her previous career, which proved invaluable in the fast-paced fashion industry.

Notable Quote:

Stephanie Dannon (17:00): "Your factories and your production are the most important. You really can't ignore that."

With an initial investment of $60,000 sourced from personal savings and small-scale funding, Stephanie and her partner launched "Co." without external financial backing. They operated humbly, using their living spaces as initial showrooms and relying on internships and friends to support their burgeoning business.

Notable Quote:

Stephanie Dannon (20:10): "I used every bit of my $30,000... It was really just us living very humbly the first two years."

Their breakthrough came in 2015 when industry heavyweight Andrew Rosen invested in "Co.," providing not just financial support but also mentorship and valuable connections with department stores. This partnership marked a pivotal moment, solidifying "Co."'s position in the luxury fashion market.

Notable Quote:

Stephanie Dannon (22:19): "Within half an hour he said, 'I'm in.' Now it was serious."

Navigating Challenges and Achieving Success (23:03 – 25:13)

Stephanie candidly discusses the volatile nature of the fashion industry, highlighting the constant need to adapt to market trends, economic shifts, and consumer preferences. She emphasizes the importance of resilience and maintaining a balance between artistic vision and business pragmatism.

Notable Quote:

Stephanie Dannon (23:24): "Fashion is very fickle. You have to be very careful and always stack some cash under the mattress because you just don't know what tomorrow is going to bring."

Despite these challenges, "Co." garnered an exceptional response from retailers like Barney's, achieving near-perfect sell-through rates. This success underscored the alignment between Stephanie's vision and the market's demand for thoughtfully designed, versatile clothing.

Notable Quote:

Stephanie Dannon (18:10): "Sell through was like 99.9%... That was the goal."

Personal Authenticity and Connection with Customers (28:41 – 32:17)

Stephanie delves into the personal aspects of her brand, revealing how her own struggles and experiences influence her designs. She writes essays and shares real-life challenges to connect authentically with her clientele, fostering a sense of community and relatability.

Notable Quote:

Stephanie Dannon (29:13): "She is... a woman who wears my clothes. She's working. She has a family... She has to struggle with so many things that I have had to struggle with."

This vulnerability not only humanizes her brand but also differentiates "Co." in a market often criticized for its superficiality. By integrating her personal narrative into her fashion line, Stephanie creates garments that resonate deeply with women navigating similar life experiences.

Notable Quote:

Stephanie Dannon (32:17): "Being vulnerable has been an incredible experience for me. I believe in it and being real with people."

Advice for Aspiring Entrepreneurs (32:17 – 33:48)

Reflecting on her entrepreneurial journey, Stephanie offers valuable advice to emerging designers and business owners. She stresses the importance of execution over perfection, advocating for taking actionable steps even when ideas are not fully developed.

Notable Quote:

Stephanie Dannon (33:08): "We can get caught up in trying to deliver perfection, and in that, we miss the window of execution."

Stephanie encourages entrepreneurs to embrace both artistic integrity and practical implementation, ensuring that ideas are brought to life in a timely manner without being hindered by the pursuit of unattainable perfection.

Personal Anecdotes and Reflections (33:48 – End)

In a light-hearted segment, Stephanie reminisces about her prom dress—a handmade creation by her mother—highlighting the enduring influence of family and tradition in her life and work.

Notable Quote:

Stephanie Dannon (34:14): "My mother made my dress."

This nostalgic reflection underscores the foundational role her family and cultural heritage play in her design philosophy, blending personal history with contemporary fashion.

Conclusion

Stephanie Dannon's journey from film to fashion exemplifies the power of leveraging diverse experiences to create a meaningful and successful brand. Her emphasis on authenticity, quality, and connection with customers serves as an inspiring blueprint for aspiring entrepreneurs in the fashion industry.

For more insights and updates, follow Laura and What We Wore on Instagram @shopcapitol and @whatweworepodcast.