New Fashion Brand TRULY Taps Influencers To Create Collections Driven By What Women Really Want

Who hasn’t scrolled through Instagram looking for some style inspiration? These days that feels more common than going over your own closet for outfit ideas. And that’s exactly the sentiment that TRULY, a new creative direct-to-consumer digital platform, is tapping into. They offer ready-to-wear collections designed by influencers. “TRULY was founded to make the shopping experience more inclusive for today’s young women,” says Ethen Kang, TRULY Co-Founder and CEO. “The social media-driven generation of young women today has been empowered to express themselves more freely and find shopping inspirations more easily thanks to social media. However, the fashion that they’re inspired by is not accessible to all women. The fashion industry has historically been built around exclusivity, and the way fashion is made for them hasn’t really changed. So, we wanted to solve this problem by reversing the way fashion is made today and co-creating collections with influencers for their followers and today’s young women.”

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Gabriella Zacche in her “Sunday Afternoon” collection for TRULY

COURTESY OF TRULY

They tapped fashion influencer Gabriella Zacche for the debut collection, titled “Sunday Afternoon.” “As a blogger and content creator, I’m constantly curating the outfits and the looks (and the bits of my life) that go into my Instagram page and blog,” Zacche says. “Vintage pieces always played a huge role in the way I dressed, so I wanted to reflect that in the collection. Our mood board set an intense mellow and nostalgic mood—very feminine and delicate at the same time. I brought in a couple of pieces I own, which were inherited from my mother’s closet, to also serve as inspiration for the designs. I wanted most of the tones to be pastel and/or neutral so that women could mix and match at home and have those pieces as their spring wardrobe staples. We chose the name ‘Sunday Afternoon’ because that is when I focus the most on my self-care, dress in a relaxed way to go to the farmer’s market, chill at home with my coffee and my family, and finish up the day by going out for dinner. Each piece from the collection reflects one of these Sunday moments.”

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Gabriella Zacche in her “Sunday Afternoon” collection for TRULY

COURTESY OF TRULY

TRULY aims to transform and challenge the fashion space with a unique e-commerce approach, new designs, and their influencer partnerships. “First and foremost, at TRULY, we see every woman as an influencer, and these influencers are women,” says Madelyn Rosario, TRULY Co-Founder and CMO. “Your everyday girls who loved fashion became influencers, and many of them are aspiring entrepreneurs and the pioneers of the idea ‘there isn’t a space for me in fashion, so I’ll make it myself.’ We like to partner and co-create with these style leaders in those communities because not only are their voices louder to help us deliver our message to a bigger audience, but they represent a variety of different styles that we can leverage off of to always have something that a consumer feels like it truly speaks to them. With TRULY, we believe we can support all women—both influencers and customers—by creating a collaborative space for all women to have a say on what goes into the thing they love so much. It’s time to stop leaving out the ‘regular girls’ from the bigger conversations.”

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Gabriella Zacche in her “Sunday Afternoon” collection for TRULY

COURTESY OF TRULY

When looking for influencers to partner with, they aim to have a good mix of people in terms of style, so that more women can relate to their community. They seriously consider feedback on social media from their customers as to which influencers they would like to see TRULY partner with, as the goal is to involve them every step of the way. “As a young woman myself, I like to take the conversation offline,” Rosario says. “We throw content parties where we invite a lot of young women and stir a conversation with them, all while keeping it fun and creating content together. As our mission goes to empower women, our goal is to become more and more creative to enable deeper conversations with women, and this is just the beginning.”

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Gabriella Zacche in her “Sunday Afternoon” collection for TRULY

COURTESY OF TRULY

That’s another reason TRULY went the direct-to-consumer route. “We wanted to create a space where all women feel invited and connected with influencers and one another, thereby offering an emotional shopping experience,” says Shawn Kim, TRULY Co-Founder and CTO. “We believe typical retailers today don’t provide that kind of experience. We wanted to own the direct conversation with our customers from the onset in order to build a strong community. Second, we wanted to provide more value to our customers. By cutting out the middlemen, we are able to offer the premium quality clothing that that women have always wanted at an accessible price point.”

Zacche took that principal to heart when designing her collection. “ We created the collection thinking about what my followers would like to see in my collection,” she says. “I always try to connect with my followers as much as I can, and I’m constantly reading their comments and DMs, and analyzing the content with which they engaged the most, and that strong connection was also very much reflected on the collection.”

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Gabriella Zacche in her “Sunday Afternoon” collection for TRULY

COURTESY OF TRULY

Ultimately, TRULY aims to be more than just a fashion label, by creating an inclusive community with ongoing conversations. “We hope that by giving today’s young women a platform to voice their opinions on fashion, TRULY will lead them to take bigger steps and have the courage to speak out on other topics in the world,” Kang says. Rosario adds, “These young women are going to become the lead decision-makers of tomorrow and we want it to start with TRULY by letting them have a platform that lets them raise their voice and be heard. Our goal is to communicate what they want to say through our clothing so that they know that they are important and crucial to the bigger picture.”

[“source=forbes”]