Media Mavens: In conversation with Studio
By Ellie Larkin
Caitlyn and Gargi launched their luxury women’s brand, Studio, at the onset of the pandemic when they realized women needed an outfit that served their new WFH lifestyle. Enter, the Daysuit - a comfortable yet stylish garment that can be paired with sneakers and a denim jacket for running errands, or dressed up with heels and jewelry for a night out.
We chatted with these two first-time fashion entrepreneurs about their journey of launching a fashion brand online and how social media plays a major role in their growth.
Cleo: Why did you decide to launch Studio? Tell us the story!
Gargi: We officially decided to work together in October 2020. I still joke about how I proposed to Caitlyn to work on a clothing label with me and she was crazy enough to say yes! Both the brand (Studio) and the product (Daysuit) had no name yet and the kinks were not ironed out. We knew we wanted to create something beautiful for the women of the pandemic, working from home, running errands, working out and just generally transitioning through different phases of their day. Our aim for the brand is to elevate everyday experiences by creating elevated essentials, and not save them for special moments. Studio represents the confluence of slow-fashion with the allure of luxury.
Having worked in the fashion industry for a combined total of over 10 years, we are acutely aware of the harm it has on the environment. All Studio Daysuits are ethically made in small-batches with a family-run factory in Tirupur, India. Caitlyn has a personal relationship with the factory and has visited the facility where all Daysuits are made. All Studio Daysuits are made with Lenzing™ Ecovero™ viscose fibers with a hint of spandex for that signature Studio fit. These fibers are made using sustainable wood and pulp procured from certified forests in Austria and Bavaria. Manufactured via a closed-loop process, it extracts and reuses all chemicals from one production run to the next. Ecovero™ production generates up to 50 percent lower emissions and water impact compared to conventional viscose.
Cleo: We know that the Zoom-lifestyle of the pandemic was inspo for the Daysuit, what kind of feedback have you received on this solution to the challenge of the outfit change?
Caitlyn & Gargi: Although the Daysuit was inspired by the remote WFH environment caused by the pandemic, we’ve found that the Daysuit fulfills a greater need too. Women, including ourselves, have always searched for an all-in-one outfit for the multitude of activities they face from morning to night. They are ultra comfortable, fashionable, and versatile. Any Daysuit can be paired with sneakers and a denim jacket for running errands, or dressed up with heels and jewelry for a night out. We received lots of positive feedback that proved the Daysuit was the perfect solution to women’s evolving needs.
Cleo: How have you been able to use social media to grow your online community and spread the word?
Caitlyn: As a new start-up with limited resources at our disposal, we rely almost solely on social media to create brand awareness and grow our community. Two of our most successful campaigns have been our “Sunday Rituals” and our “Bored Mondays” interactive stories.
Inspired by the hardships put on women during the pandemic, we created our Sunday Rituals campaign that focuses on promoting well-being by providing inspiring posts about everyday things women can do to give back to themselves. Anything from buying the plant of your dreams to ordering that side of delicious fries, we want our community to do things just for themselves.
At the same time, we also wanted to get to know our community better. That is why we created weekly “This or That” stories that ask people to choose between two (sometimes contentious) options. It’s been so great to see the passion our community has for the things they love, and this sentiment perfectly embodies what we try to promote at Studio.
Cleo: What’s your biggest challenge when it comes to social media?
Caitlyn & Gargi: Creating compelling and fresh, daily content has been our biggest challenge when it comes to social media. In a time where content is king and consumption of content happens literally from the moment we wake up to the moment we go to bed, keeping people engaged through an omni-channel approach is time consuming and creatively challenging. As a two-woman show, we manage everything from the design of our products to web development to marketing, and social media is an important piece of that puzzle, so we keep pushing and thinking of new ways to engage our audience.
Cleo: What advice would you give to a budding entrepreneur in the fashion industry?
Caitlyn: As the saying goes, “It takes years to become an overnight success.” Be patient and kind to yourself when times are tough. Every business faces ups and downs, but your hard work will pay off in the end.
Gargi: Never give up on your idea no matter how small you think it is but also don’t be afraid to pivot if it doesn’t work out! Pursue it with no attachment and you’ll find the result turns out more beautiful than you expected!
Cleo: And a fun one to end off, what’s your favourite way to take a break from work?
Caitlyn: I love to cook, so hosting a dinner for my friends with lots of food and drinks is the ultimate way to recharge after a long work week.
Gargi: I love dancing on my coffee table and letting loose!