For the past few months, we've been working with internationally renowned fashion designer Maria Pinto to help her launch her new business and fashion collection on Kickstarter. This has been a real labor of passion for me personally. Maria is one of the smartest, most gracious and humble people I've ever met. She, like many entrepreneurs, has taken it on the chin professionally a couple of times over the years, and I'm working my hardest to help her get going again.
For those unfamiliar, Maria Pinto is well known in the fashion world for her work designing for Michelle Obama, Oprah Winfrey, and other celebrities, and for her high-end, highly constructed clothes. We owe the whole cultural consciousness surrounding "Michelle Obama's arms" to Maria's decision to put Michelle in a sleeveless dress at several prominent occasions. These dresses retailed for over a thousand dollars, with some reaching truly stratospheric levels (see Page 10 of the Spring 2010 collection for a yellow chiffon dress that has to be seen to be believed).
All of the excitement of the 2008 Obama campaign inspired Maria to expand her operations and open a retail store. Business was great for a while, but the economic headwinds of that era took their toll on her customer base, and Maria closed her store and stopped producing new collections.
I met Maria through our mutual friend, Emmanuel Nony, the fantastic restaurateur behind Sepia and NoMi. He mentioned a “fashion designer friend” who was considering re-launching her business on Kickstarter, and I had to hear more (admittedly, I knew who this friend was, and was very excited about the possibility of helping her with the campaign).
When I met up with Maria, it was clear that instead of re-launching her ultra-high-end collection, she was planning to create a new brand called M2057, named for the year she will turn 100. The new line is stunning, but better reflects the times in which we live. M2057 takes the same principles of structure and design, but the pieces are much more accessible: high quality, high value (dresses are $250), and designed to fit most body types and sizes. These dresses are perfect for any busy woman on the go, be it for work or for pleasure. I happen to be married to such a woman, and she concurs!
Since then, we've been working very closely with Maria on this, consulting on the project and building the M2057 website, so I've had a chance to see and touch the samples. The fabrics of these dresses are incredibly beautiful and they don't wrinkle, are machine-washable, travel well, and can be styled in many ways. I've watched rooms of women at the events we've been having around town light up when they see the product in person—the dresses are really that great. They've also gotten a lot of positive press attention.
In order to get the new business and clothing line off the ground, we've turned to crowd-funding site Kickstarter. The only way to buy the clothes is to "pre-order" by becoming a backer to support the campaign. We'll only be able to launch this new line if $250,000 worth of product is pre-ordered by October 14. When the goal is met, we'll go into production of the dresses and we will follow up with all backers on size, style, and color choices. Product will be delivered to your door in/around March, well in time for the spring season.
It’s been a fascinating opportunity and challenge working on this campaign. Nobody has really cracked the nut of online retail for women’s apparel; the personal experience is so important when it comes to high quality fabric and design. Furthermore, to a bunch of techies, Kickstarter seems easy to use—you can create an account directly or just link it to your Facebook account. All payments are handled securely through Amazon. And you don’t pay unless the campaign closes. But to those unfamiliar with crowdfunding, it has proven quite daunting in various cases.
We’re right in the thick of the campaign now, with less than 20 days left to meet our goal. We are optimistic that we’ll get there, but it hasn’t been a walk in the park. So, if you’re inclined to check out the video and maybe support the campaign, that would make my day. It’s not everyday you have a chance to buy something truly special for you or a loved one and support a fabulous independent entrepreneur in the process. We’ll look forward to sharing more stories from the trenches and lessons learned from Kickstarter in a subsequent post.