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The future of retail is driven by community and wellbeing. That’s the belief of Andrew Rosen — a pioneer in the US contemporary fashion market, who co-founded Theory and has invested in Proenza Schouler and Rag & Bone — and Stacey Bendet, the founder of womenswear brand Alice + Olivia. The two executives have come together for the second time (Rosen is an investor in Alice + Olivia) to launch Big Feelings, a new clothing brand rooted in mental health awareness. It marks “a second phase of life” for both executives, Bendet tells Vogue Business.
Big Feelings has a team of five based in New York. Gen Z is the target demographic, and sleepwear and loungewear, priced between $65 and $200, are the main categories. While there are some core items, such as logoed sweatshirts and boxer briefs, the brand operates a drop model of limited-edition products. From today, it will be sold at US department store chain Saks as well as direct retail channels, including e-commerce and a two-storey pop-up on Madison Avenue. The physical space will feature interactive displays — including mirrored infinity rooms — and photo opportunities, as well as activities such as bracelet-making stations, manicures and yoga sessions.
Welcome to the new age of cool, where it’s about being real, being kind and being part of something bigger than yourself. Big Feelings is “meant to be more like a community space as much as it is a place to come and buy things”, says Bendet. The idea, she explains, is to “create a place where girls can come and hang out and get off their phones”. She continues: “You can buy anything you want online, so a retail experience should be about bringing people together and doing things that are not on social media all the time.”
For years, the contemporary fashion market has been squeezed by expensive designer fashion and cheaper alternatives from the high street or fast fashion retailers. Loungewear has also been losing out to dressier apparel, as consumers coming out of pandemic lockdowns shelved their sweats for more glamorous styles. More recently, there has been a pivot to shopping less and buying well. Amid a growing backlash against over-promotion and flex culture, ostentatious clothing is out while thoughtful investment pieces are in. So, where does Big Feelings fit into all of this?
