Jeff Halmos and Lisa Mayock are a match made in CFDA heaven – the CFDA/Vogue Fashion Fund to be clear. The designers were each part of a different brand when they met through the CFDA, and a marriage and two children later, they teamed up to launch the Monogram label.
Now, Monogram is the inaugural brand of CFDA’s new partnership with Showfields, the next-generation brick-and-mortar curated retail experience featuring a customized pop-up space for emerging brands at its permanent located at 11 Bond Street.
“The CFDA is known for shining a light on designers that are pushing the envelope across the fashion industry, which is why we knew they’d be a great addition to our style and design floor here at Showfields,” said Tal Zvi Nathanel, CEO and Co-Founder of SHOWFIELDS. “Together we are able to showcase Monogram in a space that captures their vintage feeling while also giving shoppers a chance to touch and feel their incredible clothing. We’re excited to see how our partnership with the CFDA grows during their time at Showfields.”
We checked in with the pair on their new pop-up and more.
How has Monogram evolved since you launched it?
Mayock: We now have a better understanding of what our customers want from us. When we started, we had graphics on an assortment of different body shapes. Over time, we’ve realized that our customers are interested in our original art. Having different body shapes was much more secondary. From a production and inventory perspective, it’s great to produce fewer shapes and then have the breadth of the collection come from dyeing and screening.
What have you learned in the process?
Halmos: The best part about being primarily a DTC brand is that we get customer feedback in real time. We create a graphic, print it, and release it very quickly. If something works, it usually works big (and vice versa if it doesn’t resonate at all). So over the last couple years, we’ve really been able to tailor our offering to what we believe our customers will want.
