One of the most influential designers of clothing for children in the 21th century, started her business by sewing in her home. Florence Eiseman had two sons and taught herself to sew clothing for them and other children. They needed to make some extra income so her husband Laurence took some items she had made to Marshall Field and Company. He was delighted to return home with a substantial order.
The first order was completed by women who sewed in their own homes. There was a great emphasis on quality and many details, like hems were completed by hand. Buttonholes were bound and French seams were used for extra strength. After a few years the business had expanded to the point where it was moved into a factory and eventually more designers came on board.
The philosophy behind her clothing range was that children were not small adults and girls should not be made to look like little women. At the time there was much ruffling, big skirts and petticoats. She felt that children needed clothes that were practical and that did not compete with their natural beauty. She firmly believed that adult fads should not be followed.
Her desire for children to feel comfortable in her clothing lead to an innovative approach. She introduced trapeze shapes and empire waistlines in her dresses, did away with tight waistbands and any flounces and ruffles. One piece clothing was created for toddlers as well as a range of knits that could be worn every day.
The clothes were made to last, with deep hems and adjustable buttons. One of her designers took this a step further with an added hem whereby one could drop a hem, simply by pulling a thread. The use of garments was extended, making them more affordable.
It was not long before this range of clothing with its bright colors, clean lines and appliques began attracting widespread attention. Soon the children of celebrities like Princess Grace of Monaco and Elizabeth Taylor were seen wearing them. Ten years after the business was started, she won the Nieman Marcus award. She was the first designer of clothes for children to win it.
Over the years, a swimsuit range for women was added as well as a couture line. Florence always kept final control over designs but in 1980 she became ill and was forced to hand over the reigns to Teri Shapiro, her head designer. Teri had worked for a long time for the company and was the right person to help preserve the integrity of the brand.
Robert and Laurie, the sons of this formidable designer, had been involved in the business for many years before she died and took over the company when this happened. Today, online stores feature swimwear, dresses, coveralls and many other items produced by the company. Playful stripes and prints with appliques have not lost the classic look of this brand, while looking fresh and up-to-date at the same time.
The first order was completed by women who sewed in their own homes. There was a great emphasis on quality and many details, like hems were completed by hand. Buttonholes were bound and French seams were used for extra strength. After a few years the business had expanded to the point where it was moved into a factory and eventually more designers came on board.
The philosophy behind her clothing range was that children were not small adults and girls should not be made to look like little women. At the time there was much ruffling, big skirts and petticoats. She felt that children needed clothes that were practical and that did not compete with their natural beauty. She firmly believed that adult fads should not be followed.
Her desire for children to feel comfortable in her clothing lead to an innovative approach. She introduced trapeze shapes and empire waistlines in her dresses, did away with tight waistbands and any flounces and ruffles. One piece clothing was created for toddlers as well as a range of knits that could be worn every day.
The clothes were made to last, with deep hems and adjustable buttons. One of her designers took this a step further with an added hem whereby one could drop a hem, simply by pulling a thread. The use of garments was extended, making them more affordable.
It was not long before this range of clothing with its bright colors, clean lines and appliques began attracting widespread attention. Soon the children of celebrities like Princess Grace of Monaco and Elizabeth Taylor were seen wearing them. Ten years after the business was started, she won the Nieman Marcus award. She was the first designer of clothes for children to win it.
Over the years, a swimsuit range for women was added as well as a couture line. Florence always kept final control over designs but in 1980 she became ill and was forced to hand over the reigns to Teri Shapiro, her head designer. Teri had worked for a long time for the company and was the right person to help preserve the integrity of the brand.
Robert and Laurie, the sons of this formidable designer, had been involved in the business for many years before she died and took over the company when this happened. Today, online stores feature swimwear, dresses, coveralls and many other items produced by the company. Playful stripes and prints with appliques have not lost the classic look of this brand, while looking fresh and up-to-date at the same time.
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