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.
She roped in women to sew up the first order in their own homes. She had firm control over the fabrics, designs and quality of the items. Hand sewn embroidery, hand stitched hems, French seams and bound buttonholes were some of the details she insisted upon. Their success meant that the business had to move after a few years. Eventually more designers had to be hired.
However, Florence never lost ultimate control over the designs, ensuring that her brand was preserved. She insisted that children should not be made to look like little adults. Their clothing should always be practical, comfortable and never detract from their natural beauty.
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.
All the clothing was made to the highest standards, including wide hems and adjustable buttons that prolonged their life. Later, another hem was added by one of the designers. It could be released by pulling a string once the child had outgrown the current hem. Initially, there were worries that the clothing was too expensive but when people its quality and how long it lasted, they were more than willing to buy.
Her bright primary colors, simple clean lines and hand sewn embroidery soon caught the eye of the rich and famous. Celebrities like Princess Grace of Monaco began dressing Princess Caroline and Stephanie in her timeless and tasteful designs. Within ten years, she had become the first designer of clothes for children to receive the Nieman Marcus award, putting her in the company of other illustrious recipients like Coco Channel and Christian Dior.
Over the years, the brand did expand to include a couture line and swimsuit designs. When Florence became ill towards the end of her life, she stepped back and allowed her head designer, Teri Shapiro to take over. Teri succeeded in maintaining the integrity of this iconic brand in its designs.
Even though Florence herself passed away in 1988, the brand is still successful today. Both her sons, Robert and Laurie were involved in the business for many years and took over after her death. The clothing continues to be sought after for its classic simplicity. It is fresh and current, without having lost what made it popular in the first place. Dresses, swimwear, coveralls and many other items are available. Nowadays, they can be purchased from online stores, allowing one the opportunity to compare a range of items and their prices.
She roped in women to sew up the first order in their own homes. She had firm control over the fabrics, designs and quality of the items. Hand sewn embroidery, hand stitched hems, French seams and bound buttonholes were some of the details she insisted upon. Their success meant that the business had to move after a few years. Eventually more designers had to be hired.
However, Florence never lost ultimate control over the designs, ensuring that her brand was preserved. She insisted that children should not be made to look like little adults. Their clothing should always be practical, comfortable and never detract from their natural beauty.
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.
All the clothing was made to the highest standards, including wide hems and adjustable buttons that prolonged their life. Later, another hem was added by one of the designers. It could be released by pulling a string once the child had outgrown the current hem. Initially, there were worries that the clothing was too expensive but when people its quality and how long it lasted, they were more than willing to buy.
Her bright primary colors, simple clean lines and hand sewn embroidery soon caught the eye of the rich and famous. Celebrities like Princess Grace of Monaco began dressing Princess Caroline and Stephanie in her timeless and tasteful designs. Within ten years, she had become the first designer of clothes for children to receive the Nieman Marcus award, putting her in the company of other illustrious recipients like Coco Channel and Christian Dior.
Over the years, the brand did expand to include a couture line and swimsuit designs. When Florence became ill towards the end of her life, she stepped back and allowed her head designer, Teri Shapiro to take over. Teri succeeded in maintaining the integrity of this iconic brand in its designs.
Even though Florence herself passed away in 1988, the brand is still successful today. Both her sons, Robert and Laurie were involved in the business for many years and took over after her death. The clothing continues to be sought after for its classic simplicity. It is fresh and current, without having lost what made it popular in the first place. Dresses, swimwear, coveralls and many other items are available. Nowadays, they can be purchased from online stores, allowing one the opportunity to compare a range of items and their prices.
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