WORDS BY NATALIE YIASSOUMI
The label has a big celebrity and Instagram fan base, for its season-less shoes, artisanal quality and charitable contributions.
Timeless design and effortless wearability is why we love Dear Frances. Images via @dear_frances.
Dear Frances is one of Instagram’s buzziest shoe labels at the moment: You’ll often come across snaps of Bella Hadid, Sienna Miller, Margot Robbie, the Jenners, Hailey Bieber and some of the platform’s favorite fashion personalities in the label’s sculptural ankle boots or sleek leather sandals.
But aside of its social media stardom, there are plenty of other reasons to follow the brand, namely its commitment to hand-made quality, its support of multi-generational artisanal factories in Northern Italy, its season-less collections and ongoing charitable work. In other words, this is not your average viral brand.
In fact designer Jane Frances’ biggest motivation, when starting the brand in 2016, was to slow the fashion cycle down and offer a new kind of luxury.
Her idea of luxury in 2021? It’s focused on “warm simplicity” and the kind of shoes that are chic, easygoing and you can turn to time and time again. That’s why Dear Frances collections are focused on core pieces that are available year-round and never go out of season, including the perfect leather loafer, ankle boots featuring eye-catching, architectural heels, as well as easy going summer sandals and mules, in a chic, neutral palette.
Seasonal collections don’t veer far off the brand’s modernist ethos either. Instead offer new tweaks or colorways on brand classics – this summer for instance, there’s a new hot pink version of the label’s popular ankle boots that will instantly make you smile, as well as chic thong sandals and slides.
Given the label’s loyal celebrity clientele and Instagram buzz, it’s clear that this slower, trend-free approach to fashion can be equally popular – and photogenic.
According to Forbes, the label sells an average of 600 to 800 pairs of shoes per month, it’s been growing at a 100% average rate since its inception, and it received a $2 million investment from KSR Ventures, a fund owned by another power woman, Katrina Razon.
What’s best is that Frances is making sure she is giving back and using her success for good: She has an ongoing partnership with the Soles4Souls charity and for every pair of Dear Frances shoes sold, another pair of shoes is donated to people living in poverty and not having access to adequate footwear.
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