Field Of Ponies: Breaking From The Traditional Fashion Cycle & How To Pop Up

Charlie Bradley Ross Monday, 1 January 2018

Julie Bérubé began her first label in London under her own name - and went big! She secured investors, produced collections twice a year with catwalk shows, invested in two employees, and a PR company. The business ran for seven years when Julie decided it simply wasn’t sustainable, and stopped. She realised it wasn’t sustainable because she was too inexperienced and the pressure from her investment proved too great: "You had to pretend you were operating like a big fashion house". But she also felt that her creativity was being stifled and lost under the constraints of managing employees and managing money. Starting Field of Ponies was a conscious decision to do things in a different way - her way.


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