Field Of Ponies: Breaking From The Traditional Fashion Cycle and Launching A Pop Up Store

This is a 30 minute Interview with Julie Bérubé, founder of eponymous label Julie Bérubé, and followed by Field Of Ponies fashion label. She founded her own label Julie Bérubé in London - and went big! She had backers, collections twice a year with catwalk shows, two employees, and a PR company. The company ran for seven years when Julie decided it simply wasn’t sustainable, and stopped - she felt too inexperienced, and the pressure from her investment proved too great, pretending they were operating like a big fashion house and feeling that her creativity was 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. With her experience of her first brand under her belt, Julie realised she could put her money and energy in a new place, but get the same results! She realised she didn’t have to create two collections of 40 looks per year. In this Lesson we hear how Julie switched to a smaller, made to order set-up, and tips on hosting a pop-up shop versus other retail models.