How Tracy Reese chose to introduce her Hope for Flowers fall 2024 collection—at a trade show and not with a splashy runway production—mirrored the nature of her most recent designs: relaxed, pragmatic, and made to resonate more so with her customer than with an editorial eye. “Runway shows were so much fun,” she says. “We did that for 20 years and it was fantastic, but it does kind of pull you away a little bit from the actual needs of the customer. You start designing a little bit for editors, and they’re way ahead of the curve in terms of fashion. I always want to bring the customer forward, but I want to offer her something that is going to be useful in her life.”
This season, that effort was realized to the tune of flowy cotton poplin blouses—some embellished with linen embroidery, others patterned with woodblock prints—and satin stand collar dresses in dark, abstract florals. Pencil skirts in the same fabric featured sleek, dramatic bustles. Research on navy uniforms resulted in Reese’s version of a workwear set: belted double-breasted jackets and wide-leg trousers in linen. The use of sustainable fabrics is a pillar of the brand, and one such textile—an organic cotton rib sourced from the Netherlands—was employed for sweater dresses, asymmetrical midi skirts, and boxy cropped polos. “This is our first ‘Made in Detroit,’ foray,” she said of the pieces, noting that the brand recently launched an apprenticeship for expert sewing aimed at getting the skills in Detroit “up to a global standard.” A Motor City native, Reese has long desired to one day produce the bulk—or the entirety—of her collection there.
A cotton-lined boiled wool was fashioned into a casual oversized pullover (“we call it a popover,” Reese said) but also employed for a mini shift dress with a dropped waist. Again, clothes made for a client with everyday personal and professional commitments. “My thrill is seeing a real woman walking down the street wearing our stuff,” Reese said. “It’s great to dress celebrities; red carpet is fun. But how can I solve problems for real women who are spending hard-earned money on our stuff?” These pieces are one way.
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