Wardrobe Icons Founders - Laura Fantacci & Petro Stofberg
In the latest edition of our “5 questions with” series we were lucky enough to catch up with the dynamic duo behind the fashion editorial platform Wardrobe Icons Laura Fantacci and Petro Stofberg - former fashion editors who believe that great and timeless fashion should transcend the seasons and never go out of style and have made it their mission to show us how best to achieve this with careful fashion buying and wardrobe planning.
The timing could not have been more perfect as, in very exciting news, we have recently collaborated with them on a beautiful dress designed exclusively by Laura and Petro in partnership with by Iris. It was also a great opportunity to garner some insight into their motivation behind the launch of WI, what inspired the dress that they have designed with by Iris, and chat motherhood, the work life balance and all things fashion of course!
What was the reason and motivation for starting Wardrobe Icons?
LF: I had been working in magazines for about 10 years and had gone from assisting to editing, before getting a chance to jump onboard the blogosphere. Through my blog ‘Wearing It Today’, I realised that women wanted to shop more intelligently. They wanted to think about the future and invest money wisely, rather than looking back at their wardrobes and regretting purchases. Constantly pushing new, new, new didn’t sit well with me.
PS: I was on maternity leave from my role as a fashion editor and Laura told me about her idea for Wardrobe Icons which really resonated with me and was certainly the way that I wanted to shop. I did some research and realised no one else was doing it. It was a simple but brilliant idea that we had to do it.
What do you believe is the secret to a good business partnership?
LF: Respect for one another. When that is in place you really trust what the other person says, you make decisions together and it feels like a partnership. In many ways it’s not too dissimilar to a romantic relationship. With Petro, I respect and trust her and I’m interested in her opinions. We treat each other with kindness. It’s also about remembering that going into business with a friend is different to going into business with someone else. You have to be able to switch between your ‘friend’ hat and ‘work’ hat, sometimes several times a day. It makes the process more complex, but ultimately much more fulfilling.
PS: I would add that it’s good to have the difficult conversations early on, before they become something you might fall out over. Have the death and taxes conversation; talk about how much time you can spend on business and how much money you expect and need from it. Also, early on Laura and I decided that our friendship comes first and our business comes second, and that stands to this day. If you’re friends first, the business side will follow.
As a working mother how do you achieve that all elusive perfect work/life balance?
LF: By being realistic of what success means to me and not making it anyone else’s job to define that. I’m aware I could be doing more on both fronts, but the right decision for me is being a present mother and being an involved business woman to the level that I can juggle the two. If I can pick my girls up from school and do bedtime a couple of times a week, then go into an office and feel fulfilled by working with talented women, that makes me go to bed at night not regretting any decisions. For me it’s also being ok with not always getting it right.
PS: For me it’s about swings and roundabouts; sometimes the business requires more of me so I need to pull myself in that direction, and sometimes it’s my family that needs me more. It’s about realising that I can’t be everything to everyone all of the time and not feeling guilty about either situation. I don’t beat myself up over it.
Explain the inspiration behind the dress you have designed with by Iris?
LF: The dress we’ve designed is almost like a puzzle of all the things we’ve been looking for in a winter dress but couldn’t find. It had to work underneath coats, knitwear and gilets, so we thought about the details that would serve this such as a gentle puff sleeve that makes a statement but still fits under layers. The print and colour needed to feel seasonal but not dull, and wearable with a classic winter palette of tan, black, navy and white. We also thought about the fabric; a chiffon that feels covered but isn’t bulky. It was important that this dress works for everyone, from a length that suits short and tall to flattering silhouette details such as the tie-waist and semi-sheer long sleeve. And finally we wanted versatility, so you can wear it with tights and boots now and throughout winter, then strip off to bare legs and sandals in spring.
As a working mother how do you achieve that all elusive perfect work/life balance?
LF: By being realistic of what success means to me and not making it anyone else’s job to define that. I’m aware I could be doing more on both fronts, but the right decision for me is being a present mother and being an involved business woman to the level that I can juggle the two. If I can pick my girls up from school and do bedtime a couple of times a week, then go into an office and feel fulfilled by working with talented women, that makes me go to bed at night not regretting any decisions. For me it’s also being ok with not always getting it right.
PS: For me it’s about swings and roundabouts; sometimes the business requires more of me so I need to pull myself in that direction, and sometimes it’s my family that needs me more. It’s about realising that I can’t be everything to everyone all of the time and not feeling guilty about either situation. I don’t beat myself up over it.
Explain the inspiration behind the dress you have designed with Iris?
LF: The dress we’ve designed is almost like a puzzle of all the things we’ve been looking for in a winter dress but couldn’t find. It had to work underneath coats, knitwear and gilets, so we thought about the details that would serve this such as a gentle puff sleeve that makes a statement but still fits under layers. The print and colour needed to feel seasonal but not dull, and wearable with a classic winter palette of tan, black, navy and white. We also thought about the fabric; a chiffon that feels covered but isn’t bulky. It was important that this dress works for everyone, from a length that suits short and tall to flattering silhouette details such as the tie-waist and semi-sheer long sleeve. And finally we wanted versatility, so you can wear it with tights and boots now and throughout winter, then strip off to bare legs and sandals in spring.
Apart from the WI dress tell us what you love about Iris
LF & PS: Iris is a go-to for everyday, beautiful capsule pieces that have a point of difference. You can always find a great blouse that will reinvent jeans, or a simple cashmere piece that’s soft and washes well. It also hits the sweet spot between beautiful design and quality, and accessible price point.
What is your all-time favourite investment fashion purchase which you will still wear to this day?
LF: The Burberry trench coat that I bought for myself for my 39th birthday. A trench was something I aspired to have and I knew it would make a worth while wardrobe addition. Living in UK I reach for it almost all year round, putting it over anything to instantly make myself feel chic and pulled together.
PS: My Maison Margiela knee-high, tan boots with just the right height heel. They’re so timeless and classic but feel fresh and contemporary at the same time. I can imagine they’ll be something that my daughter Stella will want to wear when she’s older.
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