EXCLUSIVE: Why Influencer Madeleine White Is Relaunching Her Fashion Brand See You Tomorrow
Madeleine White is bringing back her sleepwear brand See You Tomorrow.
The TikTok influencer and model is relaunching her fashion label on Friday. The relaunch comes eight months after she debuted the brand, only to shutter the business three days after launch.
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White explained her decision to shutter See You Tomorrow was from the immediate response from her followers, who were upset with the high prices, low quality fabrics and limited size range of the three-piece collection.
“I truly did not think that people were as savvy and people cared so much about what fabric their garments are and all those kind of things,” she said. “I had allowed myself to be guided by the people I was working with on the business — like polyester pajamas were very standard and all those kind of things — but once we launched I got so much feedback. I went back to the team and asked why we hadn’t used these fabrications that people had been asking for. Really the only way forward to get the brand to a place where people wanted it to be was to completely start again and eight months later we’re relaunching.”
White is now working with a new manufacturer to relaunch See You Tomorrow with a collection of seven styles including various pajama sets, a slipdress and hair accessories that are influenced by a vintage French coquette vibe. The styles are made in fabrics like silk, cotton, modal and rayon and are offered at more accessible price points like $15 for hair accessories and $88 for pajama sets. The collection’s most expensive item is its slipdress priced at $148, which is made of 92 percent silk.
This is in comparison to a price range of $105 to $145 and mostly polyester styles in See You Tomorrow’s original launch collection.
“We’re small batch producing, which means that we are as sustainable as we can be,” White said. “We’re producing such little waste to the environment and just really making sure that people know about those things when they make the decision whether to buy the product or not because it all matters and it all contributes to the price of the garment. We definitely learned that people are willing to pay it if they have all of those things and they are made aware about all of those things.”
Additionally, See You Tomorrow’s relaunch will include extended sizing. Styles will be offered ranging from size XXS to 3XL.
White is putting more emphasis on communicating how the brand is ethically produced, with the website updated with a “mission” page that explains who See You Tomorrow’s manufacturing partners are in Colombia and Indonesia and the benefits offered to factory workers.
She’s also planning for future collections. White stated she is remaking See You Tomorrow’s initial launch collection in new fabrications, as well as introducing a bridal collection and Formula 1 line. She said the brand will be dropping new products at least once a month in small stock keeping unit counts instead of doing quarterly collections. Going forward, White plans to expand See You Tomorrow into ready-to-wear.
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