I decided to write about the brand Shoshanna because I hadn’t heard about this brand before when suddenly I hear about Shoshanna three times in a week. Shoshanna’s success was not overnight, but if you are from America you probably know it’s founder Shoshanna Gruss by following her love story since she was 17.
This Manhattan born and grown-up girl came to public attention by dating then 38-year-old Jerry Seinfeld, who was at the time starring in his eponymous sitcom.
This relationship lasted for four years and in 2003, she married Joshua Gruss, a renowned financier. and had three kids. After 10 years, this marriage came to an end due to unwanted public attention. From Shoshanna’s Instagram, we can clearly see that before she was a successful businesswoman, she put the role of mother to three kids first.
About the Brand
In 1998, Shoshanna launched her eponymous collection. Well, I think she is gorgeous, but during her interview, she said she started her brand because she is frustrated about fashion, and she can’t find anything nice for her body type. I was shocked when I read this, but I agree with her that we should all feel great about our bodies. Based on this belief, Shoshanna started the design of day-to-night dresses with a focus on fit.
Being both the designer and the customer of her own brand, Shoshanna gets her inspiration from the experience of helping her mum alter dresses to fit her well growing up. This “DIY spirit” made Shoshanna pay more attention to the finer details, not only for the quality of fabric but for caring about each customers feeling when trying the dress on.
She claimed that it only takes minor adjustments to be able to make a big difference and design clothes that fit a wider range of body types.
Actually, Gruss started her fashion career by working in a lingerie factory. This probably has something to do with her swimwear collection in the Spring of 2001, which was the first ever to be sold in this marketplace with separate bra and swim pants using sizes inspired by lingerie measurements.
The original Shoshanna bikinis changed the whole approach to women shopping for bathing suits. It had become possible to mix sizes and cuts depending on your own style and preferences, with mum and daughter both able to wear a youthful fresh style. I really love the cute matching bikinis for baby girls.
Party dresses are the signature piece of this brand, so it is not a surprise that Shoshanna takes a special interest in the wedding market. She launched a capsule collection of bridal-inspired dresses and even has an “I DO” wedding blog on the Shoshanna official website. However, she is not aiming to be the ten layers Vera Wang, but instead to cater to the casual bride.
Shoshanna doesn’t lack celebrity fans (Eva Longoria, Taylor Swift etc.) and you can always see her dresses showing up on the red-carpet. After 20 years of hard work, there are more than 500 speciality Shoshanna stores in the United States, Canada, Europe and Asia including luxury retailers like Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue and Bloomingdales and of course her online store.