03 21 2014 St Louis Post Dispatch

ST. LOUIS POST-DISPATCH March 21, 2014 "Made in St. Louis: New fashion line launches just for little girls" Alumna Claire Thomas-Morgan, M.A. Merchandising 2012, featured on new kids line launch http://www.stltoday.com/lifestyles/fashion-and-style/made-in-st-louis-new-fashion-linelaunches-just-for/article_4d861881-36fd-5847-b976-2172977a09ab.html

Why did you create this line? • The line was created as an homage to my grandmother, Vivian, who passed a year ago and was always full of life. Right now, Vivi is just girls. But I’m hoping to add accessories and boys in the future.

What are your prices?• Dresses are $45 each.

Is this your full-time job? • My full-time job is a stay-at-home mom, so I produce everything during nap time and in the evening. I spend about 20 hours a week designing, pattern making and sewing.

Where do you produce your clothes? • All of my garments are produced in St. Louis, at my home studio. It is a small, modern space. I’ve got an amazing mint chevron wall and some art hanging of family photos, paintings, fashion illustrations, and an ad my mom did for the May Co. back in the 1970s. I have a large cutting and sewing table that houses my machines and stores all my fabrics, samples, and patterns. I have fashion history books, illustration books and all tools stacked in bookcases.

How many pieces in your collection? • I have four styles for spring, plus two new styles for summer that will be released in May. What type of fabrics do you work with? • Everything is made from soft 100 percent woven cotton.

It’s been prewashed (with dye- and fragrance-free detergent) to minimize shrinkage. My collection is tagless for added comfort.

Have you participated in runway shows? • Not yet.

Why did you choose kids clothing? • After I had my daughter, most of my sewing projects were for her. I was receiving a lot of great feedback on the dresses I made for my little girl, so I decided to develop them into a full collection. I strive to create pieces that are classic, feminine and happy. I love playing with color and prints, which is perfect for kids clothes.