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French-born Gaëlle Drevet took a leap of faith in 2014, opening a small store in New York’s Lower East Side that curated clothing for women who wanted to look cool at work.
The Frankie Shop – a name chosen to avoid gender assignment – quickly garnered
a cult following and launched online soon after. Here, as part of our Women Who Win series, Devret tells Penny Goldstone how she created a global label worn by celebrities,
fashion editors and influencers alike.
“The brand was born with the intention of
serving women like me; a woman for whom looking good means looking like herself, as opposed to
trying to please someone else”
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Take us back to the beginning of your business…
On irreverence, risk and achieving cult status
Gaëlle
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I originally studied engineering and worked in that industry for three years, so I launched my business later on in life. At 26, I left my job in France and came to London to study jewellery design. That was almost 10 years ago. I basically used my studies to start working on my business plan. Every time I had a school project, I would design pieces that would be part of my future collection. But I didn’t have a lot of experience in business; I had no idea what a small business was, how to hire, or how to be a manager. I had no connections whatsoever in London – nor in fashion or design.
Take me back to the beginning of your business.
Photographer: Keetja Allard
“I felt there was a need for a modern everyday uniform – call it workwear if you wish, but with a twist. Clothes that make you feel confident, empowered and special. The brand was born with the intention of serving women like me; a woman for whom looking good means looking like herself, as opposed to trying to please someone else. We started as a small business in the Lower East Side. The curation was mostly independent designers with a strong point of view and not a crazy price point. The name alone was chosen to avoid assigning a gender to the clothes: Frankie can be a woman or a man – the bottom line is that she is who she wants to be and borrows codes from both menswear and womenswear, which makes her unique.”
“I’m always trying to think about the customer – how can I bring something interesting and relevant to their wardrobe?”
What would you never compromise on when it comes to business?
“I guess the challenge in fashion is growing your company without compromising or diluting your products. Ideally, you should stay niche while maintaining global relevance. I’m trying to learn how to let things take time – meaning, be patient because things don’t happen overnight! Honestly, when I started, I just wanted to enjoy running a small store. I even hesitated launching a website because I knew how much work it would take to maintain.
“In the beginning, the biggest challenge was doing everything with a small team, but I truly believe it’s important to be hands-on to understand what your business really needs. I’m always amazed by startups that raise funding and launch with teams of 20 or 30 people – it’s just a completely different approach. Fashion, in the end, is deeply personal and human. It’s not just about numbers.”
What has been your biggest challenge to date?
“Of course, I’m very grateful for the successes we have achieved, and yes, we can celebrate these milestones. But I’m always cautious – I never believe I have ‘arrived’. To me, one day you’re in and the next you could be out. You can’t rest on your laurels.”
How do you celebrate success?
“I have made a lot of mistakes but, frankly, thank God for mistakes – how else are you supposed to learn? It’s OK to start over and figure out what you did wrong, you can only grow better from there.”
Tell us about the biggest mistake you’ve ever made…
“My mum always used to say that hard work pays off. No matter what you do, if you work hard you will succeed, it will be useful in one way or another. But I would say take risks – don’t think about failure, just give it a shot. At the very least you’ll wake up knowing you tried.”
What is the best piece of advice you’ve ever received?
“Seeing someone wearing Frankie. It’s my proudest moment, all day, every day. I almost want to start a conversation with the person every time I see someone [in the label]; to thank them but also to hear them out.”
Your proudest moment so far?
“I say ‘work in progress’ a lot or ‘this too shall pass’. Also: ‘don’t forget to have fun’.”
What is your mantra?
“Saying yes when I should have said no. There was a time in my life when I was overcommitted professionally and personally, and the cost to my mental and physical health was tremendous. I now know to protect my time with vigour.”
What is the biggest mistake you’ve made?
“Growing up, I was taught that getting married was the most important ‘achievement’ for girls in the first 20-30 years of their life. This imposes unnecessary pressure that [can] result in bad and rushed decisions for many women. I wish we could learn that developing our best selves is more important, then finding a spouse will be a more natural, successful process.”
What would you want to change for women?
“Closing a $300m (£232m) fundraising round was a hugely validating moment – for me as a founder, for my work over more than a decade, and for the industry I had worked to establish for creators like me.”
What has been your proudest moment?
“Right now it’s the new silk trench we just designed for a special pop-up happening in April. You can dress it up and down; it’s super-versatile, and the perfect mix of comfort and allure.”
Do you have a favourite piece in the current collection?
“Looking back, I guess you can say that it would be starting a business by saving money from my paycheck and moving to another country without having family there. I have a lot of respect for people who step out of their comfort zone.”
What’s the bravest thing you’ve ever done?
“In the beginning, the biggest challenge was
doing everything with a small team, but I truly believe it’s important to be hands-on to understand what your business really needs”
“This is a tough question, especially today. We’ve come a long way, but we still have to prove ourselves so much more than men. I just hope Frankie can play a role in helping women feel good, but also irreverent somehow. So I would say, if I were to change anything, it would be the pressure women feel to constantly fit into expectations.”
What would you want to change for women?
“I still haven’t figured that out! I’m always in awe of women who say they have it all seamlessly under control. My favourite phrase is: ‘Something’s gotta give’ and every day I ask myself what it’ll be – my child, my partner, my business, the gym? It’s always a trade-off. The key is accepting that it will never be perfect and allowing yourself to rest without too much guilt.”
How can you achieve the perfect work/life balance?
“I’m always in awe of women who
say they have it all seamlessly under control.
My favourite phrase is: ‘Something’s gotta give’
and every day I ask myself what it’ll be”
“A very old Hermès trench, which I got when I worked at the [brand’s] sample sale in the ’90s, plus a McQueen embroidered cape.”
What is your most treasured fashion item?
“There are so many. I like the classics, like Indochine and Balthazar, but I also love Nine Orchard hotel in the Lower East Side, which is a home away from home.”
Any favourite spots in New York?
£245
Teddy quilted jacket
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£330
Astoria trench coat
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£480
Gaia wool-blend coat
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£275
Bea oversized blazer
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£213
Bea pleated trousers
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£74
Eva cotton t-shirt
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“I felt there was a need for a modern everyday uniform – call it workwear if you wish, but with a twist. Clothes that make you feel confident, empowered and special. The brand was born with the intention of serving women like me; a woman for whom looking good means looking like herself, as opposed to trying to please someone else. We started as a small business in the Lower East Side. The curation was mostly independent designers with a strong point of view and not a crazy price point. The name alone was chosen to avoid assigning a gender to the clothes: Frankie can be a woman or a man – the bottom line is that she is who she wants to be and borrows codes from both menswear and womenswear, which makes her unique.”
Take us back to the beginning of your business…
“Right now it’s the new silk trench we just designed for a special pop-up happening in April. You can dress it up and down; it’s super-versatile, and the perfect mix of comfort and allure.”
Do you have a favourite piece in the current collection?
“I’m always trying to think about the customer – how can I bring something interesting and relevant to their wardrobe?”
What would you never compromise on when it comes to business?
“I’m always trying to think about the customer – how can I bring something interesting and relevant to their wardrobe?”“I guess the challenge in fashion is growing your company without compromising or diluting your products. Ideally, you should stay niche while maintaining global relevance. I’m trying to learn how to let things take time – meaning, be patient because things don’t happen overnight! Honestly, when I started, I just wanted to enjoy running a small store. I even hesitated launching a website because I knew how much work it would take to maintain.
“In the beginning, the biggest challenge was doing everything with a small team, but I truly believe it’s important to be hands-on to understand what your business really needs. I’m always amazed by startups that raise funding and launch with teams of 20 or 30 people – it’s just a completely different approach. Fashion, in the end, is deeply personal and human. It’s not just about numbers.”
What has been your biggest challenge to date?
“Of course, I’m very grateful for the successes we have achieved, and yes, we can celebrate these milestones. But I’m always cautious – I never believe I have ‘arrived’. To me, one day you’re in and the next you could be out. You can’t rest on your laurels.”
How do you celebrate success?
“The brand was born with the
intention of serving women like me;
a woman for whom looking good means looking like herself, as opposed to
trying to please someone else”
“I have made a lot of mistakes but, frankly, thank God for mistakes – how else are you supposed to learn? It’s OK to start over and figure out what you did wrong, you can only grow better from there.”
Tell us about the biggest mistake you’ve ever made…
“This is a tough question, especially today. We’ve come a long way, but we still have to prove ourselves so much more than men. I just hope Frankie can play a role in helping women feel good, but also irreverent somehow. So I would say, if I were to change anything, it would be the pressure women feel to constantly fit into expectations.”
What would you want to change for women?
“In the beginning, the biggest challenge was doing everything with a small team, but I truly believe it’s important to
be hands-on to understand what
your business really needs”
“My mum always used to say that hard work pays off. No matter what you do, if you work hard you will succeed, it will be useful in one way or another. But I would say take risks – don’t think about failure, just give it a shot. At the very least you’ll wake up knowing you tried.”
What is the best piece of advice you’ve ever received?
“Seeing someone wearing Frankie. It’s my proudest moment, all day, every day. I almost want to start a conversation with the person every time I see someone [in the label]; to thank them but also to hear them out.”
Your proudest moment so far?
“A very old Hermès trench, which I got when I worked at the [brand’s] sample sale in the ’90s, plus a McQueen embroidered cape.”
What is your most treasured fashion item?
£350
Sunglasses
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£350
Sunglasses
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£350
Sunglasses
SHOP NOW
£350
Sunglasses
SHOP NOW
£350
Sunglasses
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£350
Sunglasses
SHOP NOW
Drevet
