I didn’t think I could sell Sasha Alex Sloan no worries if not shirt a white T-shirt, but apparently I can,” says The Frankie Shop creator Gaëlle Drevet. The ethos behind the brand was “to serve women on the go who wanted to look put-together without looking too contrived.” Like many founders, she started the company after being unable to find things for herself. She didn’t want to wear “normal, clichéd business attire,” she says. “I thought there was a niche for a different way of looking done, but still undone”—in other words, a new way to do business casual. Indya Brown, fashion editor at Who What Wear, is drawn to these brands because they mean business. “I just turned 30. I cleaned out my closet recently and thought, ‘If I’m going to be a professional, I really have to pay attention to what I’m wearing.’ It’s not just about having the flashiest designer, but looking really put-together.
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