PIVOTING in a new age!

With over 20 years in the avant-garde clothing industry, I’ve witnessed both incredible innovation and unsettling shifts. This is a niche market—one that isn’t for everyone, but for those who seek the unique, the unexplored, and the unexpected, it is truly special.

Tina Givens garments entered this niche with a bold vision, growing quickly as we naturally aligned with like-minded brands. Our business model was deeply personal—designing and stitching within our studio and partnering with small sewing studios across the country. At our peak, we collaborated with over 120 boutiques, thriving in an environment that was both intimate and fulfilling.

Then, as many of us experienced, the tides shifted. World politics, economic changes, COVID-19, and rapidly evolving consumer behavior reshaped the industry. Competition became fierce, with brands leveraging offshore manufacturing to access stunning fabrics and artistry at a scale I couldn’t compete with. As my business model grew obsolete, I took a step back—spending time with my teenagers as a single mother while closely observing the industry’s transformation. I watched a handful of brands rise—unique, beautifully crafted, and highly driven—dominating the space I once thrived in.

Clothing runs in my blood. My father was in manufacturing, and my sister produces some of the finest menswear in the world. We’ve always rejected the ordinary, embracing the offbeat in the best way possible. With this legacy and my deep knowledge of womenswear retail, couture, and fast fashion, I felt compelled to re-enter the industry. But the landscape had changed dramatically. The market is now saturated with fast-fashion knock-offs—cheaply made, mass-produced garments that mimic original designs, often never arriving or arriving in the lowest quality imaginable. Some of my own designs have been replicated on these platforms, flooding the market in every color imaginable.

If I wanted to return, a new strategy was essential. Fortunately, my name remains recognized in this niche, and many loyal retailers and consumers have joined me on this creative journey.

Yet, even some of my most devoted retailers are struggling in 2024-2025, challenged by shifting consumer habits and market unpredictability. Designers, in turn, are rethinking their business models to adapt to this new reality.

The traditional methods—grand trade shows in major cities, sales representatives, and digital campaigns—no longer guarantee success. Even established brands are experiencing a decline. Smaller designers are scrambling to pivot. In today’s landscape, selling directly to consumers isn’t just an option—it’s a necessity for survival. It’s a complex shift, as it means competing with the very boutiques that once formed the backbone of our industry, but it’s the reality we now face, in order to survive.

Spring 2025 marked my comeback collection—the result of deep research and a renewed passion for being a maker. I carefully selected soft, organic fabrics, infused the designs with bold and unexpected details, and incorporated oversized appliqués on dresses and pants. Each print was personally created by hand, with meticulous attention to repeat patterns and scale to ensure cohesion within the collection. To bring my vision to life, I partnered with a mother-daughter team in India to craft each sample for review.

Rather than following the traditional Trade Show route, I opted for a digital-first approach—leveraging striking photography, newsletters, and direct mail campaigns to connect with buyers. And it worked!

But then, the unexpected happened.

With sales unfolding amid a pivotal U.S. election year, the market felt different. While initial enthusiasm was strong, obstacles emerged that I hadn’t anticipated. As Spring shipments began, stores started canceling orders—not just a few, but many. Inventory climbed back up as retailers, still recovering from poor Fall 2024/25 sales, hesitated to bring in fresh designs. The feedback? Too bold. Too unexpected. Too different. Consumers were signaling a desire for comfort, smaller sizes, and garments that felt more familiar.

So, I pivoted.

Adapting is second nature to me, but this was a challenge. How do I evolve my aesthetic while staying true to my signature style? For Fall 2025, I found the balance—offering garments that are more tailored, use less fabric, introduce more solids, and remain wearable without losing their avant-garde essence.

Selling Fall has been a learning curve. Testing the Trade Show and sales rep model again revealed a stark truth—the avant-garde market has slowed, making way for a shift toward quiet fashion—a softer, more relaxed approach to dressing.

And so, I pivot once more. Designing Spring 2026 with a mindful eye on textiles, silhouettes, and a quieter aesthetic—without losing the artistry that makes my work unique.

Support your favorite boutique. These shop owners—mostly women, with a handful of men—are passionate about dressing you, helping you express yourself through fashion. Let them celebrate you. Because, in the end, style is about feeling your best as you.

With Love, tg

© Tina Givens