How Erin And Sara Foster Broke Into The Fashion World During Covid-19 With New Brand

Erin and Sara Foster are well known for their presence in the entertainment world as comedians and writers in addition to their investments and involvement with companies including Bumble and Mirror. But now, they’ve broken into a new area of business. The duo has created their own fashion collection.

In December, the Foster sisters launched Favorite Daughter — which focuses on clothes for the girl on the go, according to Sara.

“The idea was formed out of us wanting to create a fashion line made up of all the things we wished we had in our closet, or pieces we wished we could adjust to be better,” Erin says, noting their focus is on quality.

They launched Favorite Daughter with basics first: A cashmere cardigan bodysuit, a cashmere cable sweater, cashmere turtlenecks, a blazer and the 2020 fashion staple — a trend that has continued in the new year — sweats.

“For spring we will get into the denim and dress game,” Sara says. “We are involved in every micro decision and refuse to put anything out that doesn’t feel great on your body and that we wouldn’t wear.”

Their younger sister, Jordan Foster, is also involved in the creative direction and styling of their collection.

To launch the line, the Fosters created a joint venture partnership with Centric Brands, which is parent to an array of fashion brands including Hervé Léger, Joe’s Jeans and Hudson Jeans, among others.

Centric connected with Erin and Sara after they put out a “Favorite Daughter” t-shirt through a collaboration with Suburban Riot.

Suburban Riot, which makes and sells t-shirts, along with other items of clothing, and is now known for the “Favorite Daughter” tee along with the “Kale” top Beyoncé so famously sported in her “7/11” music video.

“In 2018 Suburban Riot approached us to do a collab putting our funny captions on t-shirts and sweatshirts,” Sara says. “’Favorite Daughter’ was the name of a company my sisters and I started 13 years ago and never did anything with. We thought it would be cute to add it into the collab.”

It was a hit, which prompted Centric’s interest in partnering with Sara and Erin on a collection.

Serendipitously, creating a clothing line was something Erin and Sara had considered before Centric reached out.

“We had always talked about the idea, but were too intimidated with the amount of time and dedication it takes to start a clothing line from scratch,” Erin explains. “Being able to partner with Centric who has so much experience, was the missing piece for us that made the difference.”

Now, they’re in what Sara calls the “throws of Fashion Brand building boot camp.”

They’re still learning who they are as a brand, Erin says, noting it can take some trial and error to find that identity and its audience.

“We are coming in as the new kid at school who would love to make friends,” Sara says. “We know we have zero experience in the fashion industry other than our few collaborations and we know we may piss a few people off considering that. We want to learn, we want to be mindful and mission driven.”

They also want to give back, Sara explains, adding they want to highlight and champion other women on the Favorite Daughter site. “We want to come up with exciting collaborations and we want to see people we admire in the clothes.”

They hope that the industry welcomes them with an open mind, Erin says.

But they’re not just focused on the industry. They also want their clients to be satisfied with their purchases. So, they’re making sure the clothes’ quality is optimal and are doing their best to consider the needs and wants of different women customers.

And along the way, they’re leaving room for fun. “We don’t take ourselves too seriously, and hope to have the opportunity to grow slowly and smart,” Erin says.